Master in Digital Marketing, Transformation & Design Thinking
(título propio)
Technology is transforming our world at a rapid pace, and businesses need to ensure they connect with an increasingly powerful and discerning customer base.
Digital marketing is crucial to business success and this program provides a comprehensive understanding of new technologies and how to implement them for effective digital marketing campaigns, as well as examine digital business models and digital transformation strategies in order to achieve optimal success in the ever-evolving business landscape of the future.
Program Structure
The Master in Digital Marketing, Transformation & Design Thinking (título propio) is a one-year program of 60 ECTS, divided into three terms. Each term comprises four courses (4 ECTS each) and one seminar (2 ECTS). Throughout the year, students will also participate in real-life case studies and business simulations. In order to graduate, participants must also complete a business plan (6 ECTS).
(13 CH | 18 ECTS)
Introduction to Big Data & Data Science
Show detailsData 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
The Data Science Toolkit
Show detailsThis 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
The Big Data Toolkit
Show detailsStudents 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
Data Security & Privacy
Show detailsIn today’s regulatory landscape, data security and privacy are at the forefront of every enterprise. Students will understand the principle legal structures governing how organizations can collect, store and handle their data; understand the main threats in the cybersecurity landscape; and become equipped with the right set of tools and knowledge for handling them. Real-world examples illustrate the complex nature of ethical and social issues underlying the technology industry and students will understand the best strategies for success from the perspective of security, privacy and ethics.
3 CH | 4 ECTS
Masterclass I
Show detailsThis masterclass, the first of three held throughout the year, will be dedicated to the acquisition of specific practical skills relating to big data and data science.
1 CH | 2 ECTS
(13 CH | 18 ECTS)
Machine Learning
Show detailsThis course will introduce students to the fundamental concepts in machine learning starting from the very basics of a data model and what value can be derived from using machine learning algorithms. Students will learn about the two main types of classical machine learning algorithms: supervised and unsupervised and gain hands-on experience with using these models on data sets using the Python programming language and the corresponding libraries. Emphasis will be placed on choosing the correct machine learning algorithms for a given data set and application. Students will also learn the different metrics used to evaluate the performance of a machine learning algorithm.
3 CH | 4 ECTS
Deep Learning & AI
Show detailsDeep learning is one of the most sought-after skill sets in the data world and it has made an extraordinary contribution across several industries over the last few years. This course aims to give an overview of the deep learning landscape and establish how deep learning differs from classical machine learning. Students will learn which problems are particularly suited to deep learning and gain hands-on experience with the deep learning toolset in Python.
3 CH | 4 ECTS
Data Visualization & Communication
Show detailsThis course provides learners with the essential knowledge and skills to understand the concept of information visualization with an emphasis on its importance in a business setting. The course will introduce an overview of how data can be encoded visually and how information can be communicated efficiently.
3 CH | 4 ECTS
Data Visualization Lab
Show detailsThis course provides learners with the practical skills to apply the concept of information visualization in a business setting. Students will gain hand-on experience with advanced web-based applications and understand their key role in the data visualization process. This course will be delivered in the format of a lab, in which students will work on creating interactive web-based visualizations.
3 CH | 4 ECTS
Masterclass II
Show detailsThis masterclass, the second of three held throughout the year, will be dedicated to the acquisition of specific practical skills relating to machine learning and AI.
1 CH | 2 ECTS
(13 CH | 18 ECTS)
Business Intelligence
Show detailsThis course introduces students to the main concepts of business intelligence and how they can support decision-making across a wide range of business sectors. Students will become familiar with the main business intelligence tools and applications including data management systems and data warehouses. Hands-on projects will teach students effective business reporting and how to create various visualizations and dashboards.
3 CH | 4 ECTS
Management Information Systems & ERP
Show detailsThis course focuses on the role of information systems in organizations. Students are provided with an overview of information systems and their main components. Through real life examples, students will come to appreciate why information systems are so essential in businesses today and how they can help businesses derive value from data. This course provides a more in-depth view of enterprise resource planning with a focus on supply chain management, knowledge management systems and customer relationship management systems.
3 CH | 4 ECTS
Business Analytics
Show detailsThis course introduces students to the main concepts of business analytics, with an emphasis on the specific applications of these concepts as well as how to implement them in a business environment. Students will learn how to make informed data analysis decisions; draw conclusions from data; examine the underlying statistical principles in business analytics; and apply predictive algorithms in business analytics frameworks.
3 CH | 4 ECTS
Data-Driven Management
Show detailsThis course will provide the theoretical framework for applying formal asset management techniques to the treatment of data. Students will learn how to identify data assets, measure their quality and derive their business value. Specifically, they will learn how to create an effective framework for evaluating the business value of different data assets; become familiar with data standards for quality; assess different techniques to measure data quality and value; understand how to harness data across a large organization; develop the skills to make data-driven decisions; and leverage analytic toolkits to address different business opportunities.
3 CH | 4 ECTS
Masterclass III
Show detailsThis masterclass, the third and final of three held throughout the year, will be dedicated to the acquisition of specific practical skills relating to data science for business.
1 CH | 2 ECTS
Final Project
Show detailsStudents will also be required to submit a final project (6 ECTS/4CH) at the end of their studies and to attend field trips, company visits and fairs as part of the experiential learning method.
4 CH | 6 ECTS
The master's programs (título propio) awarded by Universidad Católica San Antonio de Murcia (UCAM), Spain, were authorized to be offered at EU Business School Munich GmbH on April 13, 2021, following article Art. 86 Abs. 3 BayHSchG. For more information about university-specific degrees (título propio) and state-recognized university titles, please refer to the section Degrees at EU Business School on our website at eumunich.com/degrees.
Learning Outcomes
This master’s program (título propio) develops the knowledge and skills to design effective strategic digital marketing plans and campaigns, understand customer motivation, manage brands on social media and leverage web analytics effectively. Students will be able to:
- Design effective strategic digital marketing plans and campaigns and understand consumer motivation, as well as the fundamentals of search engine algorithms.
- Develop innovative, creative and user-oriented ideas and solutions using the design thinking process and brainstorming and ideation techniques.
- Redesign and reimagine businesses and products driven by new technologies and apply a strategic approach to planning digital transformation.