Diseña estrategias digitales basadas en datos y lidera la conexión entre empresa y mercado
Especialízate en marketing digital con una formación aplicada, orientada a resultados y alineada con las necesidades reales del mercado. Aprende a diseñar, ejecutar y optimizar acciones digitales en entornos profesionales con una visión estratégica y basada en datos.
The UAX Master’s Degree in Digital Marketing offers training designed to help students understand how digital marketing is integrated into business strategy in real-world settings.
Throughout the programme, students gain practical experience in key areas such as SEO, digital advertising, social media, content, e-commerce and customer management, learning how marketing activities are carried out in a professional setting.
The master’s programme enables students to design, implement and optimise comprehensive digital strategies, from driving traffic to conversion, whilst managing campaigns, content and brand presence across various channels.
The programme places particular emphasis on the use of data and metrics for decision-making, as well as on the use of standard industry tools (analytics, CRM and advertising platforms), facilitating direct application in professional contexts.
The online format allows students to balance their studies with their professional commitments, facilitating the gradual application of their knowledge.
UAX is a member of AACSB, the world’s largest global alliance for business education. This affiliation with leading institutions in over 100 countries guarantees degrees of excellence that are internationally recognised and lead to high employability.
Throughout the master’s programme, you will develop the skills needed to thrive in the field of digital marketing with a strategic and practical approach.
Transform the way you work with generative artificial intelligence. This micro-credential enables you to apply tools such as ChatGPT, Copilot or Gemini in information analysis, content creation and decision-making, integrating innovative solutions in an ethical and responsible way in real professional environments.
Develop your professional potential through leadership and interpersonal skills. This micro-credential provides you with the keys to manage teams, communicate effectively and solve problems in real-world environments, combining personal leadership techniques with practical productivity and collaboration tools.
Master's Degree in Digital Marketing
First Year
FIRST FOUR-MONTH PERIOD
| Code | Subjects | Character* | ECTS |
|---|---|---|---|
| SM121600 | Digital Marketing Analytics and Metrics | OB | 6 |
| SM121601 | Global Digital Marketing Division | OB | 6 |
| SM121602 | Digital Marketing Strategy | OB | 6 |
| SM121603 | Digital Marketing Intelligence | OB | 6 |
| SM121604 | Integrated Marketing Plan | OB | 6 |
| TOTAL: | 30 | ||
SECOND FOUR-MONTH PERIOD
| Code | Subjects | Character* | ECTS |
|---|---|---|---|
| SM121605 | E-commerce | OB | 6 |
| SM121606 | Digital Marketing Communication I | OB | 6 |
| SM121607 | Digital Marketing Communication II | OB | 6 |
| SM121608 | External Academic Placements | OB | 6 |
| SM121609 | Master’s Thesis | OB | 6 |
| TOTAL: | 30 | ||
*Character: BT: Basic Training, Ob: Required, Op: Optional
The main reason why at UAX there are students like you is the possibility of making your personal, professional and academic life compatible. Our differential value is a methodology without barriers, focused on you and your desire to learn.
How is our methodology?
In addition, you will have the full availability of our campus in Madrid, to carry out your formalities, solve your doubts and enjoy the facilities it offers.
El máster incluye prácticas académicas externas obligatorias (6 ECTS – 150 horas) como parte del plan de estudios, orientadas a la aplicación de los conocimientos en un entorno profesional real.
Durante este periodo, el estudiante realiza 120 horas en empresa y 30 horas de trabajo práctico, centradas en la resolución de casos y la consolidación del aprendizaje.
Estas prácticas permiten conocer el funcionamiento de los equipos de marketing digital, trabajar en proyectos reales y aplicar herramientas y metodologías habituales del sector, favoreciendo la adquisición de experiencia profesional.
Los estudiantes realizan sus prácticas en organizaciones de distintos perfiles:
Además, si cuentas con al menos un año de experiencia profesional en marketing digital, podrás solicitar la convalidación de las prácticas, sujeta a un estudio individualizado por la comisión de convalidaciones del título y el departamento de admisiones de UAX.
