Program content
The MSc Digital Marketing & Analytics program takes place over 3 terms.
Thus, during the 1st term, you will learn Professional Expertise, including using the newest AI tools: Prompting, Image Generation, Text to video, Social Network Analysis, and Natural Language Processing.
In the 2nd term in our business school, you will continue deepening on how to combine multichannel digital strategies with data analytics. You will also get the opportunity to be officially certified in Google Analytics, Google Ads, or Hubspot. Moreover, you will work on a Company Consulting Project to put into practice what you have learned in class.
In the 3rd term of the MSc Digital Marketing & Analytics program, you will need to work on your Master’s Dissertation, supported by the TBS Education faculty. Additionally, you will have the chance to undertake a 4-to-6-month optional internship in a renowned national or international company.
Throughout the digital marketing master’s program, you will also benefit from the Soft Skills Certificate. Additionally, you’ll engage in a range of activities to bolster your professional integration:
- Gear up for leading-edge Digital Marketing Certifications & Tools, ensuring you’re at the forefront of your industry.
- Immerse yourself in real-world scenarios during Company Visits.
- Broaden your global horizons with an Optional Language Course.
*Non-contractual information. Courses are subject to change every academic year.
Professional expertise
This academic block of the master in Digital Marketing & Analytics is divided into 8 modules designed to provide you with sound fundamentals in this area.
Understanding the Customer Journey
- Consumer Psychology and Culture
- Advanced Market Research
- Data-Driven Customer Insight Strategies
Research Methods in Marketing
- Conceptualizing Marketing Research
- Conducting Marketing Research
- Writing a Dissertation
Marketing in the Contemporary World
- Marketing Ethics and Social Responsibility
- Marketing in a Global World
- Digital Marketing and Social Media
Digital Marketing
At the end of this unit, students will have learned atemporal digital marketing strategies and concepts as well as using the latest tools to make their visions a reality.
- Digital Marketing Strategy
- UX/UI, No-coding Web/App Building
- Short Video Metrics
Digital Marketing Campaigns
At the end of this unit, students will have learned how to create campaigns in fields as diverse as SEO, advertising, and e-commerce.
- SEO
- Digital Ads
- E-Commerce
Marketing Analytics
At the end of this unit, students will have learned what to measure and how to measure the results of their marketing efforts in order to implement the changes that will yield the best results.
- Marketing Automation
- Web and Mobile Analytics
- Data Visualization
Programming
- Python
- R
Making Decisions with Data
- AI and Machine Learning for Marketing
- Causal Inference in Marketing
- Social and Ethical Implications of Emerging Technologies
Company Consulting Mission (SESAME)
Put your consultancy skills to the test for two weeks during a hands-on, transversal, consultancy assignment!
You will be sent a letter of engagement from a TBS partner company representative about a current strategy issue.
Students pursuing this master’s in digital marketing will receive support from TBS Education professors as they work on a strategic plan to assess the company’s competitive position. They will then suggest strategic and operational actions to meet the company’s challenges.
This practical exercise will let you implement the skills and knowledge you have gained over your MSc program.
Several TBS partner companies have worked with students during previous academic years, including:
- Aerospace Valley
- Airbus Foundation
- AllRead
- Cap Gemini
- Comtesse du Barry
- Continental Automotive
- EY
- Hilti
- Mars Petfoods
- Motorola
- Thalès
- Rockwell & Collins
Soft Skills Certificate
During this unit, you will develop the management and leadership abilities you need in relation to the people and behavioral skills you need to move forward in your career in digital marketing & analytics. This certificate, embedded in the digital marketing masters program, was put together by 26 lecturers and professionals in leadership and management, in conjunction with TBS Career Services.
