Program Overview
The Curso de Ecommerce y Marketing Digital, offered by the Universidad Europea de Canarias, is a postgraduate program designed to equip students with the knowledge, skills, and competencies necessary in digitalization, e-commerce, and online marketing. Graduating as experts in digital marketing, students will be able to manage brands and products for their own e-commerce ventures. Through a combination of online and in-person learning and practical elements, the program offers a comprehensive understanding of digital marketing principles and their implementation in the business world.
Program Outline
Degree Overview:
The Curso de Ecommerce y Marketing Digital, offered by the Universidad Europea de Canarias (Tenerife), is a postgraduate program designed to equip students with the knowledge, skills, and competencies necessary in digitalization, e-commerce, and online marketing. Upon completion, graduates will become experts in digital marketing, capable of managing brands and products for their own e-commerce ventures.
Objectives:
- To provide students with a comprehensive understanding of digital marketing and e-commerce principles.
- To develop practical skills in managing and optimizing online businesses.
- To equip students with the ability to create and implement effective digital marketing strategies.
- To foster an understanding of user behavior and the importance of user experience in online environments.
- To prepare graduates for successful careers in the digital marketing and e-commerce industries.
Outline:
The program is structured into nine modules, covering a wide range of topics related to digital marketing and e-commerce:
Module 1: Marketing estratégico
- Introduction to Marketing
- Strategic Analysis
- Digital Economy: Sectors, Emerging Markets, and Business Opportunities Arising from Globalization
- Fundamentals of Digital Strategy
- Current Trends in Digital Marketing
- Traditional 4 Ps and 5 Ps of Marketing
- Trends in Digital Marketing and E-commerce
Module 2: El conocimiento del usuario y la hipersegmentación
- The 21st-Century Consumer: Buyer Persona, Sociodemographic, Psychographic, Behavioral Analysis, and Online Consumer Behavior Models
- The User Decision Process on the Internet: User Journey and Conversion Funnel
- Consumer-Brand Relationship
- The Prosumer: How Current Media Enables Co-Creation of Perfect Products
- Real-World Examples of Value Proposition Communication and Analysis of Their Effectiveness in Campaigns
Module 3: Branding, creatividad e innovación digital
- Branding: The Brand Identity
- Digital Creativity as the Key to Viral Marketing
- Innovation and Design Thinking Applied to Digital Businesses
- Innovation Management: Innovative Leadership and Attraction of Innovative Talent
- Agile Methodologies for Digital Project Management
- Innovation in Markets
Module 4: Estrategia de contenidos y comunicación
- Tools and Media Focused on Corporate Communication in Public Segments
- Content Strategies: Duality of Value Proposition + Value Content
- Attraction Strategies: Outbound vs. Inbound and Complementary Actions
- Digital Positioning Strategies: SEO vs. SEM
- The Dashboard: Analytical Measurement of Digital Campaigns
- Introduction to Offline Media and Its Combination with Digital Media
Module 5: Gestión de la oferta de medios propios, ganados y pagados
- Trends in Digital Media: Channels and Media with the Highest Investment and Growth
- Owned Digital Media: Availability, Choice, and Effectiveness + (Design, Management)
- Owned Digital Media: Content and Optimization (Measurement)
- Paid Digital Media: Availability, Choice, Tools, and Effectiveness
- Paid Digital Media: Content and Optimization (Campaigns)
- Earned Digital Media: Management and Optimization
Module 6: Gestión de un comercio electrónico
- Digital Business Models: Digital Stores vs. Marketplaces
- Tools and Software for Setting Up an E-commerce Business
- Choosing Suppliers: Payment Methods, Transportation, Technology (Servers)...
- Basic Daily Operations and Catalog Management
- Purchase Variables
- Regulations Applicable to E-commerce
Module 7: Experiencia de usuario y optimización de un comercio electrónico
- User Experience in Digital Environments. Trends
- Positioning Strategies Applicable to E-commerce
- Conversion Paths: Analysis of Variations in the Purchase Process
- E-commerce Performance: Analysis of WPO and A/B Testing
- ERP, CRM, Analytics, and Other Necessary Integrations
Module 8: El plan de marketing y la analítica digital
- The Roadmap: The Digital Marketing Plan I (Contextualization)
- The Roadmap: The Digital Marketing Plan II (Strategy)
- Omnichannel and Digitalization of Points of Sale
- Certainty and Uncertainty: Decision Making
- Plan Monitoring I: Introduction to Digital Analytics (Relevant Metrics and KPIs)
- Plan Monitoring II: Google Analytics and Other Analytical Tools as a Basis for Pivoting
Teaching:
- The program emphasizes a practical approach to learning, with experienced professionals from national and international companies in various digital marketing areas serving as instructors.