Podrán acceder al programa de Master en Marketing Digital los estudiantes provenientes de las siguientes titulaciones y afines:
Así mismo podrán acceder al programa de Máster en Marketing Digital los estudiantes provenientes de titulaciones no consideradas como preferentes, estando obligados, a cursar complementos de formación.
Join this enriching optional experience, to be held in June 2026, the days prior to the graduation of your Online Master, where you will have the opportunity to immerse yourself in the business world of Madrid. You will be able to enjoy lectures given by leading companies from various sectors, participate in leadership talks with a practical focus and connect with influential professionals and managers. At the end, you can enjoy an exclusive networking event, where you can expand your network of contacts and explore new professional opportunities. This unique face-to-face experience is designed as a meeting point between technology, business and student and will take place at the UAX Chamberí campus, in the heart of Madrid.
A network of exam centres and spaces to enhance your university experience
Take your in-person exams at our designated centres in Spain and Latin America, so you can choose the location that best suits your needs. Centres are subject to availability and capacity.
Furthermore, as a student at UAX Online, you’ll have access to our Campus Hubs – a network of exclusive physical spaces where you can study, access libraries, work in co-working areas and connect with other students. Because studying online doesn’t mean studying alone.
Campus Hubs available in: Alcobendas, Alcorcón, Valencia San Vicente, Murcia, Barcelona, Málaga, Seville and Arganda.
Access is granted with your UAX student card, subject to availability and the opening hours of each centre.
Do your work placement at leading companies and take your first steps in the world of digital marketing.
Senate
Head of Studies for the Bachelor's Degree in Marketing and Director of the Master's Degree in Digital Marketing (UAX). Digital strategy consultant. With professional experience in public administrations and private companies, he has been responsible for Digital Marketing at ILUNION. Specialised in marketing, reputation, digital presence and AI.
PhD in Political Science and International Relations from the UCM. She is a doctor accredited by ANECA. Specialist in lobbying, with numerous articles published in academic journals and book chapters related to the subject. She has participated in international conferences on the subject.
Director of Operations at GRUPO MAQOP, with more than 20 years of experience in Communication, Marketing and Projects. She teaches on the Master's Degree in Digital Marketing and Communication degrees at UAX. Currently pursuing a PhD in Journalism at UCM.
Marketing professional with 15 years of experience in digital and traditional environments, backed by a solid academic background. Expert in 360º strategies, SEO, SEM, CRM, social media and e-commerce, he has led B2B and B2C projects, boosting business impact. He is currently the Marketing Manager at Crayon.
Marketing, communication and advertising professional with more than 25 years of experience and 20 years as a teacher. Degree in Sociology with a specialisation in Marketing and Advertising (UA), and training in marketing from prestigious business schools. She has worked in advertising agencies and is currently Sales and Marketing Director at El Español de Alicante.
Graduate in Advertising and Public Relations, with Masters in Advertising Creativity and E-Commerce. With more than 15 years of experience in Creativity and Digital Marketing, he teaches at UAX and directs ME GUSTA LA IDEA, a digital agency specialising in strategy and creativity.
Director of E-commerce, Strategy and Digital Marketing B2C and B2B, with more than 10 years of experience in the strategic management of online projects, as well as in business development in marketplaces. University lecturer and teacher of specialised courses related to e-commerce and digital business.
Graduate in Journalism (UCM), Political Science and Administration (UNED) and Master in Communication and Education on the Net (UNED). Currently PhD student (UCM) and lecturer in Journalism. Specialised in institutional communication, cultural management and marketing with experience in companies in the sector in Spain and Germany.
PhD in Communication specialising in Digital Transformation applied to innovation projects in university education. Researcher on the influence of social networks on the decision-making process, human behaviour and social trends. Previous experience in implementing digitalisation projects in companies in the tourism sector.
