Máster en e-Commerce

Program Overview

The Master in E-commerce provides a comprehensive understanding of e-commerce principles, strategies, and technologies. Through an Online & On Campus methodology, students learn from industry professionals and gain hands-on experience through workshops and external academic practices. The program prepares graduates for careers in e-commerce management and leadership, with opportunities including E-commerce Director and Startup Entrepreneur. With a focus on innovation and real-world projects, this program equips students with the knowledge and skills to succeed in the rapidly growing e-commerce field.

Program Outline

Degree Overview:

The Master in E-commerce is an official degree that prepares students to lead projects in creating an eCommerce, as well as understand and control the entire process of selling and optimizing an already operational online business. The program provides a 360-degree view, encompassing the technological aspects of eCommerce, design, platform launch and monitoring, e-Business, digital marketing strategies, logistics planning, result monitoring and control, and customer experience and knowledge. The program utilizes an Online & On Campus methodology, combining the benefits of online learning with five in-person experiences in Madrid to explore key technologies impacting various aspects of business management. Students will learn from top professionals and leading companies in fields like Artificial Intelligence, Blockchain, and Design Thinking.

Outline:

Structure:

The program is structured into two semesters, with a total of 60 ECTS credits.

Modules:

• Module 1: E-commerce and Digital Ecosystem (6 ECTS): Covers the digital ecosystem, e-commerce evolution and current state, e-commerce models, legal aspects of e-commerce, data protection in the digital environment, and new trends in virtual store models and management.
• Module 2: Digital Transformation and New Business Models (6 ECTS): Explores the digitalization of society and consumption, new digital business models, digital technologies, applying new digital technologies to e-commerce, digital transformation in the company, and Design Thinking as a business methodology.
• Module 3: Management and Design of Online Stores (6 ECTS): Covers the digital ecosystem, digital professional profiles, e-commerce, design and creation of an e-commerce, launching digital business models, strategic planning and budgeting.
• Module 4: Traffic Attraction and Conversion I: Search Engine Marketing (SEO and SEM) and Affiliate Marketing (6 ECTS): Covers the digital marketing plan, sales funnel, attraction and conversion, search engine marketing: organic positioning (SEO), search engine marketing: Search Engine Marketing (SEM), affiliate marketing, digital metrics reporting.
• Module 5: Customer Experience and Relationship (6 ECTS): Covers consumer research, the customer life cycle, the shopping experience, customer loyalty, Customer Relationship Management (CRM), and customer experience reporting.
• Module 6: Traffic Attraction and Conversion II: Social Media Marketing, Email Marketing, Mobile Marketing, and Programmatic Advertising (6 ECTS): Covers the social media plan, email marketing, mobile marketing strategies, digital advertising media and platforms, display advertising, best practices in digital marketing and advertising, reporting and monitoring.
• Module 7: Logistics and Operations Management (6 ECTS): Covers logistics and operations in e-commerce, logistics and operations strategy, logistics management platforms, inventory management models, shipping and last-mile distribution models, success stories in logistics and operations.
• Module 8: Analytics and Business Intelligence (6 ECTS): Covers digital analytics, business intelligence, KPIs and the dashboard, return on investment (ROI), data visualization systems, and business intelligence case analysis.
• Module 9: External Academic Practices (6 ECTS): Experiential learning.
• Module 10: Master's Thesis (6 ECTS): Topic selection and justification, project feasibility, theoretical framework construction, objectives, materials and methods, preliminary results collection and analysis, discussion and final considerations of the project.

Teaching:

Methodology:

The program utilizes an Online & On Campus methodology, combining online learning with five in-person workshops in Madrid.

Faculty:

The faculty consists of active professionals working in companies like L’Oréal, Prestashop, Telefónica, Adeslas, Grupo Día, and others.

Unique Approaches:

The program incorporates BlendTech Campus, a methodology that combines the flexibility and power of virtual environments with the experimentation, innovation, and networking of in-person settings. The program also includes workshops on Blockchain, DeFi, Web3.0, Artificial Intelligence in business, Design Thinking, Elevator Pitch, and the legal environment of the IA.

Careers:

Potential Career Paths:

• E-commerce Director
• E-commerce Specialist
• Startup Entrepreneur
• Online Account Executive or Online Customer Manager
• Online Point of Sale Manager
• Sales Director
• Web Conversion Specialist
• E-logistics Director
• E-logistics Manager

Opportunities:

The program prepares students for leadership roles and provides a strategic vision to anticipate future changes and challenges.

Outcomes:

Graduates will be equipped to occupy various positions in the e-commerce field.

Other:

• The program includes access to Adobe Creative Cloud, allowing students to enhance their creative skills using tools like Photoshop, Illustrator, and InDesign.
• The program incorporates sessions with experts and projects from real companies, as well as content from the Harvard Business Academy.
• Students will have access to three exclusive workshops on Shopify, Prestashop, and WooCommerce, focusing on creating and designing new projects and managing and optimizing existing projects on these platforms.
• The program offers the possibility of obtaining a double degree through a University Expert.
• The program is designed for students with backgrounds in economics, business administration, marketing, commerce, accounting, advertising, and public relations.
• Students from other fields with at least one year of experience in relevant areas can also apply.
• The program includes a quality assurance system that ensures the quality of the program and its alignment with the European Higher Education Area (EHEA) standards.
• The program offers a variety of student services, including academic management, career services, and a suggestion, complaint, and claim mailbox.
• The program has a high employability rate, with 90% of graduates finding employment within 12 months of graduation.
• The program includes modules dedicated to digital marketing, covering topics like social media marketing, email marketing, mobile marketing, programmatic advertising, SEO, SEM, and affiliate marketing.