Master in Marketing & User Experience - Máster en Marketing y Experiencia de Usuario

Digital Marketing: You will be introduced to a range of digital marketing concepts underpinned by the digital marketing planning process including analysis, planning, implementation and control. Emphasis will also be placed on evaluating the effectiveness of various digital marketing tools
Human Centred Design: Computer-based interactive systems refers to as a spectrum of digital products, services and solutions that interact with human users in business, social and global contexts. This unit will help you learn how to design and develop systems by applying human centred design principles and techniques and carrying out relevant activities in the planning and management to satisfy both business needs and its user requirements.
Integrated Marketing Communication: Integrated marketing communications aim to create a seamless customers’ experience to interact with the brand/organisation. You will develop the practical skills to plan and implement an integrated marketing communication campaign - the conceptual framework for planning, determining marketing communication options, developing realistic digital marketing objectives, budgeting and allocating resources, evaluating the effectiveness and the strategic use of media channels.
Omnichannel Strategy & Supply Chain management: In this unit you will apply the operational, managerial and strategic uses of technology and strategic management information systems to a global omnichannel business environment, considering the end-to-end process of product development and marketing/selling business-to-business and business-to-consumer.
Persuasive Technology & Behaviour Change: The unit will cover the mainstream psychological theories of persuasion, influence, decision making and behaviour change besides their application on a wide range of domains including health, business and e-learning. Analysis and design methods for persuasive technology solutions will also be studied.
Research Methods & Professional Issues: Research requires a structured and disciplined approach at all stages, from the initial literature search through investigation and experimentation to dissemination of findings. This unit will develop your research skills in areas such as planning, literature review, qualitative research, quantitative research, mixed methods, design science research, critical analysis of research findings, academic writing, and dissemination.
Research Project: An opportunity to undertake a significant piece of self-managed research in an area that interests you.