The program

The fast pace of digital disruption has forced traditional marketing channels, like
television and outdoor, to step aside to make room for their online alternatives: smartphones, social media, online /
video advertising and email marketing. The Master in Digital Marketing trains students to understand the
behaviors of today’s digital consumers through analytics, define comprehensive strategies to optimize customer
engagement and transform data into action to maximize digital performance.

Student Profiles

BUSINESS & MARKETING

You are a business & marketing graduate and/or professional who wants to boost your knowledge and skillset by mastering the latest trends in digital marketing.

ADVERTISING & COMMUNICATIONS

You studied and/or work in this field and you are looking to get a leg up on the competition by mastering the concepts and applications of digital marketing.

TECH & ANALYTICS 

You have a background in technology or analytics and you want a job that applies those skills in order to create, manage and measure impactful digital marketing strategies and campaigns.

THE FOUR PROGRAM AREAS

In this program you will be taught by industry experts using hands-on and practical methodologies in order to really understand the challenges digital marketing professionals face in today’s workplace. You will also develop your strengths in project management, team building and communication.

The MDM is delivered in 2 formats so you can choose the option that best fits your lifestyle: the Part-Time option lets you combine working and studying at the same time and the Full-Time option offers a totally immersive year in Madrid (Full-Time format).

The four main areas of knowledge and some of the main topics covered in the program are:

MARKETING FUNDAMENTALS

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  • Marketing Fundamentals
  • Brand Strategy (Marketing Plan)
  • Branding (brand architecture, brand identity, packaging, etc.)
  • E-Commerce and E-Marketplace Platforms
  • Product & Service Innovation
  • Distribution Channels
  • Sales Management

DIGITAL MARKETING COMMUNICATIONS AND TOOLS

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  • Web & Omnichannel Marketing Automation
  • Lead generation, Search (SEO/SEM), Social Media, Content and Display Advertising
  • Marketing Automation
  • Omnichannel Content Distribution
  • Email, Mobile, and Wearable Techniques
  • Content Creation & Branded Content
  • Communication Strategy

DIGITAL CUSTOMER MANAGEMENT & ANALYTICS

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  • Digital Customer Management
  • Digital Customer Intelligence
  • Digital Customer Engagement
  • Digital Consumer Behavior
  • Market Research & Customer Insights

TECH & MANAGEMENT SKILLS

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  • Digital Visualization for Marketing
  • Digital Tech for Marketing
  • Project Management
  • Team Building
  • Oral and Written Communication
  • Career Preparation

Together, these topic areas make up a unique learning experience that gives students a deep understanding of what it means to become a digital marketing specialist.

ADDITIONAL PROGRAM FEATURES

The MDM will also offer unique opportunities to accelerate your career and increase your hiring potential in the job market.

Internships

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For students wishing to get additional hands-on corporate or agency experience after graduation, HST and its corporate partners will offer a select group of paid internships in the marketing departments of leading organizations (in Madrid and other key global locations).

 Accelerated certifications

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This program will offer intensive, multiple-day workshops covering Google Analytics*, Hubspot*, and other key tools that companies are looking for. You will receive a certificate of participation from the relevant company and we will facilitate the process so you can, if you wish, obtain the full official certificate with an accelerated timeline and lower tuition.

* Illustrative – exact tools will be defined soon

Bootcamps during the first month

Establish a solid foundation in marketing fundamentals during first-month Bootcamps in key topics such as Business, Finance & Statistics.

 

 

 

 

Academic Standards

Code of Ethics

CODE OF ETHICS

The IE Community is dedicated to the promotion of ethics and integrity in the world of business.

Evaluation criteria

EVALUATION CRITERIA

Students are evaluated based on the GPA on the four-point scale and using what is often referred to as a “curve” system.

Group of work

GROUP WORK

Working in teams is an essential part of the IE experience. Groups will be assigned by the academic teams focusing on bringing together students in diverse groups.

Class participation

CLASS PARTICIPATION

Every class at IE is conducted as a discussion in order to bring together different points of view. Participation is key to the evaluation of students at IE.