Contents
Strategic Planning of Digital Communication
Students will work on the fundamentals of advertising communication on the Internet, as well as the basics of strategic planning (consumer analysis, environment analysis, brand analysis, competition analysis, positioning, measurements, and segmentations, etc.) as the first stage of developing advertising campaigns. They will also review current trends in digital communication and put all these concepts into practice in different applied exercises. Finally, they will see the possibilities offered by social platforms (Facebook/Instagram, Twitter, LinkedIn, etc.) for planning campaigns.
Applied Creativity in the Digital Environment
Students will discover the new reality of creativity in the digital world and its impact on the creative process. First, they will work on different existing creative techniques and theories from reference authors and put them into practice with the Canvas methodology. On the other hand, they will review the steps of the creative process and work on generating ideas and creative communication actions for real brands; both exploiting the potential of new generation media and channels, and projecting brands into the future through the use of technology. Finally, they will learn from the best case studies and understand the keys to evaluating the creativity of advertising messages with good criteria.
Digital Marketing
During these sessions, students will receive talks from professionals in the form of a "conference cycle," which will show them the different tools and specific disciplines of digital marketing necessary when planning a communication campaign in digital environments, both from a technical point of view and personal skills. It is divided into 7 different blocks: strategies on social networks, mobile and apps, technology applied to digital communication, e-commerce, usability, legislation, and advergaming.
Digital Communication Campaign
Students will receive a briefing from a real client. Based on this, they will have to develop a digital communication campaign that they will present at the end of the first part. During the process, they will have several tutoring sessions (both strategic and creative) and validation of the progress they deliver.
Foundations of Research in Digital Communication
To achieve a deep understanding of digital communication, students will learn the scientific research tools necessary to develop a rigorous and guaranteed research project on the specific aspect of strategy, creativity, and digital marketing in which they want to specialize. Students will be trained in the basic concepts of scientific research (scientific method, types of methodologies, phases and structure of a research work, professional applications of research, etc.) to consolidate the bases that they will later apply during the preparation of their final master's work.
Research with Databases and Documentary Resources
Students will work in-depth on all the bibliographic resources they have access to as UAB students. They will review some formal aspects, such as the correct citation of various documents (books, articles, videos, websites, social media posts, etc.), and review all the types of documentary sources they have available: from bibliographic catalogs to international commercial databases, through editorial portals, academic search engines, thesis repositories, etc. In each of these resources, they will perform searches practically to apply the acquired knowledge.
Marketing Data Analysis and Statistical Tools
Students will acquire the necessary statistical bases to carry out rigorous quantitative research in the field of marketing and digital communication. They will work on the basic concepts of descriptive statistics, as well as some quantitative techniques (questionnaire, etc.). Subsequently, they will learn to design an experiment and carry out the most commoninferential statistical tests in this field with the statist
| Subject | Credits | Type |
|---|---|---|
Strategic planning of digital communication |
9 ECTS |
Obligatory |
Creativity applied to the digital field |
6 ECTS |
Obligatory |
Digital marketing |
9 ECTS |
Obligatory |
Digital communication campaign |
6 ECTS |
Obligatory |
TCS.Gen.modul 2. 2nd block
| Subject | Credits | Type |
|---|---|---|
Fundamental principles of research into digital communication |
9 ECTS |
Obligatory |
Research with databases and documentary resource |
6 ECTS |
Obligatory |
Master's dissertation |
9 ECTS |
Obligatory |
Itinerary
The Master's degree in Strategy, Creativity and Digital Marketing Tools can be taken in two ways:
- Register for the complete Master's degree
- Register for the postgraduate diploma in Strategy, Creativity and Digital Marketing Tools and, once passed, register for the second block of the Master's degree.
Related programmes
Graduate Diploma in Strategy, Creativity and Digital Marketing (Virtual)
Course in Applied Creativity in Digital Environments (Virtual)
Course in Digital Marketing (Virtual)
Course in Marketing Data Analysis and Statistical Tools (Virtual)
Course in Research using Data Bases and Documentary Resources (Virtual)
Course in Strategic Planning in Digital Communication (Virtual)
Specific skills
KT01: Define fundamental concepts, models, tools, and methodologies of digital marketing; from strategic planning to campaign execution and measurement, including creative processes, market research, and the application of digital technologies.
KT02: Identify the process of designing and executing comprehensive, effective, and personalized digital marketing strategies in the form of advertising campaigns: environment analysis, opportunity identification, objective definition, audience segmentation, channel selection, and optimization based on results.
KT03: Describe creative processes and different idea generation techniques, and their application to digital marketing in the form of innovative concepts, campaigns, content, and user experiences.
KT04: Interpret academic research concepts and methodologies, as well as bibliographic resources and statistical data analysis, for the rigorous development of scientific research.
ST01: Prepare communications, clearly, concisely, and persuasively, about complex ideas and concepts for both specialized audiences and more general publics.
ST02: Produce a wide variety of digital content (texts, graphics, videos) adapted to different platforms and formats, and evaluate their impact.
ST03: Critically and creatively analyze the identification of problems, generation of innovative ideas, and development of original and effective solutions, adapting to the constant evolutions of the digital field.
ST04: Apply a wide range of digital tools and research techniques to collect, process, and transform large volumes of data into relevant information.
CT01: Develop comprehensive digital communication plans, from the research and planning phase to execution and result measurement.
CT02: Generate original and disruptive ideas, transform them into concrete and communicable concepts, and adapt them to the real needs of the market and the latest technological trends.
CT03: Conduct rigorous and systematic research, applying appropriate methodologies and techniques to obtain relevant information, interpret it, and make informed decisions.
Title obtained
Lifelong Learning Master's Degree Strategy, Creativity and Digital Marketing