EXECUTIVE MASTER INDIGITALSTRATEGY &LEADERSHIP

high performance training

This Executive Master is specially designed for managers who need to be at the forefront of their company’s digital strategies in order to lead projects and guarantee success.

You’ll make a difference in your career thanks to this transformative pro- gramme and its global approach. Once you have completed the pro- gramme, you will feel confident in your abilities to solve any digital chal- lenges you may come up against.

This Executive Master contains both online and onsite sessions, the latter of which will take place in Barcelona during a one-month period. These face-to-face sessions take on a highly strategic approach and focus on the key digital disciplines you need in order to correctly diag- nose problems and make decisions.

Furthermore, each subject in the curriculum boasts the support of a team of expert mentors who will help you to ensure your business plan is fully adaptedto digital environments. They will become your “board offor the programme’s 11-month duration; they will share their knowledge withyou and offer you support to help consolidate your new insight and your business.

Request informationReserve a place
Become the lead manager of successful digital strategies in your company
“The main goal of this Executive Master is to acquire the knowledge and abilities needed to ensure your business projects succeed in digital environments, to maximise revenue, and stay at the forefront of your sector.”
01.
The massive potential your projects will gain thanks to the incorporation of appropriate digital strategies.
02.
How to establish your digital objectives, measure them, and optimise them.
03.
How to motivate your digital teams, understanding their needs and adapting yourself to each discipline.
04.
How to lead a digital project and significantly increase its chances for success.
05.
How to establish the most efficient methodologies to use for each business strategy.
06.
How to use growth hacking marketing strategies in order to accelerate your business’s growth.
07.
How to manage your brand’s reputation.
This is for you if…

All managers must understand digital environments. Whether you rely on in-house teams or you hire third parties to carry out your digital business plans, being able to effectively lead these actions will make all the difference when it comes to reaching success and obtaining the best return on investment. This Executive Master is for you if: You must make quick and efficient decisions on digital projects.

You already lead teams and/or projects but want further training in order to tackle digital challenges.

You want to be more competitive and not lag behind in the employment market.

You have an entrepreneurial spirit and want to ensure your success.

High-Performance Programme
Quality content is the key to a high-performance programme.Thanks to our highly relevant and in-depth syllabus, professionals who study this programme acquire more essential digital skills that will make them stand out in today’s highly demanding and competitive digital work environment.

This is the content you will specialise in during this Master’s Programme:

COURSE STRATEGIC DIGITAL DECISION-MAKING

Unit 1 INTRODUCTION TO DATA ANALYSIS

  • Big Data
  • History of Big Data
  • Benefits of analysing Data to Make Decisions
  • Storing Data
  • Use of Big Data in Small And Medium Sized Businesses Small Data
  • Merging Business and Technology

Unit 2 DIAGNOSING THE PROBLEM

  • Types of Problems and How to Tackle Them
  • Diagnosing a Problem
  • Decision-Maker Profiles
  • Tools for Diagnosing Problems
  • Registering Problems in Excel

Unit 3 DEFINING OBJECTIVES

  • OKRs (Objectives and Key Results)
  • How to Define Objectives
  • Metrics and KPIs
  • Relevant Metrics for Business
  • Cohort Analysis

Unit 4 THE DECISION-MAKING PROCESS

  • Why Do We Make Bad Decisions?
  • Types of Decisions
  • The Decision-Making Process
  • Enemies of Decision-Making: Decision Traps
  • Open Decision-Making

Unit 5 ADVANCED TECHNIQUES

  • The McKinsey Way
  • The BCG Matrix

Unit 6IMPLEMENTING DECISIONS

  • Understanding the Risks
  • Planning Implementation
  • Monitoring Progress
  • The Strategic Value of Communication

Unit 7 BUSINESS INNOVATION MODELS

  • Design Thinking
  • The Lean Startup Model
  • The 70/20/10 Learning Method
  • Transformation Map: Long-Term Strategy

Unit 8 CORPORATE CULTURE

  • Characteristics of Corporate Culture
  • Improving or Changing the Corporate Culture
  • Case Studies

COURSE DIGITAL CREATIVITY

Unit 1 INTRODUCTION TO CREATIVITY

  • What is Creativity?
  • Creativity in Marketing and Advertising
  • The Four Stages of the Creative Process
  • Creative Techniques

