Specialization Diploma in Digital Marketing & Artificial Intelligence

Apply Artificial Intelligence in Digital Marketing strategies

Master all the strategies, tools, concepts and methodologies with a very practical and flexible training in the only specialization diploma in Digital Marketing and Social Media, which focuses on artificial intelligence, really practical in which you will learn from the hand of the best active professionals in the sector.

You will gain a 360º vision in management and planning in digital environments, mastering all the techniques, algorithms, tools and methodologies. You will specialize in the design of digital strategies and actions based on artificial intelligence that help to consolidate the skills necessary to successfully develop social media marketing plans in a wide variety of companies and sectors.

Who is it aimed at?

• Bachelors and/or university graduates who wish to specialize or complete their training in the Social Media and Digital Marketing environment, in order to offer a professional response to the demands of the market and the needs of companies.
• Professionals with work experience in the Social Media and Digital Marketing environment, who wish to delve deeper into the digital economy in a coherent and accompanied manner by acquiring knowledge through practice (to be able to access the diploma, you must have a university degree).
   

Why study this Specialization Diploma at TecnoCampus?

1. Title of a university with the prestige of Pompeu Fabra (UPF).

2. Specialization in Artificial Intelligence. Focusing on an area with high growth and demand. Digital marketing and artificial intelligence are very important for companies that want to maximize their presence and optimize strategies.

3. Mastery of social media and digital marketing techniques. Updated program that combines digital marketing and social media techniques with a strategic vision of the company.

4. Expert teaching staff. Active professionals and references in the field of social media and digital marketing.

5. Practical training. Elaboration of a social media and digital marketing plan applying Artificial Intelligence on a real or fictitious case.

6. Internships and Talent Exchange. Possibility of doing extra-curricular internships during the duration of the Specialization Diploma through the TecnoCampus Talent Exchange, and access to job offers.

7. Wide range of job opportunities. You will leave prepared to take on strategic roles such as digital campaign management, data analysis, customer experience optimization and data-driven decision-making in different types of companies.

The specialization diploma has a double complementary orientation: professional and management. As this is a growing sector from the point of view of artificial intelligence and business strategy, companies need professionals who specialize in managing and defining digital strategy.

The learning objectives provide a solid foundation for acquiring knowledge, skills and competencies needed in the field of digital marketing management applied to artificial intelligence. 

• Understand the theoretical and conceptual foundations of artificial intelligence and its application in the field of digital marketing. 
• Analyze and evaluate how artificial intelligence is transforming the digital marketing landscape and how it affects strategic decision-making. 
• Develop practical skills in the use of artificial intelligence tools and technologies applied to digital marketing, such as chatbots, predictive analytics and automated personalization. 
• Design digital marketing strategies focused on artificial intelligence to improve customer experience, increase segmentation and targeting accuracy.
• Identify opportunities to optimize and automate processes in the field of digital marketing using artificial intelligence. 
• Assess the ethical and legal aspects associated with the use of artificial intelligence in the field of digital marketing and develop strategies to guarantee privacy and transparency in the collection and use of data.
• Foster leadership and teamwork skills to lead digital marketing projects based on artificial intelligence and coordinate multidisciplinary teams. 
• Research and stay abreast of developments and emerging trends in the field of artificial intelligence applied to digital marketing, and be able to adapt to changes and innovations in this field.

Methodology and Evaluation

Learning by doing methodology.

The final project of the diploma it consists in the preparation of a Social Media and Digital Marketing plan, with artificial intelligence, applied to a real or fictitious case, which is developed throughout the course in small groups.

Being a fully practical training, the assessment is based on:

• Participation in class
• Exercises related to the project and the delivery of one or two exercises at the end of each module
• The preparation of the project and that is presented at the end of the diploma in front of a panel of experts in the sector

There are no exams, but it is an essential requirement to attend and participate in at least 75% of the streaming sessions and obtain a grade equal to or higher than 5 in the project in order to obtain the degree.

Internships

You have the opportunity to do extra-curricular internships in companies through their Job Exchange. In addition, students also have the option to explore companies on their own and establish contractual agreements with TecnoCampus for their practical training.

Module 1: Social Networks, management tools and productivity applications (5 ECTS)

• General introduction to social networks and virtual communities. Online hearings and digital applications.
• Operational management and strategy in the main Social Networks: Instagram, TikTok, Linkedin, Twitter, Facebook and Pinterest.
• Facilitating participation in the network.
• Artificial intelligence tools for managing social networks.
• Social Media management, social media marketing strategies, execution, management.
• AI in social media management, ChatGPT as a digital marketing tool.
• Time management and productivity tools.

