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

This course introduces the fundamental principles of data science and walks the student through the "data-analytic thinking" necessary for extracting useful knowledge and business value from the collected data. The student will learn how to improve communication between business stakeholders and data scientists, and how to participate intelligently in a company’s data science projects. This course provides examples of real-world business problems to illustrate these principles. Students will understand why data science and analytics are essential in businesses today and how they can help businesses derive value from data.

Subject-specific module | 3 ECTS

Students will learn how unlocking the power of big data can provide new business opportunities and how to consider data as a strategic organizational asset. Case studies as well as other relevant literary and digital resources will be used to illuminate how technological changes are impacting business organizations. The course provides an overview of how big data is being used in business settings to support current and future business initiatives, decision making and planning. Students will also learn about challenges and risks that may be encountered while introducing big data solutions and for what purposes big data driven innovations can be most successful.

Subject-specific module | 3 ECTS

This is a practical course structured as a project with an iterative format. It is designed to provide a dynamic and engaging experience of executing a strategy consulting project based on a case study. Students will learn to self-organize and collaborate with teammates to solve problems and manage projects effectively and successfully by learning to implement feedback. In addition, students will learn to apply tools and soft skills that will enable them to solve challenges and execute projects as external or internal consultants, individual contributors, or organizational leaders.

Project-based module | 6 ECTS

Successful managers skillfully manage their resources and risks to produce a desired organizational outcome. A key and often overlooked challenge for managers is the ability to manage without influence: in other words, to gain the support of stakeholders and access to resources not directly under their control. Students will explore project management, effective negotiation and communication skills with a practical, hands-on approach through case studies and class exercises. This course will also review socio-political complexities, creativity and emotional considerations as well as approaches to maximize influence. Students will acquire the fundamental tools, concepts and behavioral skills needed to successfully lead and realize benefits from projects, negotiations and communications.

Skills-development module | 5 ECTS

Business Immersion Week is dedicated solely to business-related activities outside the classroom. Students take part in a wide range of events including company visits, escape rooms, managerial problem-solving games and entrepreneurial endeavors. Through this intense week of dynamic activities, students hone their business skills and put theory into practice.

Skills-development module | 1 ECTS

Machine Learning & AI are driving deep transformations in business and society, affecting industries ranging from services to manufacturing. New ways to understand, predict and engage customers, managers and employees are being introduced daily. For instance, to predict demand, assist frontline staff and creating opportunities for new managerially driven efficiencies. This course will explain how machine learning and AI can enhance business results providing examples of current applications. Students will also be introduced to questions raised by the use of machine learning and AI in contemporary business settings including in relation to automation, ethics and corporate responsibility.

Subject-specific module | 3 ECTS

As obscure as it may be for some consumers, virtually everyone living and working in digitally connected societies uses data visualization in one form or another today. Apart from managing daily business operations and analytics inside of companies, data may also be associated with mobile applications, physical performance, device usage, and a variety of other digital spheres that provide professional works and general users with information necessary to organize their time. This course provides students with the necessary knowledge and tools to fully understand the importance of data visualization in business and communication today. Students will explore significant ways data allows for effective negotiation and greater transparency in networking and communication.

Subject-specific module | 3 ECTS

This is a practical course in strategy development structured as an agile project, culminating in creation of a strategy based on a luxury tourism case study. The course is designed to provide a dynamic and engaging experience of developing a strategy by understanding context, choices and determining goals which will determine resource allocation and defend competitive differentiation. The project will involve market research, analysis of segment attractiveness and competitive position building on capabilities and existing strengths. The final strategy will devise development of winning plays for competitive advantage aligned to the company mission and performance objectives. Students will learn to self-organize and collaborate with teammates to effectively manage content modules with group work as with a real management consulting project.

Project-based module | 6 ECTS

This course equips students with the skills required to become effective leaders. Students will learn how to take decisions under uncertainty, build the capabilities needed to lead across local and international boundaries, and learn how to bridge culture gaps and differences to create value for the organization. Students will further develop the ability to lead through challenging dilemmas and explore the role of emotional intelligence in transforming a good leader into a great one. This course will equip students with the knowledge and skills required to formulate contemporary leadership strategies, which will allow for both short- and long-term success. The course takes a pragmatic, real-world approach and embraces the latest thinking in leadership development.

Skills-development module | 5 ECTS

Business Immersion Week is dedicated solely to business-related activities outside the classroom. Students take part in a wide range of events including company visits, escape rooms, managerial problem-solving games and entrepreneurial endeavors. Through this intense week of dynamic activities, students hone their business skills and put theory into practice.

Skills-development module | 1 ECTS

As the volume of data gathered by businesses increases year after year, so does its importance as a key business asset. This course will provide students with the fundamentals of business intelligence, both theoretical and practical, allowing them to understand the role BI plays in managerial decision making and gain practical knowledge of how to create and work with data resources. Students will learn the key concepts of BI and data warehouses and apply them to various projects using Power BI and/or other applications. The course will also cover other important elements of BI such as process, architecture and governance as well as infrastructure, OLAP, data cubes, and so forth.

Subject-specific module | 3 ECTS

This course will provide students with an understanding of the role data plays in managerial decision making. Students will learn about the value of data assets, the management and treatment of data and how businesses can derive value from their data resources. It will also cover the importance of key performance indicators, how data can become an indicator of business value and why KPIs are fundamental in today’s data-driven business world. The creation of KPI measurement systems and the application of KPIs in different business contexts will also be examined.

Subject-specific module | 3 ECTS

This project-based new product development course is designed to provide students with experience in creating and developing a new product from ideation to launch. The course follows the lean startup method. The basic principle of this method is to launch a new product as quickly as possible in order to obtain customer feedback at a very early stage. This is done in a build-measure-learn cycle, which is constantly repeated to develop a product that is designed to be as close as possible to the customer's needs. Students will learn to apply this iterative approach in a concrete case study. They will not only learn the methodological basics and the required toolbox, but also the mindset, which is fundamentally different from that of classic product development. At the end of the course, participants should be able to successfully apply the Lean Startup method in concrete product, service, and business development situations.

Project-based module | 6 ECTS

This course equips students with the skills required to build and lead successful, high-performance teams. The students will learn to manage team dynamics in local and global environments and navigate through corporate and cultural challenges, including crisis management, miscommunication, and conflict resolution. A hands-on approach to team development will be introduced. Considerable attention will be paid to team leadership and empowerment within an ever-changing business environment.

Skills-development module | 5 ECTS

Business Immersion Week is dedicated solely to business-related activities outside the classroom. Students take part in a wide range of events including company visits, escape rooms, managerial problem-solving games and entrepreneurial endeavors. Through this intense week of dynamic activities, students hone their business skills and put theory into practice.

Skills-development module | 1 ECTS