- The curriculum incorporates real-world case studies and projects, allowing students to apply their knowledge and skills in practical settings.
- Students have access to industry-standard software and tools, such as Hubspot, Semrush, Google Analytics, and Hootsuite, to enhance their learning experience.
Careers:
Graduates of the Curso de Ecommerce y Marketing Digital are well-prepared for a variety of careers in the digital marketing and e-commerce industries. Some potential career paths include:
- Digital Marketing Manager
- Digital Account Manager
- Inbound Marketing Expert
- SEO Expert
- Digital Analytics Specialist
- Growth Manager
- E-commerce Manager
- Digital Trafficker
- Social Media Manager
- Community Manager
- CRO Specialist
- Digital Project Manager
- Product Manager
Other:
- The program is offered in a blended format, combining online and in-person learning.
- The program duration is 9 months.
- The program is delivered in Spanish.
- The program is offered in Santa Cruz de Tenerife.
- The program is a "Título Propio" (own title) awarded by the Universidad Europea de Canarias.
- The program is accredited by the Universidad Europea de Canarias.
- The program has a 93% employability rate, with 93% of graduates finding employment within 18 months of completion.
- The program attracts students from diverse backgrounds, with 14% of students coming from international backgrounds.
- The program fosters entrepreneurship, with 15% of students starting their own businesses.
- The program is delivered at the Universidad Europea de Canarias campus in Santa Cruz de Tenerife.
Universidad Europea: A Comprehensive Overview
Overview:
Universidad Europea is a private university in Spain offering a wide range of academic programs, including undergraduate, postgraduate, doctorate, and technical degrees. It boasts a strong focus on practical learning, internationalization, and employability. The university has six campuses located in Madrid, Valencia, Alicante, and Canarias, as well as online programs for flexible learning.
Services Offered:
Universidad Europea provides a comprehensive range of services to its students, including:
Academic Support:
Educational counselling, internships, careers service, diplomas and certificates, management services, and financial information.Campus Life:
Active student clubs and associations, volunteering opportunities, and a vibrant campus experience.Internationalization:
Study abroad programs, international mobility opportunities, and tailor-made programs for international students.Research:
Extensive research opportunities, including collaborations with leading institutions and industry partners.Facilities:
Modern libraries, state-of-the-art classrooms, and specialized laboratories.Student Life and Campus Experience:
Students at Universidad Europea can expect a dynamic and engaging campus experience. The university fosters a strong sense of community with numerous student clubs and associations, providing opportunities for social interaction, extracurricular activities, and personal development. The university also encourages volunteering, promoting social responsibility and engagement.
Key Reasons to Study There:
Practical Learning:
Universidad Europea emphasizes a "learning by doing" approach, incorporating real-world projects, internships, and industry collaborations into its curriculum.Internationalization:
The university offers a diverse and international learning environment with a significant number of international students and faculty.Employability:
Universidad Europea boasts a high employability rate, with graduates finding employment within 18 months of graduation.Campus Locations:
The university's six campuses provide students with a choice of locations across Spain, offering diverse cultural experiences and opportunities.Online Programs:
The university's online programs provide flexibility and accessibility for students who prefer distance learning.Academic Programs:
Universidad Europea offers a wide range of academic programs across various disciplines, including:
Undergraduate Programs:
Degrees in Animation, Architecture, Biomedicine and Health, Business and Technology, Communication and Marketing, Criminology, Design, Fashion, Education, Engineering, Games Design, International Relations, Languages and Translation, Law, Sciences, Sports, and Tourism.Postgraduate Programs:
Master's degrees in various fields, including Business Administration, Big Data Analytics, Sustainability, Project Management, Construction Management, Sports Management, Esports Management, Sports Psychology, and Sports Nutrition.Doctorate and PhD Programs:
Programs in Biomedicine and Health, Engineering, and Sports.Higher-Level Technical Degrees:
Programs in Biomedicine and Health, Business and Technology, Communication and Marketing, Education, Engineering, and Gaming and Animation.Other:
Universidad Europea has a strong reputation for its commitment to quality education and innovation. The university is recognized by various rankings as one of the best private universities in Spain. It also has a strong partnership with Real Madrid Graduate School, offering specialized programs in sports management and communication.
