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Master in Digital Marketing

Lead the digital era
duration10 months
languageEnglish
locationMadrid
intakeSeptember*
Mode of StudyFull-time
FormatIn-person
duration10 months
languageEnglish
locationMadrid
intakeSeptember*
Mode of StudyFull-time
FormatIn-person

STAYING AHEAD OF THE DIGITAL PACE

In today’s digitalized world, hyper-connected customers expect personalized, seamless and reliable interactions with the brands and organizations they deal with. The Master in Digital Marketing is designed to teach you how digital tools and platforms work so that you can develop and improve effective marketing strategies as well as conceive and implement digital marketing campaigns. At the center of these tools and strategies is understanding how large platforms like Google, Facebook and Amazon function, but also having the foresight of social media trends and influencer marketing on up-and-coming platforms. Traditional marketing channels have long taken a back seat. It’s time to go digital.

The comprehensive, 10-month program is complemented by a common Core Period, providing all students of marketing, communication and sales programs with the fundamental knowledge to succeed in their studies. These sessions center on creativity, analytics, sales, business, strategy and digital marketing skills, before you continue your learning journey into your chosen specialization. Specializations in Strategic Marketing, Creative Direction, Content & Branding, Market Research & Consumer Behavior, Digital Marketing or Customer Experience & Innovation will help you align your particular passions with your career ambitions.

You can take your specialist learning even further too, with optional additional certifications including Salesforce, AWS, Google, or even IE University’s Sustainability Certificate, specially designed with the valuable experience and knowledge of IE Business School. And your learning won’t be limited to the classroom; far from it. Immersive, international experiences help sharpen your focus on your career purpose, as you gain valuable firsthand insight into the realities of the global digital market in the Global Immersion Week or the Social Impact Week. Some of these experiences have taken place in major locations such as London and Ghana, with new destinations featuring the optional trip to Amsterdam and South Africa. 

At the end of the 10-month program, you’ll have the option to take your studies further still—and sharpen your industry-specific focus—with an additional, three-month Career Booster period. The Career Booster period is designed to prepare you for success in whichever sector most matters to you, with a choice of Marketing and Tech, or Marketing for Consumer Goods, Luxury and Fashion.

*The 2024-2025 intake starts on September 9th.

Front page from the master in digital marketing brochure

WANT TO KNOW MORE?

YOUR PROGRAM, PART OF THE STAGE EXPERIENCE

By studying a program in Marketing, Branding & Sales, you’ll be a part of something bigger than just your studies, something we call The Stage. All programs will benefit from The Stage experience, where students can collaborate and learn from each other. The Stage ensures that you not only create lifetime friendships and professional networks but will also have a well-rounded education that prepares you for the next stage: a successful career after graduation.

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IE Master in customer experience & innovation student
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Master in Digital Marketing Overview

WHO IS THE MASTER IN DIGITAL MARKETING FOR?

IT'S FOR INDIVIDUALS WHO...

...are committed to staying ahead of the curve. They are passionate about learning how digital tools and platforms work to improve marketing strategies and understand the important role of performance analytics in any successful digital marketing campaign.

LOOKING FOR...

...a program that will guide them to master digital platforms and design integrated omnichannel marketing strategies, developing an in-demand and innovative skill set. After the program, students may work in roles such as: digital consultant content strategy manager, social media strategist, SEO/SEM specialist, digital media manager, account executive or customer analytics specialist.

KEY AREAS OF THE MASTER IN DIGITAL MARKETING

Master in Corporate & Marketing Communication | IE Business School

COmmon coRE PERIOD

We believe that any career path within Marketing, Communication & Sales requires general competency in several key areas. Our approach is simple: first, lay the groundwork with a strong basis in the foundations; then, allow you to specialize by completing one of the unique master’s programs under the MARCOM umbrella.

You will cover building blocks that will help to enhance your creative, analytical, commercial, business, strategic and digital know-how.

Master in Corporate & Marketing Communication | IE Business School

PRE-PROGRAM

The online pre-program will take place in September and ensure you’re fully prepared for the rest of the master’s program.

Mine, define and refine your skillset | IE Business School

STRATEGIC MARKETING

You will gain a holistic understanding of the latest strategies and methodologies used in marketing. You’ll cover topics such as e-commerce, marketplaces and physical distribution channels, branding, pricing and revenue management, and how to develop integrated media strategies.

Boost Digital Learning during times of travel restrictions!

DIGITAL MARKETING TOOLS

This key area will introduce you to the cutting-edge platforms and tools used in digital marketing. Class topics include Customer Management, Mobile Marketing, Lead Management, SEO and Paid Search, Marketing Automation, Influencer Marketing, and Social Media, Content Marketing And Emailing, to name a few. This program will offer the use and practice of multiple key tools of common use in marketing departments and agencies, like AWS, BigML, Google, Hubspot, Salesforce and Tableau, among others. Students will have to pass Google Analytics IQ Certification as a Digital Analytics exercise.