Module 2: Development and implementation of strategic Digital Marketing (5 ECTS) 

• Main artificial intelligence tools for Digital Marketing.
• Dashboards for managing social networks.
• Social Media and Digital Marketing Reports.
• Free and paid measurement tools. Selection criteria.
• Management and design of strategies with "influencers".
• Visual marketing with artificial intelligence and development of actions with images and photographic formats.
• Personal Brand: Tools and Personal Profile Management.
• How to manage contests and promotions on Social Networks.
• Advertising in social networks and digital advertising with artificial intelligence.
• eCommerce: Management and development of online stores.

Module 3: SEO, SEM, CRO, Analytics and Measurement (5ECTS)

• Search engines and ranking indicators in Google.
• Monitoring and exploitation of data on the Internet.
• SEO and search engine positioning.
• SEM (Google Ads).
• Measurement, Social Media Analytics: Google Analytics.
• Inbound Marketing.
• Traditional techniques and artificial intelligence.
• Measurement, statistics, reports, metrics and KPI. 
• Performance Marketing: Online media as lead generators: CPI, CPC, CPA.
• CRO.

Module 4: Creation, management and dissemination of content. Copywriting, video and digital communication (5 ECTS)

• Writing and Communication in social networks and digital areas with artificial intelligence tools.
• Content management and curation.
• Storytelling.
• Creation and management of video content.
• Creative copywriting.
• Traditional and artificial intelligence tools for content management, storytelling and copywriting.
• Organic positioning through valuable content.
• Mobile Marketing.
• Corporate online reputation.
• Crisis management, trolls and negative mentions.
• Indicators of influence and warning tools.
• Employability in the digital sector.

Module 5: Entrepreneurship in digital environments and cyber security (5 ECTS)

• How to present a digital plan proposal to a client.
• The importance of innovation in the creation of business models. Being an entrepreneur on the Internet. Experiences and learning from real cases.
• Experiences and learning from real cases.
• How to start in the new digital economy.
• Database management and E-mail Marketing.
• The new entrepreneur without resources.
• New trends in digital business.
• Practical cases of entrepreneurship 2.0.
• Cybersecurity on the internet.
• Artificial intelligence in digital environments.

Module 6: Final Project of the Diploma of Specialization (5 ECTS)

Social Media Marketing Plan:

• What is a Social Media Marketing Plan.
• Integration with the company's global strategy and with the off-line Marketing Plan.
• Goals and objectives of the SMM Plan. The creation of brand value in the digital environment.
• Audit of Social Media Marketing.
• SWOT analysis.
• Segmentation and micro-segmentation of the target.
• Integration of loyalty actions, recruitment and RR.PP.
• Segmentation of the audience and choice of networks.
• Analysis of the Web or Blog.
• Tactic, operational and action planning.
• Social Media calendar and dashboards.
• Resources needed for the development of an SMM Plan.
• Keys to a good strategy in the SMM Plan.
• What is ROI and what is IOR. Profitability analysis of an SMM Plan.
• Keys to a good digital strategy.
• Communication, management and crisis protocols.
• Legal aspects in the digital environment.
• How to present an SMM Plan to the client.

Internships

Students have the possibility to do internships through the TecnoCampus Talent Exchange during the duration of the specialization diploma.

Access requirements

• Bachelors and/or university graduates in the field of Social Sciences and other university graduates with experience/knowledge in the field of marketing, In the case of having a qualification that is not in the field of Social Sciences, candidacy will be evaluated through the CV. 

Qualification

• Specialization Diploma issued by Pompeu Fabra University

Registration process

To be able to access the Specialization Diploma, you must first apply for admission by presenting the following documentation:

• University degree or receipt
• DNI or Passport
• CV if you do not have a university degree in the field of Social Sciences

If you want to start the admission process click on pre-registration

Once the documentation has been received and assessed, we will send you a letter of admission and once admitted you will be able to start the registration process.

To reserve a place, € 200 must be paid (this amount would only be refunded in the event of cancellation or postponement of the course). This amount will be deducted from the total registration fee.

To take into account if you are an international student:

If the title is from the non-English-speaking EU, remember that a sworn translation of the title in Spanish will be required.

If the degree is not issued in an EU member state, the country's bilateral agreement with the Ministry of Education must be reviewed and, if necessary, it must be legalized (Hague Apostille) in the country where the qualification was issued.

To apply for admission, you do not need to have the degree legalized until the time of enrolment.