COURSE CURRICULUM

The Master in Marketing & Ecommerce curriculum is designed to provide comprehensive knowledge and practical skills across all key areas of digital marketing and online business management. The program begins with an Introduction to the Digital Environment and Key Aspects of Online Marketing and Communication, establishing a strong foundation in digital ecosystems and marketing principles. Students then explore Search Engine Marketing and Advertising, learning how to improve online visibility through paid and organic search strategies, followed by Performance Marketing, which focuses on data-driven campaigns, conversion optimization, and return on investment. The Social Media Marketing module develops expertise in creating engaging content, managing online communities, and building effective social media strategies. Web Design, Usability, and Virtual Store introduces students to website development, user experience, and ecommerce platform management, while Customer Management, Logistics, and Regulations covers customer relationship management, supply chain fundamentals, legal requirements, and ecommerce operations. The Results Analysis module equips students with analytical techniques to measure marketing performance, interpret data, and support strategic decision-making. Students then integrate their learning by developing a comprehensive Online Business Plan before completing the program with a Final Master's Project that demonstrates their ability to solve real-world marketing and ecommerce challenges. The program also offers international learning opportunities through optional one-week residential programs at partner institutions worldwide, providing valuable global business exposure. Additionally, students can enhance their expertise by completing a 6 ECTS minor in areas such as Marketing Trends, Business Management, Tech Trends, or New Leadership, allowing them to broaden their professional knowledge and develop specialized skills that improve career opportunities in the global digital marketing and ecommerce industry.