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Master in Digital Marketing & E-Commerce

  • Multiple Modalities
  • 60 ECTS
  • May & October 2023
  • 10-14 Months
  • Spanish or English

Master in Digital Marketing Digital & E-Commerce

EAE Barcelona’s Master’s in Digital Marketing and e-Commerce is an innovative and powerful programme, with a practical and professional orientation that addresses strategic and operational aspects in order to design and manage the digital transformation that is required by the current market and the increasingly changing and demanding audiences.

You will learn the keys to developing your own strategic and operational abilities in digital advertising (display, programmatic, affiliation, native, mobile ads…), omni-channelling, inbound marketing, SEO/SEM positioning, social media marketing (SMM), decision making based on web analytics (Google and social analytics), customer journey design and user experience (UX), user loyalty platforms (CRM) and digital business plans (e-Commerce), as well as the importance of conversion, sales and client loyalty related goals.

Modality and Schedule
Full time
On-Site Classes

From Monday to Thursday and two Fridays per month (intensive morning schedule)

Start October 2023 (English or Spanish)

Part time
Presencial Flexible

Monday, and Thursday afternoons 

Start May 2023 (Spanish)


  • 2 years Average Experience
    87% International Participants
    11 Nationalities

  • 2 years Average Experience
    79% International Participants
    13 Nationalities

  • 5 years Average Experience
    40% International Participants
    7 Nationalities

Key Points

Learn how to carry out a strategic online plan, using the right tools, in order to set up an e-Commerce from scratch and take it to the top. Take control of the tracking tactics of online marketing in order to control the specific measuring and result optimisation tools.

We prepare you to sit for certificates, such as Google AdWords or Google Analytics, and to develop your own project in Prestashop.

You will become a digital marketer with a holistic vision: Social media marketing, SEO/SEM, Google Analytics, Prestashop, Apps prototyping, CRM, marketing plans with influencers, programmatic advertising, tools to carry out mailing campaigns… You will discover the implications of a digital project with the interaction of all the company’s channels and the customer journey: attraction, consideration, conversion and loyalty in digital environments.

Through the analysis of performance metrics and indicators of digital businesses.


You will learn from a professionally active faculty, with vast experience and high responsibility positions in globally renowned companies.

  • Ed universal


    #11 Spain & #57 Europe


Study Programme

Taught in English

Marketing and E-Commerce Fundamentals

Introduction to the Digital Environment and Online Marketing - 5 ECTS

• Strategic and operational marketing

• Scope of online marketing

• Criteria for strategy definition

• Lean start-up

• B2C and B2B environments

• Online consumers


Introduction to E-Commerce and Key Aspects - 5 ECTS

• Information for marketing decision making

• Market research design

• Quantitative and qualitative analysis

• On-line market research

• Online segmentation


Social Media & Social Selling Campaigns - 5 ECTS

• POEM in digital marketing

• MarTech tools

• On-line publicity (Display formats, Native, Mobile Ads...)

• UX and customer centric design

• Mobile UX


Digital Marketing Planning

Marketing on Search Engines, Ads & Marketplaces - 5 ECTS


• Social Media Marketing


Performance Marketing and Automation - 5 ECTS

• Inbound MKT and E-mail marketing strategies for fidelization.

• Mobile marketing and Apps Store Optimization (ASO)

• Mobile engagement & Mobile Automation


E-Commerce Design and Operation

Technological Platforms for Online Sales - 5 ECTS

• Digital products creation

• Customer journey

• SaaS, PaaS and OpenSource


Customer Management, Logistics and Operations - 5 ECTS

• Difference between CRM and relational marketing MKT

• Social CRM (SCRM)

• Customer support and fidelization (Social responsibility and employee training) Logistics Logistics: stock management, picking, handling, packing, shipping


Digital Analytics - 5 ECTS

• Introduction to web analytics

• Online benchmarking

• Analysis tools: Google Analytics and others


Online Business Projects and Indicators

Financial Impact of Strategic Decisions - 5 ECTS

• Financial statement analysis

• Cost analysis

• Budget management

• Analysis of Investment Projects

• Challenges of the fourth industrial revolution



Taught in Spanish

Liderazgo transformador

Strategic Leadership: Transformation & Change - 5 ECTS

• Organizaciones líquidas y gestión del cambio

• Cuadro de mando integral

• Agile Manifesto & Principios ágiles

• UX & Customer Experience en la era digital


Generación de tráfico

Fundamentos del Marketing Digital - 5 ECTS

• KPI’s claves del marketing digital

• Áreas de actuación del marketing online

• El consumidor online y técnicas de investigación comercial

• Digital Marketing Funnel


Social Media Strategy - 5 ECTS

• Plan Social Media

• Campañas en IG, Facebook, Linkedin y Tiktok

• Analítica de RRSS

• Marketing de influecers


Growth Marketing - 5 ECTS

• Marketing de Buscadores (SEO y SEM)