Unit 2 DIGITAL COMMUNICATION

  • The Media Goes Digital
  • Web Languages and Conventions
  • Content Strategy
  • Branded Content

Unit 3 DESIGN THINKING

  • Problem, Idea, and Solution

Unit 4 THE PROBLEM

  • The Creative Brief
  • The Brand’s Tone and Personality
  • The Objectives
  • The Target
  • Rational Benefit vs. Emotional Benefit
  • Legal Issues

Unit 5THE SOLUTION

  • Creative Strategy
  • Brand Image
  • The Creative Concept
  • The Slogan and the Claim
  • Insight
  • The Reason Why
  • Techniques for Creating Ideas
  • Creative Techniques

Unit 6 DIGITAL DESIGN

  • Elements of Web Design
  • Navigation and Interface. User-centred Design
  • CRO: Conversion Rate Optimisation
  • Responsive Design
  • E-commerce Design
  • Designing Forms
  • Designing Surveys
  • Designing Calls to Action

Unit 7 CREATIVITY IN DIGITAL MEDIA

  • Media Strategy
  • Email
  • Website
  • Banners
  • Advergaming
  • Apps
  • Social Networks

Unit 8 DIGITAL TOOLS FOR CREATIVITY

  • Design Tools
  • Prototyping Tools
  • Case Study

COURSE DIGITAL PROJECT MANAGEMENT

Unit 1 THE PROJECT MANAGER

  • The Project Manager’s Skills
  • Project Management Fields
  • The Project Manager’s Responsibilities

Unit 2 DIGITAL PROJECTS

  • Disciplines Associated to Digital Projects
  • Digital Business Transformation
  • Digital Project Phases
  • Development Areas of the Project Manager in Digital Projects

Unit 3 KICKING OFF THE DIGITAL PROJECT

  • Defining Objectives
  • Project Scope
  • Project Timing
  • Project Costs and Budget
  • Assembling the Work Team

Unit 4 THE HUMAN FACTOR

  • Identifying Stakeholders
  • Managing the Team and Stakeholders
  • Managing Communication During the Project

Unit 5 DEVELOPING THE PROJECT (I)

  • Benchmarking
  • The Brief
  • The Three Levels of Web Design
  • Information Architecture
  • Information Architecture vs. Usability

Unit 6 PROJECT DEVELOPMENT (II)

  • UI and UX Design
  • Programming and Layout
  • Domain and Hosting

Unit 7 WORK METHODOLOGIES

  • Agile
  • Scrum
  • Lean
  • Kanban

Unit 8 MANAGING CHANGES AND CONFLICTS

  • Conflicts in the Project
  • Problems in the Project
  • Solving Conflicts and Problems
  • Conflict-Solving Methods
  • Managing Changes

Unit 9 PROJECT MANAGEMENT TOOLS

  • Project Management Software
  • File Sharing Tools

Unit 10 PROJECT TESTING AND DELIVERY

  • Testing
  • Project Report: Project Closure and Delivery
  • Success Factors
  • Project Review

COURSE GROWTH HACKING

Unit 1 INTRODUCTION TO GROWTH HACKING

  • Growth Hacking Philosophy
  • The Growth Hacker Profile
  • The Growth Hacker’s Role in the Company
  • The A2R2 Framework: Growth Hacking Funnel

Unit 2 RECOGNISING THE COMPANY’S SITUATION

  • The Startup’s Context
  • Objective: Grow Quickly
  • Formulating Growth Objectives

Unit 3 HACK THE MIND

  • Digital Consumer Psychology
  • The Online Customer Lifetime Cycle
  • The Power of Social Proof
  • Emotional Content Strategies

Unit 4 APPLYING THE SCIENTIFIC METHOD

  • Formulating the Hypothesis
  • Investigation and Testing Phase
  • Statistical Basis
  • Optimise and Repeat

Unit 5 ATTRACTING CLIENTS

  • Where do Clients Come From?
  • Choosing the Channels
  • Tools to Attract
  • Building an Effective Mailing List
  • Case Study

Unit 6 ACTIVATING SALES

  • Analysing the Results
  • Presenting the Results
  • Automating Processes

Unit 7 RETENTION AND LOYALTY

  • The End of the Conversion Tunnel
  • Creating a Plan to Retain Users
  • Customer Retention Tools
  • Case Study