Expert in business ethics, sustainability, CSR and social entrepreneurship. He leads the consultancy Felidarity, is president of Fairtrade Ibérica and a trustee of Desert Leaves. He has been manager of the ÉTNOR Foundation and is a reference in business strategy and values.
Scholarships and Financial Support for Studying at UAX
We know that studying is an investment. That’s why we want to remove financial barriers and make things easier for you. Fill in the form and let our advisers help you discover the scholarships, agreements and personalised financial support that best suit your situation.
Community of Madrid
Financial support for students with a disability of 33 per cent or more who are studying at universities or higher education institutions specialising in the arts in the Community of Madrid.
Ministry of Education, Vocational Training and Sport
Find out about the scholarships and grants offered by the Ministry of Education, Vocational Training and Sport, categorised by type and level of education.
Attracting Pre-doctoral Research Talent
Financial support for outstanding students who wish to carry out innovative research and contribute to the advancement of knowledge in their disciplines.
If you’ve already decided to take the plunge, enrol early and benefit from a direct grant. It’s a way of rewarding your commitment and giving you a head start in planning your future.
Students from Ibero-America
This programme is aimed at Ibero-American citizens or foreign nationals legally resident in countries within the OEI’s sphere of influence. The scholarship covers a 50% discount on the total tuition fees.
Students from Ecuador
This programme is aimed at citizens with Ecuadorian nationality and/or residence who wish to study an online master’s degree in Spain. The scholarship covers a 50% discount on the total tuition fees.
2025, 2nd Edition
Grants for students on higher-level vocational training, undergraduate, postgraduate or master’s programmes enrolled at Spanish universities with a Santander agreement. A financial supplement to support you whilst undertaking your work placements.
If you graduated from UAX and are now thinking of studying for a new degree, we want to continue supporting you. That’s why we’re offering you a 10 per cent discount on tuition fees.
If you have an immediate family member (up to the second degree of kinship) enrolled at UAX, you can benefit from a 5 per cent discount on tuition fees. Because studying as a family is even better.
Studying for two degrees at the same time is a challenge, and we want to support you. If you’re already at UAX and enrol on a second degree programme, you’ll be eligible for a grant towards your booking fee and tuition fees.
If you’d like to continue your studies with us and progress from vocational training to a bachelor’s degree, from one bachelor’s degree to another, or from a bachelor’s degree to a postgraduate degree, we’re here to support you with a grant covering up to 25 per cent of your tuition fees.
If you have a strong academic record, we would like to recognise your talent with a scholarship designed for new students. (Excludes the degree in Medicine).
If you’re a high-performance athlete, at UAX we want to help you balance your passion with your studies. We offer specific grants that can cover up to 50% of your tuition fees.
Digital marketing is a long-term business activity, starting from market research to customer satisfaction. It is a vital activity for companies that is not only based on product promotion, but also on understanding the market conditions, identifying customer needs, designing a product according to the requirements, as well as selecting the best means to promote and advertise it through the various channels or platforms.
In the Master's Degree in Digital Marketing at UAX
The UAX Master in Digital Marketing lasts 9 months and is an official qualification with 60 ECTS credits.
The Master's programme in Digital Marketing is open to students with the following degrees and related qualifications:
- Business Administration and Management
- Marketing
- Advertising and Public Relations
- Communication
- Audiovisual Communication
- Economics
Students coming from degrees not considered as preferential may also access the Master's programme in Digital Marketing, being obliged to take complementary courses.
Studying the Master's Degree in Digital Marketing at the Universidad Alfonso X el Sabio (UAX) is an excellent option for several reasons:
Studying the Master in Digital Marketing at UAX will not only provide you with the necessary knowledge to excel in the field of digital marketing, but will also offer you a comprehensive and enriching educational experience.
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Enquiries, complaints and claims
We respond to the genuine needs of our students and staff, because we believe in the continuous improvement of our results. That is why we always want to hear whatever you have to say.
If you are already part of UAX, please visit the ‘Customer Service: complaints, suggestions and compliments’ section on thevirtual campus , logging in with your username and password.
