Program Presentation
Mastering communication and digital marketing strategies is essential for ensuring the success of companies and projects in an increasingly competitive and international market. A strong online presence has become the primary need for initiatives seeking visibility, projection, and consolidation in the global market. To achieve this, companies must have professionals who are trained to lead successful communication and digital marketing projects, enabling them to meet their objectives.
In this context, the Specialization in Communication and Digital Marketing program offers comprehensive training, covering foundational knowledge in marketing and e-commerce, digital consumer behavior, tools and communication channels on the Internet, and online community management (community management, content creation, and data analytics). It also provides essential insights for executing a successful communication and digital marketing project.
As a distinguishing feature, the program culminates in the development of an individualized communication and digital marketing project, which students can apply in their work environment, allowing them to put into practice the knowledge gained throughout the program.
Who is the programme for?
The Specialization in Communication and Digital Marketing program is designed for:
- Professionals in the Social Sciences (preferably in Communication, Advertising, Marketing, Business, Economics, Journalism, etc.) or other fields who are interested in digital marketing and online communication strategies.
- Professionals from various fields, with or without experience in the sector, who wish to expand and consolidate their knowledge of digital marketing or aim to shift their professional careers towards this sector.
Diploma
The successful completion of the program will lead to the awarding of the Specialization in COMMUNICATION AND DIGITAL MARKETING degree.
Upon successful completion of the Program, the student will receive the degree issued by the university where they have enrolled.
Program Structure
The credit structure of the Communication and Digital Marketing program is shown in the following table. It should be noted that the duration is merely indicative, as the methodology integrates the knowledge and skills to be acquired in each part through integrative exercises of knowledge acquisition and internalization of project practices:
| CREDITSa | |
|---|---|
| 1st Part: Subjects | 30 |
| 2nd Part: Communication and Digital Marketing Project | 5 |
| TOTAL | 35 |
a. The equivalence in credits may vary according to the university where the student has enrolled. One (1) ECTS (European Credit Transfer System) credit is equivalent to 10 + 15 hours. If the student is enrolled in a university that does not belong to the European Higher Education Area (EHEA), the relation between credits - hours may vary.
Duration
The program in Communication and Digital Marketing has 35 credits.
The duration of the Specialization in Communication and Digital Marketingprogram varies between 9 a 12 months, depending on the student's commitment. During this period, the student must have successfully passed all the corresponding evaluations as well as the Final Project, if any.
Objectives
General objective
- To be able to design a COMMUNICATION AND DIGITAL MARKETING PROJECT that can be applied in the student's professional environment.
Specific Objectives
- Master online marketing strategies and e-commerce sales.
- Know the specific characteristics of the digital consumer.
- Recognize the advantages and disadvantages of the main Internet communication channels and tools.
- Know the characteristics and functions of Community Management, including content creation and data analysis.
- Learn how to design and implement a digital marketing and communication project.
Career Opportunities
Some of the career opportunities in the Communication and Digital Marketing program are as follows:
- Communications and digital marketing director/consultant
- Community Manager and Social Media Manager
- Online Media Planner
- SEO Consultant
- Content Management System
- Web Analyst
Study Plan
The Communication and Digital Marketing program has a total duration of 35 ECTS credits (12 months), divided into the following modules:
- PART I: SUBJECTS (30 CREDITS)
The first part of the program explores the key thematic areas related to digital marketing and e-commerce, digital consumer behavior, Internet communication channels and tools, community management, as well as the design and management phases of digital marketing and communication projects.
The corresponding subjects and hours are shown in the following table:
| PART I: SUBJECTS | ||
|---|---|---|
| # | SUBJECTS | HOURS |
| 1 | Digital Marketing and e-Commerce | 50 |
| 2 | Consumer-Buyer Behavior | 50 |
| 3 | Digital Communication | 50 |
| 4 | Digital Communication Channels | 50 |
| 5 | Community Management | 50 |
| 6 | Design and management of communication projects | 50 |
| TOTAL | 300 | |
- PART II: COMMUNICATION AND DIGITAL MARKETING PROJECT (5 CREDITS)
In the final part of the program, students will design their own Communication and Digital Marketing Project, applying all the knowledge acquired throughout the course of the subjects.
| PART II: COMMUNICATION AND DIGITAL MARKETING PROJECT | ||
|---|---|---|
| # | SUBJECTS | HOURS |
| 1 | Communication and Digital Marketing Project | 50 |
| TOTAL | 50 | |
Description of the Subjects
PART I: SUBJECTS
- Digital Marketing and e-Commerce
It provides an understanding of the transition from the offline paradigm to the online model. Within these two marketing philosophies, it facilitates customer identification and management, from acquisition to loyalty. It presents strategies and models to measure the success of commercial campaigns, especially in the online environment.
- DIGITAL MARKETING: COST-BENEFIT ANALYSIS WITH RESPECT TO TRADITIONAL MARKETING
- CUSTUMER JOURNEY AND DIGITAL MARKETING CREATION OF AWARENESS - VISIBILITY - TO CAPTURE CUSTOMER ATTENTION CONVERSION STRATEGIES,
- SHOPPING EXPERIENCE AND LOYALTY
- CAMPAIGN ANALYSIS AND KEY METRICS
- PERFORMANCE: DEVELOPMENT OF ONLINE MARKETING STRATEGIES AIMED AT ACHIEVING RESULTS
- Consumer-Buyer Behavior
This subject presents the main behavior of the digital consumer.
- MARKETING AND CONSUMER BEHAVIOR
- CONSUMER BEHAVIOR AND MARKETING ACTION
- MOTIVATION IN CONSUMER BEHAVIOR
- CONSUMERS AND THEIR ENVIRONMENT OF INFLUENCE
- TOOLS FOR MOTIVATION AND COMMUNICATION IN THE PURCHASING PROCESS
- Digital Communication
This subject presents the set of techniques and tools necessary for effective communication on the Internet, to connect with the receiver from the possibilities of the network. Special emphasis is placed on written communication in the new media and the keys to creating multimedia content.