PRACTICAL, HANDS-ON LABS

Today’s customer-driven market requires data, insight and strategies to create a seamless customer experience. Our labs allow you to step into the customer-centric market to solve real-world challenges. The Venture Lab, for example, gives you the chance to design and prepare your startup project for launch. These labs are designed to channel your focus and put theory to practice.

What you do makes the difference | IE Business School

MANAGERIAL AND LEADERSHIP SKILLS

Strong communication and critical thinking skills are the difference between average and extraordinary. You will develop in-demand skills in digital visualization and tech for marketing, project management, communication and team leadership to boost your employability.

REASONS TO STUDY THE MASTER IN DIGITAL MARKETING

IE Business School molds students into future-forward and well-rounded professionals, using methodologies that put innovation and employability at the forefront.

01.

LEARNING AT THE SPEED OF THE DIGITAL ERA

In our experiential, hands-on learning environment, you’ll master digital platforms and channels, learn how to manage and maximize digital performance, and design integrated omnichannel marketing strategies fit for today’s dynamic digital world.

02.

LEARN FROM TOP DIGITAL MARKETING PROFESSIONALS

Our faculty includes a mix of specialists in marketing analytics and leading experts in digital marketing techniques and technology. You’ll benefit from a unique combination of accumulated academic knowledge, in-depth industry insights and real-world business know-how. And you’ll have the opportunity to gain valuable industry certifications such as AWS, Hubspot and BigML, as well as the Google Analytics IQ Certification.

03.

IMMERSE YOURSELF IN THE IE BUSINESS SCHOOL MARCOM NETWORK

The MARCOM network is a group of students who study Marketing, Communication & Sales Programs at IE University. As a part of this international community, you’ll have the opportunity to enhance your professional career through real projects with leading corporate partners, international experiences, optional certifications focused on widely-used digital tools, personalized guidance from IE Talent & Career services and skill-building Bootcamps with today’s top tech companies. These resources ensure that you will have a complete experience that will boost your career beyond the skills learned in the classroom.

04.

A FUTURE-PROOF CAREER CHOICE

Marketing is in continuous transformation. From tech companies to consumer goods and fashion, expertise in innovative digital marketing is in high demand. In fact, according to Forbes, 64% of recruiters report there is a shortage of skilled marketing professionals. That’s why our last report shows 100% of our graduates received a job offer within six months of graduation.

FLexibility in your Career Path

Choosing the right program for you can be difficult. We are here to guide you in your Marketing, Communication & Sales career journey from the start with the support of our Recruiting & Admissions team who will closely review your background, skills and future goals to ensure you choose the right program. All our full-time programs begin with a common 2-month Core Period, designed to give you the key foundations to succeed in this career path.

However, if after starting the program and completing this Common Core Period you are interested in changing to another Marketing, Communication & Sales program, you could switch programs after having a meeting with the Academic Program Direction team to validate this change and understand how it may affect your future career. Please be aware that, program changes are dependent on availability.

IE Master un Customer Experience and innovation Students

Student profiles

by ACADEMIC BACKGROUND (%)
Business
Economics
Social Sciences
Humanities
by REGION (%)
Spain
North America
Middle East & Africa
Latin America
Europe
Asia Pacific
by INDUSTRY (%)
Consumer Products & Retail
Banking / Consulting / Logistics
Marketing / Media / Technology
Healthcare / Pharma / Biotechnology
Fashion & Luxury
Education & NGO
Automotive & Sports
Others
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70%
Female
70%
Female
95%
International Students
14
nationalities represented in class

Program structure

PROGRAM STRUCTURE OF THE MASTER IN DIGITAL MARKETING

Click through the classes in each term to discover what they are all about.

University private degree

This is a University Private Degree from IE University*. More information on what earning a University Private Degree from IE University entails.

*IE University is a university officially recognized by the Spanish education authorities, allowed to grant both University Official Degrees (bachelor’s, master’s and PhD degrees), which are specifically regulated and accredited by the Spanish Ministry of Education, and University Private Degrees (master’s) that are specifically designed by the university toward the professional application of their studies and the constant update of higher education, preserving the educational standards of excellence of IE University. Both types of degrees are equally backed by the rigor and prestige of IE University.

Moreover, all our academic programs feature a period at the beginning during which students have the freedom to switch to another program that better suits their needs and ambitions.

A HOLISTIC JOURNEY TO THE NEXT BEST YOU

The Master in Digital Marketing imparts holistic skills in marketing strategy and implementation. Providing comprehensive and rigorous study of the latest theories and practical, hands-on experiences you’ll value throughout your career, the program is designed to make you the next best version of yourself, ready for immediate professional impact. We’ll challenge you to be a better leader, a better strategist, and a better manager and communicator in a program where we measure our success by yours.

