Master in Strategic and Digital Marketing in Madrid

WHERE Madrid
LENGHT 9 months, 60 ECTS
START October

Monday and Wednesday from 7:00 pm to 10:00 pm.

From Monday to Friday: programmed complementary activities aimed at developing skills and competencies.

PRICE €8,100

Why study this Master in Strategic and Digital Marketing Management?


If you like new technologies and social networks and you want to focus your future employment on this sector, studying the Master in Strategic and Digital Marketing Management in Madrid is the best option for doing so.

You will learn to create marketing strategies, study consumers in the digital environment, learn how to determine a target audience and measure the influence and return of your actions, among many other things.

Degrees to be Obtained

Master in Strategic and Digital Marketing Management.

Degree issued by ESERP

Master in Strategic Business Consulting and Institutional Communication, specialising in Marketing and Sales.

Master’s Degree issued by the URJC

Private Master’s Degree in Strategic and Digital Marketing Management*.

Issued by the European Communication School of France – Belgium

International Certificate*

Issued by the University of Applied Sciences, Schmalkalden  (Germany)

International Certificate*

Issued by the European Communication School (France – Belgium)

*Students who study and successfully complete the ESERP’s study plan, attend the international conferences and do a project on said conferences will obtain the International Certificates.



Our professors are composed of entrepreneurs, executives and managers with extensive professional experience, as well as academic experts. Many of the ESERP professors hold executive positions and positions of responsibility in both start-ups and multinational corporations. They bring to the table their experience, perspectives and capabilities that are the result of their extensive experience in the business environment, which they apply to their lectures, thus helping to create an enriching and professional programme.

Admissions Process


Admissions Tests


Registration / Enrolment

Payment Methods

Price: €8,100 


Students from the EU (European Union) in possession of a NIE

First payment

The rest will be paid in 10 consecutive monthly instalments from October to July of €660€6,600

5% discount for early payment


Non-EU (European Union) students

First payment


The rest will be paid in 10 consecutive monthly instalments from October to July of €560


5% discount for early payment


* Fees for issuing diplomas and certificates are not included.
* In the event the student pays for the entire programme at a price that is different from that indicated on the website (due to the application of scholarships or grants), the discount for early payment will be 5% of the final price to be paid.
* The 5% discount for early payment will also be applied to those students who, after paying the enrolment fee, decide to pay for the rest of the programme before it starts. In this case, the discount will applied to the remaining amount that is pending payment.
* Master’s Degree included in the incentive programmes of the Tripartite Foundation.


  • Business strategy concept: basic concepts, elements and success factors.
  • Strategic management system. Management process: strategic analysis and strategic management.
  • Introduction to Digital Marketing.
  • Fundamentals of Strategic Marketing and Marketing Mix.

  • Digital marketing department: structure and team.
  • New digital professionals.
  • Digital Recruiters & Headhunters.

  • Neuromarketing.
  • New consumer profile and stakeholders.
  • Customer Relationship Management (social CRM).
  • Big Data and KPIs.

  • Corporate and product brand. Brand image. Meanings and differentiation.
  • Personal brand. Personal branding.
  • Types of business conflicts and their sources. Crisis manual.
  • Reputation management. Management of corporate crises in digital environments.

  • Brand protection: term and scope, renewals, optimisation and defence of the brand.
  • Intelectual property: legislation, categories, defence and infraction. New technologies.
  • Data transfer: DPA, defence of Private Data, infractions.
  • Legal applications in digital marketing.

  • Internationalisation. Assessment of international environments. Digital marketing in the global economy.
  • Market segmentation.


  • Social network strategy.
  • Social Network Management: Facebook, Instagram, Twitter, LinkedIn, etc.
  • The professionalisation of the Community Manager.
  • Inbound Marketing & Growth Hacking.

  • SEO and SEM.
  • Google AdWords, Google Analytics.
  • Analysis and measurement of social networks. Dimensions and metrics.
  • Mobile marketing.
  • Geolocation.
  • Landing page.

  • E-Commerce models and strategies.
  • Online payment methods.
  • Logistics of e-Commerce – online store.
  • E-mail Marketing and Affiliate Marketing.

  • Customer experience: Customer Experience Index, Brand Experience Index and Employee Experience Index.
  • Innovation and creativity applied to the improvement of the Consumer Experience.
  • Sensory Marketing. The senses as a complement to the experience. The store and the five senses.
  • Mechanisms for improving the Consumer Experience through social media (Twitter, YouTube, Facebook and other social channels).

  • New content management strategies: Storytelling.
  • Crowdsourcing: content creation.
  • Gamification.

  • Technology experience & Showroom.
  • Virtual Reality, Augmented Reality and 3D Printing.
  • The Internet of Things.


  • Team management.
  • Empowerment and motivation. Social climate. Talent management.
  • Leadership styles. Change Management Coaching, emotional and social intelligence.
  • Evaluating and rewarding team performance.
  • Working in multi-cultural teams.

  • Planning the sales campaign: forecasts, budget, objectives and income statement.
  • Organisation of the sales team. Policies for selection, training, motivation, remuneration and control of the sales network.
  • Pricing. Price as a regulator of consumption. Price discrimination.
  • Total outsourcing vs. specific process outsourcing. Efficacy of both methods.

  • Balanced Scorecard: strategy design in management.
  • Kaplan and Norton’s model.
  • Cause-effect relationships: The Strategic Map. New profession of the buyer and the Value Added chain.
  • Order and contract management. Quality and the “ABC” learning curve.



(*) Curriculum content, its programming and materials may be modified slightly due to changes in academic planning.

(*) The order of the modules is indicative based on the scheduling of the Master’s Degree.


After the programme, you will be part of ESERP ALUMNI: an active community with an international presence made up of more than thirty-five thousand former students.



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