• Programmatic Display Marketing

• Marketing de afiliación (Amazon Affiliate Program)


Gestión global del E-Commerce

Diseño y Usabilidad Web - 5 ECTS

• Usabilidad Web (UX & UI)

• Usabilidad Mobile

• Desarrollo de Apps


Creación de Plataformas E-Commerce - 5 ECTS

• Desarrollo de un Wordpress

• Mobile first (ASO)

• Ejes del E-Commerce

• Plataformas de pago online


Claves del negocio digital

Marketing Relacional y Logística - 5 ECTS

• CRM (Hubspot)

• Email marketing (Mailchimp o similar)

• Logística


Analítica Digital - 5 ECTS

• Analítica Digital (Google Analytics 4)

• Analítica E-Commerce

• CRO (A/B Testing)


Plan de Negocio Digital - 5 ECTS

• Modelos de negocio

• Factores de éxito

• Integración del plan de marketing digital en el plan global

• Claves para el emprendimiento digital


No es solo el trabajo de investigación necesario para obtener el título del máster. Es el momento y el lugar adecuado para unificar tu experiencia académica con tu ambición profesional, tu visión personal y tu creatividad. Es la oportunidad de poner en práctica todo lo aprendido y trabajar para llegar donde te propongas.

Master´s Director

 DP mkt&ecommerce - Oriol Ramon

Oriol Ramon Serrate

Director of Digital Marketing at Banco Sabadell. Bachelor of Advertising and Public Relations. His passion for the digital ecosystem led him to teach digital marketing classes in Masters and Postgraduate courses since 2014.

 DP mkt&ecommerce - Armando Salvador

Armando Salvador

Graduated in Computer Engineering from the Autonomous University of Barcelona in 2010. Co-founder of eComm360 SL, an agency specialized in E-Commerce and PrestaShop with which he invoiced more than one million euros for several years in a row. Customer Success for Europe in VTEX, SAAS platform to create high performance E-Commerce.

Double Degree: EAE and UPC

EAE Business School’s own Continuing Education Master’s Degree in Digital Marketing & E-Commerce and Universitat Politècnica de Catalunya’s (UPC) own Continuing Education Master’s Degree in Digital Marketing & E-Commerce.


Expert and personalised advice on the most highly demanded profiles in the marketplace. We guide you professionally based on your profile and goals in order to help you choose the path with the greatest professional impact.


1. Initial Information/Admission Request

Once completed, we’ll assign you one of our expert advisors that will get in touch with you.

2. Interview with the Admissions Department

We’ll evaluate your professional and academic profile and, together, we’ll assess your eligibility for advancing towards a Master’s level based on your professional goals.

3. Formal Presentation of the Admission Form:

You will have to send us the following documentation, which we’ll analyse and verify in order to compose your admissions report:

-Updated CV

-Motivation Letter

-Academic and/or Professional Letter of Recommendation

-Last/Ongoing Degree Certificate

-Admission Test (if required)

-Language Certificate (if required)

4. Admissions Committee

Your advisor will be in charge of defending your application in front of the Committee.

5. Process Resolution

We’ll inform you on the result of the process.

6. Booking and Assign You a Spot

You will have 3 to 5 days to make the payment for the inscription.


There are many professional paths you can choose and we’ll be there, right next to you, no matter which one you choose

You will get a tailor-made career plan from our Careers department and our Entrepreneur department, with personalised services for academic training and guidance that will multiply your professional opportunities and extend them to any country in the world.


  • Director of Digital Marketing
  • Director of E-Commerce
  • Responsible for SEO
  • Head of SEM
  • Brand Digital Manager
  • Digital Project Manager
  • Content Manager 
  • Digital Communication Manager
  • Community Manager
Salary increase of students
The salary of Hybrid Learning students grows
Change area, sector and even country
EAE Institución Superior de Formación Universitaria, S.L. will process your personal information to contact you and to inform you about the program of your choice for the upcoming two terms. Afterwards, your data will be deleted.

You may exercise the rights of access, deletion, rectification, opposition, limitation and portability, by post to EAE Institución Superior de Formación Universitaria, S.L., Post office box 221 of Barcelona, or by email to [email protected]. Likewise, if the interested party considers it appropriate, they can lodge a claim to the Spanish Data Protection Agency.

Moreover, you can contact our Data Protection Manager by email to [email protected], or by post to Grupo Planeta, At.: Data Protection Manager, Avda. Diagonal 662-664, 08034 Barcelona.