YOUR CAREER 

What does your dream career look like? The Master in Digital Marketing is a transformative process that helps you define your ultimate career ambitions and explore the best options to get you there. Incorporating the latest on emerging tech and integrated strategies with in-demand visualization, leadership and digital transformation skills, you’ll be prepared for professional success in any sector.

YOUR IMPACT 

The new demands of digitalization in an already evolving marketing, communication and sales ecosystem demands a well-honed set of cognitive, behavioral and digital skills. Companies are now looking for competent professionals who can bring about meaningful change, capable of harnessing the power of quantitative and qualitative research, social media, integrated marketing strategy and more. The Master in Digital Marketing is designed to equip you with an in-demand skill set for maximum impact.

YOUR PURPOSE 

In today’s landscape, it’s no longer enough for businesses to be driven by the profit motive alone. The new world places a new set of responsibilities on business professionals, calling on you to leverage your skill set not just for professional advancement and to add value to your organization, but also to work toward a better future. A sense of purpose aligned with your ambitions will ensure your motivation for your entire career, and the Master in Digital Marketing will give you the tools and knowledge to help make the world a better place.

DUAL DEGREES

Customize your education based on your specific interests and passions through a dual degree that gives your career a multidisciplinary boost to spearhead change in the new world of work. The combination of this program with our Master in Management (if you have zero to two years of experience) or our International MBA (if you have three or more years of experience) will position you on the threshold of two exciting worlds; acquiring a broader skill set and competitive differentiation with a sharp focus. Select your dual degree based on your years of experience:

Faculty

Irma Papaleo profile picture

OUR DIGITAL MARKETING MASTER’S DEGREE ACADEMIC DIRECTOR

With over 15 years of marketing expertise, Irma has led digital transformation and marketing initiatives at Accenture, British Airways/Iberia and now in Amadeus, driving significant business growth. 

Currently, as an Academic Director and Professor at IE Business School in Madrid, she blends hands-on corporate experience with academic mentorship. Her passion lies in strategic marketing, digital transformation, and nurturing the next generation of marketers.

UNSURE IF THIS IS THE RIGHT PROGRAM TO HELP YOU ON YOUR PROFESSIONAL JOURNEY?

At IE University, we have carefully streamlined related subject areas to create unique paths featuring similar programs. Guided by these paths, you can take control and discover the right program for you.

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Nada Halaoui

"My time at IE completely changed my perspective on what I wanted to achieve in my career. I went in with the goal of doing Digital Marketing at an e-comm, and ended up pursuing a career in Tech! Never thought I would be here today. Always keep your mind open."

Nada Halaoui, Lebanese & Canadian

Business Development Representative at Amazon Web Services

Experience Madrid

Madrid is one of the most popular cities in Europe for Gen Z travelers and one of the most student-friendly cities in Spain. Offering an affordable public transport network, cool underground culture and fabulous nightlife, Spain’s capital is also home to international companies of stature, including Google, Microsoft and Apple, creating a myriad of opportunities for professional experience.

Madrid is in a league of its own and provides the perfect backdrop to round off a unique educational experience.

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Frequently Asked Questions

What is a Master in Digital Marketing?

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A Master in Digital Marketing is a program that guides you to master digital platforms and design integrated omnichannel marketing strategies, developing an in-demand and innovative skill set.

What are the benefits of pursuing a Master in Digital Marketing?

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The Master in Digital Marketing will help you develop and improve effective marketing strategies as well as conceive and implement digital marketing campaigns, essential in today’s world where customers expect personalized, seamless and reliable interactions with the brands and organizations they deal with.

What courses are typically included in a Master in Digital Marketing?

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A master’s program in digital marketing typically includes courses on digital business, strategic marketing, e-commerce tools, marketplaces and physical distribution channels, branding, pricing and revenue management, as well as focuses on skills such as teamwork and critical thinking.

What skills will I learn in a Master in Digital Marketing?

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In the Master in Digital Marketing at IE University, you’ll learn to master digital platforms and channels, manage and maximize digital performance, and design integrated omnichannel marketing strategies fit for today’s dynamic digital world.

What is the structure of the Master in Digital Marketing?

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The 1st term of the Master in Digital Marketing lasts three months and will cover the foundational skills needed in today’s fast-paced industry, as well as the basics of customer-centric marketing, including the knowledge of today’s most-used technologies and data and communications tools. The 2nd term, also lasting three months, further develops the marketing foundations laid in the previous term. You’ll take a deep dive into the tools and techniques of tomorrow’s marketing world. In the 3rd term, which lasts four months, you’ll learn to utilize a range of tools and techniques to stay up to date with the intriguing world of digital marketing. This culminates in the final project, where you’ll develop a marketing plan for a real company, based on a real-world case.

How long does it take to complete a Master in Digital Marketing?

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The Master in Digital Marketing is a full-time, in-person program lasting ten months. You'll be studying in Madrid's bustling business hub.

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