The current labor market makes it essential for companies to differentiate themselves from competition: this is where the qualification of human capital gains strength, to ensure, above all, the satisfaction of the client's needs.

For this reason, it is necessary that the Management of the company has a complete preparation in the several areas that influence its competitive positioning.

Specialists in the training of business management professionals in all its specialties (human resources, marketing, strategic direction, commercial, information systems, finance, etc.), IMF Business School in partnership with Camilo José Cela University, presents the MBA For Directors of Digital Marketing, in which he studies in detail all the necessary aspects to become Digital Marketing Director in the communication area of ​​a company, dominating the management of the different digital channels that grow in parallel with the digital marketing exhibition, such as Alternative to traditional means.

It also has the advantage of generating a network of vital importance for your professional future, through teachers and other students.

Software licenses included:

IMF Business School, in partnership and collaboration with SAGE, a leading enterprise management software company, offers students, at no cost, educational licenses for the following programs:

  • Sage Nominaplus
  • Sage Contaplus
  • Sage Facturaplus

Access Requirements

Bachelor's or equivalent professional experience


Graduates or professionals, who want to guide their career in digital marketing, with specific training in this area, in order to design communication strategies as Digital Marketing Directors.


Module I

Organizational Structure and Strategic Direction of the Company

  1. Principles and Foundations of Strategic Management
  2. Competition Analysis
  3. Fundamentals of strategy formulation
  4. Implementation of the strategy
  5. Strategy and management of change
  6. Types of companies

Module II

Economic Framing

  1. Fundamentals of economics and business
  2. Company and financial statements
  3. Fundamentals of financial accounting

Module III

Financial management

  1. The role of financial management
  2. Management Accounting
  3. Investment analysis
  4. Forms of financing

Module IV

Marketing and Commercial Management

  1. Marketing concepts and policies
  2. Market studies
  3. Sales forecast
  4. Business action plan
  5. Approach to the world of marketing
  6. Elaboration of the digital media plan
  7. Digital Marketing Competition Analysis
  8. Channels for projecting marketing campaigns

Module V

The Human Factor in the Organization

  1. Business organization and change management
  2. Strategic planning
  3. Compensation policy and incentive systems
  4. Control panel for people management
  5. Knowledge management response to multiculturalism
  6. Management of individual and group behavior

Module VI

Personal and Management Skills

  1. Approach to management skills
  2. Implementation of management skills
  3. The leadership. Personal and key management skills
  4. The leader in the organization
  5. Emotional intelligence applied to the development of management skills
  6. Internal and external communication

Module VII

Marketing in Search Engines: SEM, SEO and Web Analytics

  1. How Search Engines Work
  2. SEO Principles
  3. Implementation and exploitation of PPC campaigns
  4. Development of landing pages and testing
  5. Web analytics

Module VIII

Social Media, Social Media and Community Management

  1. The social media ecosystem
  2. Social media communication strategy
  3. Communication platforms on social networks
  4. Analytics applied to social media
  5. Community management

Module IX

Electronic Commerce and Digital Marketing Plan

  1. Objectives and introduction to e-business
  2. E-commerce in the world
  3. Build the online store
  4. The customer service. Zappos case
  5. Services and software tools for creating the online store
  6. Promotion of the online store: digital marketing (I)
  7. Promotion of the online store: digital marketing (II)
  8. Legal aspects of electronic commerce
  9. Payment options
  10. Online store operation
  11. Control panel and KPIs
  12. Social commerce
  13. Mobile commerce (m-commerce)
  14. The Chinese e-commerce giant: Alibaba
  15. Case study: Zapatos de Lujo, SA
  16. Blended Marketing: Combining Online and Offline Marketing
  17. Introduction to digital marketing plan
  18. Implementation of a digital marketing plan
  19. Conversational Capital Definition
  20. Conversational Capital Assets
  21. Implementation of Conversational Capital
  22. Practical case: marketing plan

Module X

Master's Final Work


English course

Basic, Pre-intermediate, Intermediate or Advanced
The student can choose one of the four levels


The MBA - Specialization in Digital Marketing Management offers a totally flexible methodology adapted to your needs, regardless of geographical location or availability of time.

E-Learning Methodology: All content will be available on the campus virtual campus 24 hours a day, 7 days a week, without any mandatory schedule so it becomes extremely flexible. In this way, it is easy to reconcile an active professional life with an excellent academic formation.

All contents are updated with great technical rigor, are easy to understand and have a clear practical vocation.

The IMF Business School offers its students:

  • Personal tutorials (chat, phone, email)
  • Webinars
  • Discussion and discussion groups through forums and chats
  • Self evaluation tests
  • Case studies and documentation
  • Possibility of live lessons
  • Virtual Library


Continuous evaluation as one advances in the study of the MBA - Specialization in Direction of Digital Marketing. Each module is evaluated through the combination of online exams and case study development.

The achievement of the double degree, Master IMF Business School + Master Camilo José Cela University, is subject to overcoming all modules and preparing a final evaluation work.


The Course Tutors Panel is comprised primarily of corporate and academic professionals who can pass on to students real work experience and practical examples from their experience in business activity.

Download the programmatic content to know the Panel of Tutors.

Career Opportunities

Upon completion of this MBA with a Specialization in Digital Marketing Management, you will be able to practice as:

  • Director of Marketing Department
  • Responsible for Web and e-Commerce Projects
  • Director and Business Manager
  • Strategic Marketing Advisor
  • Business Development Manager
  • Entrepreneur
Program taught in:
  • Portuguese (Brazil)

See 44 more programs offered by IMF Business School Portugal »

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