- WRITTEN COMMUNICATION: FUNDAMENTALS OF EFFECTIVE WRITING, CRITERIA FOR WRITING IN DIGITAL MEDIA AND TECHNIQUES AND TOOLS FOR EFFECTIVE COMMUNICATION ON THE INTERNET.
- DIGITAL AUDIOVISUAL COMMUNICATION: FUNDAMENTALS, TYPOLOGY OF AUDIOVISUAL MEDIA, AUDIOVISUAL NARRATIVE.
- AUDIOVISUAL IN THE DIGITAL ERA: TECHNIQUES AND TOOLS FOR EFFECTIVE AUDIOVISUAL COMMUNICATION AND NEW AUDIOVISUAL GENRES IN ONLINE AUDIOVISUALS
- Digital Communication Channels
This subject presents the communication channels and novel formats for good communication in the network.
- WRITTEN COMMUNICATION: BASICS OF EFFECTIVE WRITING, VETERAN INTERNET CHANNELS: WORLD WIDE WEB, INTRANETS, E-MAIL, DISCUSSION FORUMS, MAILING LISTS, RSS.
- WEB 2.0. BLOGS. WIKIS. COLLECTIVE INTELLIGENCE" WEBSITES. SOCIAL BOOKMARKING. IDEA BANKS. CLOUD COMPUTING. COLLABORATIVE WEB AND DISTRIBUTED WORK MANAGEMENT. FROM WEB 2.0 TO WEB 3.0.
- AUDIOVISUAL FORMATS: YOUTUBE/VIMEO. STREAMING VIDEO. PODCASTS AND VIDEOCASTS. VIDEOCONFERENCE (SKYPE, HANGOUT). IMAGE SITES (FLICKR, GOOGLE PHOTOS/PICASA). WEBINAR.PRESENTATIONS (SLIDESHARE AND PREZI). VIRTUAL AND AUGMENTED REALITY.
- SOCIAL NETWORKS: FACEBOOK, TWITTER (PERISCOPE, VINE), LINKEDIN, INSTAGRAM, PINTEREST, SNAPCHAT, THEMATIC SOCIAL NETWORKS.
- Community Management
This subject presents the essential tools for creating, managing, and monetizing a community of consumers in the digital environment, with the goal of enhancing brand value and positioning, while increasing the company's revenue and profitability. To achieve this, the subject will cover the evolution of consumer communities and their growth in recent years, as well as the various virtual platforms used to manage them.
- THE EVOLUTION OF CONSUMER COMMUNITIES
- TANGIBLE AND INTANGIBLE ASPECTS OF A COMMUNITY
- COMMUNITY MANAGEMENT
- COMMUNITY MANAGEMENT
- COMMUNITY MANAGEMENT PLATFORMS
- CONTENT MANAGEMENT
- PERFORMANCE MEASUREMENT
- Communication Projects Design and Management
This subject presents the concepts, strategies and techniques necessary for evaluating and monitoring communication and digital marketing projects.
- COMMUNICATION PROJECT.
- DETERMINING THE OBJECTIVES, TARGET AUDIENCE AND MESSAGES OF THE COMMUNICATION PROJECT. ANALYSIS OF THE INITIAL SITUATION. DESIGNING COMMUNICATION OBJECTIVES. PUBLIC. DETERMINING THE MESSAGES.
- DEVELOPING THE COMMUNICATION STRATEGIES AND ACTIONS OF THE COMMUNICATION PROJECT.
- BUDGETING, MONITORING AND EVALUATING THE COMMUNICATION PROJECT.
- CURRENT TRENDS IN PROJECT DESIGN AND PLANNING.
PART II: DIGITAL MARKETING AND COMMUNICATION PROJECT
Digital Marketing and Communication Project
At the end of the program, students will develop their own Digital Marketing and Communication Project, incorporating everything they have learned in the previous subjects. The goal is for the project to be related to the student's professional activity so that it can be effectively implemented upon completion of the program. To support this, all the necessary steps for project creation will be presented, and the development process will be supervised by a specialized tutor.
Management
- Dr. Ernesto Bautista Thompson. PhD in Computer Science from the Computer Science Research Center of the Instituto Politécnico Nacional, Mexico. Master's degree in Materials Science and Engineering from the Universidad Nacional Autónoma de México. Degree in Physics from the Universidad Nacional Autónoma de México. Experience in consulting projects in data science and software development in the oil industry (PEMEX E&P) and in business intelligence in companies in the commerce, manufacturing, and food sectors. Academic career as a researcher in the field of time series analysis and modeling, data science, and information visualization. Teaching career in graduate and postgraduate programs in different universities in Mexico: Universidad Autónoma del Carmen, UVM, UTEL; he is currently a full-time professor at the Universidad Internacional Iberoamericana México. Academic Coordinator of the Master's Degree Program in Data Science applied to Business Intelligence.
-
General Academic Coordination
- Dr. (c) Ligia María Lee Guandique. Degree in International Relations from Universidad Rafael Landívar, Guatemala. Master's Degree in Political Science from Pontificia Universidad Católica de Chile.
FUNIBER Training Scholarships
The Fundación Universitaria Iberoamericana (FUNIBER) periodically allocates an extraordinary economic item for FUNIBER Scholarships.
To apply for the scholarship, please complete the information request form on FUNIBER's website or contact the office branch in your country, who will inform you if it is necessary to provide any additional information.
Once the documentation is received, the Evaluation Committee will examine the suitability of your application for financial aid as awarded by the FUNIBER Scholarship.