Unit 8 SCALABILITY

  • Lean Startup Iterations
  • Generating Viral Content
  • From Client to Prosumer
  • Creating a Scalability Plan
  • Tools for Scalability

COURSE LEAN STARTUP

Unit 1 ANATOMY OF A STARTUP

  • What Makes a Startup Different?
  • Business Models
  • Creating the Business Model Canvas
  • Formulating the Value Proposition

Unit 2 ANATOMY OF THE ENTREPRENEUR

  • The Entrepreneur's Mindset
  • Types of Entrepreneurs
  • Entrepreneurs' Most Common Errors

Unit LEAN STARTUP METHODOLOGY

  • What is Lean Startup?
  • Innovation as a Framework
  • Lean Business Plan Creation
  • The Importance of Testing
  • Success Stories

Unit 4 IDEATE AND BUILD

  • Managing
  • Ideas

Unit 5 MINIMUM VIABLE PRODUCT

  • Creating the Minimum Viable Product (MVP)
  • Prototyping

Unit 6 LAUNCH

  • Quick Launch
  • Creating a Low-cost Strategy

Unit 7 MEASURING

  • Analysing the Results
  • Presenting the Results
  • Automating Processes

Unit 8 LEARNING

  • Validated Learning
  • Pivoting: Changing your Mind
  • Optimising: Changing or Improving Part of an Idea
  • Persevering: Striving Forward
  • Review and Tweaking

COURSE ONLINE REPUTATION MANAGEMENT

Unit 1 CORPORATE REPUTATION IN THE DIGITAL ERA

  • Evaluating the Context: Types of Organisations vs. Reputation
  • The New Digital Values; Businesses and their CSR
  • Digital Reputation Inside Corporate Reputation

Unit 2 IDENTITY, POSITIONING AND REPUTATION

  • Differences Between Identity and Reputation
  • Differences Between Brand Identity and Corporate Identity
  • The Brand’s DNA: Vision, Mission, and Values
  • Online Brand Positioning
  • Defining and Analysing Stakeholders

Unit 3 THE DIGITAL REPUTATION PLAN

  • The ORM Plan
  • Phases and Methodology for an Online Reputation Plan
  • Start with Active Listening
  • What, When, and How to Listen: Supports and Media
  • Identifying Opinion Leaders, Influencers, and Social Shakers
  • The Active Listening Monitoring Plan
  • Active Listening Tools: Search Engines, Websites, and Social Networks
  • Evaluating the Message and its Reach

Unit 4 TOOLS TO BUILD DIGITAL REPUTATION

  • SEO as the Foundation of Digital Reputation
  • Buzz Marketing and Digital Reputation
  • User Generated Content and Types of Users
  • Influencer Marketing for ORM
  • Action Methods Depending on Results

Unit 5 CRISIS AND THOSE RESPONSIBLE

  • What Is and Isn’t a Digital Reputation Crisis
  • Types of Crises: Criticism, Conflict, and Crisis
  • Don’t Feed the Trolls
  • The Crisis Committee
  • People Responsible for Each Crisis Phase

Unit 6 BEFORE THE CRISIS

  • Prevention as a Weapon Against a Possible Crisis
  • Identifying Reputation Crisis Triggers
  • Creating a Crisis Manual
  • Crisis Simulation

Unit 7 DURING THE CRISIS

  • Analysing the Situation and its Scope
  • What to Do, When, and Where
  • The CEO'S Responsibility During a Crisis
  • Priorities During a Crisis
  • Creating Statements
  • How to Interact with the Media

Unit 8 AFTER THE CRISIS

  • Analysing the Repercussions on our Reputation
  • Updating the Crisis Plan
  • SEO After the Crisis
  • Creating Postcrisis Statements
  • Monitoring the Crisis and Diluting its Impact
  • Tools for Reputation Monitoring

COURSE USER EXPERIENCE (UX)

Unit 1 INTRODUCTION TO USABILITY

  • The Origin of Web Usability
  • Concepts Related to Usability
  • Cognition and Human Perceptions
  • User Experience (UX)
  • Importance and Benefits of Web Usability
  • Testing and Improving Usability
  • The Three Levels of Design
  • Usability and UX Specialists