Management & Leadership Skills
In this part of the course, you will acquire 9 key skills to lead teams and manage your professional career:
Personal Skills
- Self-awareness
- Effective communication
- Lifelong learning
Leadership & Management
- Creating an inspiring vision
- Leading teams
- Responsible decision-making
Relational Impact
- Managing interpersonal relations
- Building trust and well-being in the workplace
- Effective influencing
Career Agility
Run by TBS Career Services, this module will help you reveal your talents and make decisions that work towards your deepest aspirations.
Over the course of lectures, workshops, individual tests, and coaching sessions, experts will help you start the process, ask the right questions, and find the best internship or job for you.
- Coaching: We will help you analyze your skills, strengths, and areas for improvement. Through personality tests and individual coaching, we will integrate your self-knowledge with your aspirations and career choices.
- Personal Branding: You will take part in workshops to build your CV and e-portfolio to highlight your experiences and skills to future employers.
Complementary activities
These activities are intended to give you additional tools to improve your professional skills for better integration in the world of digital marketing.
Certifications and tools
Students will be prepared to obtain the following certifications* as a bonus to their program:
- Google Analytics
- Google Ads
- Hubspot
- Data Visualization: Tableau Desktop Specialist
- Cloud Computing (Microsoft Azure Fundamentals)
*TBS Education will cover the cost of accessing the learning platform and the exams.
The students will also have access to OpenAI chatGPT 4.
Company visits
Company visits in the digital field are an integral part of educational and professional development, providing invaluable real-world insights into the operations and strategies of leading tech and digital firms.
Depending on availability, students will also have the possibility to visit:
- The Mare Nostrum Super-Computer, one of the world’s most powerful computers.
- SAP, one of the world’s leading solutions in ERP, CMS, and data analytics.
Optional Language Course
Make the most of your time in Barcelona by learning Spanish. We offer you the opportunity to take a 40-hour language course for beginners, included in the master’s tuition fee.
If you are planning to undertake your internship in Spain, speaking Spanish would be a highly valuable asset as most of the companies would expect you to be fluent in this language. That is why we encourage you to benefit from this opportunity.
The course’s timetable is embedded in your MSc Digital Marketing & Analytics so that you can combine it with the program’s classes and activities. However, it does not provide you with ECTS credits. Finally, please consider that we require a minimum of 8 students registered to offer each language course.
Master’s Dissertation
You will need to write an individual dissertation on a current digital marketing issue from an academic or professional perspective. By doing so, you will contribute towards the study, analysis, formalization, and abstraction of the issue in question. The dissertation should include the following:
- Motivation: Justifying your choice of the research issue
- Resourcefulness: Ability to start and plan a research article
- Creativity & common sense: Showing a structured and logical methodology
- Cross-functionality: Demonstrating a multidimensional approach to problem-solving
You must submit a suitable master’s thesis to graduate.
Optional Internship
During this master’s degree in digital marketing, you will be given the chance to complete an internship at a company in Spain or abroad over a 4-to-6-month period. The internship is not compulsory for graduation.
Nonetheless, TBS Education encourages you to complete an internship to supplement your education with professional experience in marketing, as it would help towards better professional integration.
How do I find an internship?
TBS Career Services will help you develop your skills and give you the professional tools you need to find the right internship for your career goals, while you are studying your digital marketing master. You will also be offered personalized coaching to ensure you make the most of your internship experience.
Finding an internship can be difficult as it requires perseverance, autonomy, and initiative. You will receive support for this project during the Career Services workshops, which will help you boost your employability.
During previous academic years, MSc students have completed internships with some of the following companies and organizations in the field of marketing:
Qualification obtained
Once students have completed their studies, they will obtain the MSc Digital Marketing & Analytics private degree*, awarded by TBS Education. The corresponding diploma will be awarded in October of the graduation year.
*Private degrees, also known as in-house degrees, are qualifications awarded by a private educational institution, such as TBS Education, rather than a government or public university.
Academic Regulations
The academic regulations outline the rules and requirements that students must adhere to in order to successfully complete their academic program. These regulations are established by TBS Education to ensure consistency, fairness, and quality in the academic process.