Students will learn to conduct market research, analyze consumer behavior, segment target audiences, position brands, and make informed decisions regarding product development, pricing, distribution, and promotion.

The curriculum also covers digital marketing strategies, marketing metrics, ethical considerations, global marketing challenges, innovation in product development, and marketing communications. Students are equipped to create holistic marketing plans that align with business objectives and drive growth in today’s dynamic and competitive marketplace.

With a philosophical approach, students will gain a deep understanding of the principles and practices essential for creating intuitive, user-centric digital products.

They will learn how to conduct user research to identify user needs and preferences, design information architectures, conduct usability testing, and apply user feedback to refine and optimize user interfaces.

Students will also explore usability heuristics, accessibility standards, and the psychological aspects of user behavior, enabling them to design seamless and engaging digital experiences that enhance user satisfaction and drive business success.

Students will acquire skills to optimize online visibility and drive traffic through search engines.

They will learn the fundamentals of search Engine Optimization (SEO), keyword research, on-page optimization, technical SEO, and off-page strategies to improve organic search rankings.

Additionally, students will delve into SearchEngine Marketing (SEM) by understanding pay-per-click (PPC)advertising, campaign management, keyword bidding, ad copywriting, and performance analysis.

Students will discover how to create, manage, and optimize content to meet organizational goals and engage target audiences effectively.

They will learn how to conduct content audits, develop content plans, and align content with brand objectives and user needs.

Additionally, students will content distribution strategies and the role of storytelling in content marketing with a focus on data-driven decision-making.

Students will develop skills in planning, executing, and optimizing online advertising campaigns across various digital platforms.

They will learn how to target specific audiences through data-driven audience segmentation, create compelling ad creatives, understand bidding strategies and budgets, and utilize advertising analytics to assess campaign performance.

Students will explore the diverse landscape of digital advertising channels, including display advertising, social media advertising, search engine advertising (SEM/PPC), programmatic advertising, and video advertising, gaining the expertise to develop effective advertising strategies that maximize reach, engagement, and return on investment in the digital ecosystem.

Students will examine with hands-on experience and practical skills, how to craft and execute social media campaigns that enhance brand visibility, drive engagement, and achieve specific marketing goals in the dynamic world of social media.

Students will learn to implement and manage marketing automation platforms, create personalized customer journeys, and automate marketing campaigns for increased efficiency and effectiveness.

Additionally, students will explore customer relationship management (CRM) principles, data segmentation, customer profiling, and the integration of CRM systems with marketing automation tools to provide seamless, personalized experiences for customers.

With a focus on data analysis and reporting, students will acquire the skills to measure campaign performance, analyze customer behavior, and make data-driven marketing decisions that foster customer retention, loyalty, and overall marketing success.

Students will acquire advanced skills in data analysis and interpretation to get valuable insights from user behavior and digital interactions.

They will learn to collect, clean, and analyze data using various analytics tools and techniques, such as Google Analytics, user tracking, A/B testing, and heatmaps.

Students will delve into understanding user personas, user journeys, and conversion funnels, enabling them to optimize digital experiences and marketing campaigns for maximum effectiveness.

Students will learn to analyze market trends, identify target customer segments, and select appropriate e-commerce platforms and technologies.

Students will explore pricing strategies, product assortment planning, supply chain management, and digital marketing tactics tailored specifically for e-commerce success. Additionally, they will delve into user experience (UX)design, payment gateways, security considerations, and the integration of analytics to measure and optimize e-commerce performance.

With a focus on data-driven decision-making and a holistic approach to online retail, students will acquire the skills to create and execute e-commerce strategies that drive sales, enhance customer satisfaction, and foster business growth in the digital marketplace.

Students work during all the program on a final project with the aim to build a real digital content strategy. The main goal is to equip the students with the adequate tools and knowledge to define and solve problems in an innovative and collaborative way. They learn to identify opportunities and design digital content solutions with focus on user needs.