Digital Marketing: Strategy, Processes & ROI

IESE Business School

IESE Business School


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Who should attend

The “Digital Marketing” program is designed for general managers, marketing directors and professionals who seek a deeper understanding of digital marketing. In an engaging learning format, you will boost your ability to plan, implement and measure digital strategies that resonate with your customer base, integrate with your global marketing mix and support your overall corporate objectives.

About the course

The world of marketing is undergoing a major transformation. The current economic climate is putting added pressure on brands, now working with smaller advertising budgets. At the same time, digitalization has sparked a powerful ripple effect that impacts everything: channels, media outlets, services and, needless to say, purchasing processes.

This paradigm shift has given rise to new competition tools, leaving many senior leaders to question whether they sufficiently understand them and possess the know-how to leverage their power.


  • Learn how to develop a solid digital marketing strategy.
  • Discover the latest digital marketing tools to attract clients and build your brand.
  • Debate and discuss digitalization opportunities in your company with other top-caliber professionals.


The “Digital Marketing” program is structured around the following topics:

Define Your Digital Marketing Strategy

An overview of the core elements when defining a digital marketing strategy: strategic digital marketing plan, market presence, traffic generation, CRM and analytics.

Digital Marketing to Attract Clients and Foster Customer Loyalty

The role of digital media to attract new clients, including the digitalization of the sales process, the importance of SEM and display, and analysis of marketing metrics and allocation models.

Digital Marketing to Build Your Brand

Strategies to reinforce your brand using digital communication tools like branded content and video advertising; an overview of 360-degree campaigns; how to manage tensions when allocating marketing budgets; key digital metrics; and the difficulties when measuring advertising ROI.

Communication and Digital Reputation

Insights to manage the paradigm shift from mass marketing to personalized brand-client interactions. An in-depth discussion on the benefits of social networks to monitor online sentiment; the rise of influencers and their role as brand prescribers; strategies to enhance brand reputation; and crisis management.

Digital Marketing Trends

Review of the core digital drivers that will transform the future of marketing, as well as reading recommendations for further exploration.


Julián Villanueva

Areas of Interest Social media Digital marketing Sales management Customer management and CRM Prof. Julian Villanueva is the Head of the Marketing Department at IESE Business School. He holds a Ph.D. in Management (Marketing) from UCLA, an MBA at IESE, and a B.A. in Economics (Universidad Comp...

Luis Ferrándiz

He graduated in Economics at the UAM (University of Madrid) and holds an MBA from IESE. His professional experience started as an internship at Bain & Co. but soon went on to Johnson Wax, FMCG market, where he worked in Sales and Marketing Departments. He has been involved with digital since ...

Digital Marketing: Strategy, Processes & ROI at IESE Business School

From  2150 EUR$2,604

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