Unit 2 FUNDAMENTAL PRINCIPLES OF USABILITY

  • Nielsen’s 10 Usability Heuristics
  • Shneiderman’s Rules of Interface Design
  • General Recommendations for System Design
  • Adapting to Mobile Devices

Unit 3 USABILITY FOR CONVERSION

  • Return on Investment
  • Customer Lifetime Value (CLV)
  • Management Model
  • Landing Pages: Optimising Conversions
  • Evaluation and Testing Basics

Unit 4 THE WORK PROCESS IN USABILITY

  • Definition of Requirements and Strategy
  • Information Architecture
  • The Sitemap
  • UX/UI Design
  • Deliverables: Wireframes and Prototypes

Unit 5 EVALUATION AND TESTING

  • Heuristic Evaluation
  • Studies with Users
  • How to Plan Studies with Users

Unit 6 ANALYSIS OF THE USER EXPERIENCE

  • Confidence Interval
  • Metrics in Usability Studies
  • Evaluation of Subjective Opinions
  • Metrics for Web Analytics

Unit 7 SERVICE DESIGN

  • What is Service Design?
  • Moments of Truth
  • The Rules for Service Design
  • The Design Ladder
  • Service Design Techniques
  • Service Design Dynamics

Unit 8 OPTIMISING CONVERSION

  • Areas Linked to Conversion Optimisation
  • Conversion Rate Optimisation Phases
  • Improving Conversion Through Usability
  • How to Define Priorities
  • Quick wins
MENTORING
A mentor will guide you throughout your programme to ensure your project reaches its full potential and you achieve the highest professional performance.
01.
Review the syllabus
02.
Compare the syllabus
03.
Choose high-performance

ONSITE

DURATION
HS 1500hs
ECTS (credits)60
PRICES
PART TIME 6 months10000€
CALLS
Check dates >

ONLINE

DURATION
HS 1500hs
ECTS (credits)60
PRICES
PART TIME 6 months8500€
CALLS
Próxima convocatoria 02/11/2020
6 Steps for your Admission
admisión reserva
01.
Reserva
Haz la reserva para asegurar tu plaza en el programa seleccionado. Puedes hacerlo a través del formulario de la web o contactando con nuestros asesores académicos.
admisión pago
02.
Pago
Una vez reservada la matrícula, procede a realizar el pago en la modalidad acordada (íntegro o a plazos). Si no resultas apto/a para realizar el programa, se te devolverá el importe en su totalidad.
admisión im
03.
Admisión
Te facilitaremos una solicitud de admisión que deberás devolver cumplimentada. Este proceso asegura la aptitud de todos los alumnos para la formación digital de alto rendimiento.
admisión entrevista im
04.
Entrevista
Queremos conocerte mejor, asegurarnos de que tengas claros tus objetivos antes de empezar el programa y que cuentas con la preparación adecuada para acabarlo con éxito.
admisión resultado
05.
Resultado
Después de valorar todo el proceso de admisión, te comunicaremos si has sido admitid@ en el programa de tu elección.
admisión firma matrícula im
06.
Matrícula
Una vez conozcas el resultado, podrás proceder a realizar la pre-matrícula digital y prepararte para empezar tu programa en IM Digital Business School.
Admission requirements

Access to this programme is restricted to candidates who have an academic degree. Candidates who do not hold an academic degree will be able to access the programme by virtue of their professional achievements, training, or equivalent achievements.

Aside from these requirements, candidates must fill in an application for admission and, depending on the result of the application, candidates may be requested to perform a personal interview.

Request information
Fields marked with an asterisk (*) are mandatory.
If you have any doubts, call us and we’ll be happy to help you.
BCN931 597 041
MADRID911 593 433
WHASTAPP602 252 746
GRATIS900 831 273
Carreras
de Alto
Rendimiento
Digital [+]

iqnet
confianza online
adigital
anced
eee
iso
Aviso legal - Política de Cookies - Política de Privacidad - Resolución de litigios en línea - Régimen disciplinario

Utilizamos cookies propias y de terceros para realizar análisis de uso y de medición de nuestra web para mejorar nuestros servicios. Si continua navegando, consideramos que acepta su uso. Puede cambiar la configuración u obtener más información sobre Política de cookies.

Aceptar y cerrar