Master in Digital Marketing, Transformation & Design Thinking
(título propio)

Data is truly everywhere. Digitization, computing and the Internet have revolutionized the accumulation, volume and use of data. Today we can collect, store and preserve more data than ever before. Working with these large amounts of dynamic and unstructured data requires a whole new set of skills and technologies. This course introduces students to the landscape of big data, data science, machine learning and statistics and how they can be used together to derive business value from data.

3 CH | 4 ECTS

This hands-on course introduces students to the main tools used in data science, including Python and the Jupyter ecosystem. Students will understand how to create a virtual environment and install libraries for different data science projects and identify the main advantages of Python and R as tools for data science. They will also complete an end-to-end data analysis project using the Pandas library.

3 CH | 4 ECTS

Students will learn about the tools available for dealing specifically with big data. Students will gain hands-on experience with the different models available for big data, including SQL databases, NoSQL databases, Hadoop ecosystem and Apache Spark. Emphasis will be placed on the different business problems that each model helps us solve, and their advantages and shortcomings will be assessed.

3 CH | 4 ECTS

This course focuses on the management of organizations. It will examine the skills and functions needed by managers to run efficient and effective organizations. Themes such as motivation, communication, leadership and strategy will be covered.

3 CH | 4 ECTS

This course addresses the modern management process including decision-making and planning, motivating others and efficient communication. This course more specifically focuses on exploring the rationale of organizational design and structure to achieve firm objectives; positive employer-employee relations; managerial ethics and the use of control systems.

1 CH | 2 ECTS

Marketing involves understanding the marketing mix and making decisions about product, distribution, promotion, and price. This course introduces students to the concepts, analyses and activities that comprise marketing management, including the study of the marketing environment framework, target market, market segmentation, marketing ethics, and the marketing mix. Students analyze cases dealing with marketing successes and failures, to acquire a fundamental understanding of marketing management.

3 CH | 4 ECTS

This course examines the functional area of operations management in the manufacturing industry. Topics include decision-making, capacity planning, aggregate planning, forecasting, inventory management, distribution planning, project management and quality control. The course is designed to integrate the various elements of the program within a practical problem-solving environment. Students are expected to read extensively, complete all assignments, participate in discussions and cooperate in the identification and application of their learning to new situations.

3 CH | 4 ECTS

This course will explore the key concepts, processes and techniques used in HRM and apply these to organizational settings. Students will explore the role of HRM in helping businesses to meet their strategic objectives and adapt to the changing business environment. The course covers topics such as recruitment and talent management and acquisition; training; mentoring and promotion; appraisal; fair compensation; conflict resolution and legal issues.

3 CH | 4 ECTS

The strategic positioning of an organization is instrumental to its success. Having a clear vision and mission that runs throughout the organization is key to both internal and external branding. Students learn to identify and analyze the drivers of a company’s performance and identify external changes that may affect optimal results. This course reviews the main concepts, methods and tools used in formulating strategies and implementing processes. Students also explore ways to better leverage a company’s internal resources in order to improve sustainable performance and investigate the limitations of applied theory.

3 CH | 4 ECTS

Organizations are increasingly aware of the importance of intellectual and human capital. Leadership and trust are two drivers of human capital development. Trust is at the heart of organizational and personal issues and rests on rational and emotional foundations and on contractual and affective exchanges. To become a leader, you have to know yourself, be aware of your strengths and weaknesses and understand others. This course focuses on effective communication, support, teamwork, leadership and team-building.

1 CH | 2 ECTS

This course studies various issues related to managing international businesses effectively. The purpose is to develop skills in identifying critical issues facing, analysing key factors related to, and developing solutions for businesses that compete in global business environments either now or in the future. This course aims to enable students to better analyse and understand the opportunities and challenges that companies face when expanding their activities internationally and when dealing with international competitors in their home markets. Special attention is placed upon different tools and analytic competences available to the different specialized managerial roles when competing internationally.

3 CH | 4 ECTS

Innovation management establishes a framework for developing and maintaining innovation and new product development capabilities in the corporate world. It allows for the identification of the opportunities and needs for innovation and research and development in the firm, while linking it to the practical development of new products and the conditions under which they can be launched with success. The course is designed to integrate the various elements of the program within a practical problem-solving environment. Students are expected to read extensively, complete all assignments, participate in discussions and cooperate in the identification and application of their learning to new situations.

3 CH | 4 ECTS

This course uses a combination of traditional and contemporary business development methods and theories to give students an insight into the inception of a startup or the development of a new business concept for an existing company. Students will explore entrepreneurial behavior, successful initiatives and entrepreneurship frameworks, while drawing upon key entrepreneurial principles and methods to nurture critical thinking and confidence in entrepreneurial analysis.

3 CH | 4 ECTS

The collection and management of business information and its effective dissemination throughout an organization is essential for decision-making and the future of any company. This course is designed to develop understanding of the importance of Knowledge Management (KM) and technology systems in today’s complex business environment. Students will gain an understanding of contemporary theories and practices of KM and will explore its role in helping businesses meet their strategic objectives and adapt to the ever- changing business environment.

3 CH | 4 ECTS

Negotiating is part of our personal and professional daily lives. This is a skill that all organizations value. Being an effective negotiator promotes career development. The main objectives of the course are to help students build and strengthen their negotiation skills by developing an analytical understanding of business negotiations, so they can become more effective negotiators and problem-solvers.

1 CH | 2 ECTS