All about this master, Máster en Transformación Digital y Desarrollo de Negocio OBS Business School
Spain - Western Europe
E-Business and Digital Marketing

OBS Business School
Máster en Transformación Digital y Desarrollo de Negocio


Program overview

New technologic tools have arisen that you will study in this Master’s Degree in Digital Business Management which will allow you to manage a company more efficiently. This is a challenging environment that demands new capabilities, professional and personal competencies, all of which you will assimilate during this programme.

Therefore, the Master’s Degree in Business Development OBS, teached in Spanish, is focused on the key aspects for successfully facing this new environment, both from a technical and human perspective. A necessity for current digital professionals and entrepreneurs.

Curriculum (courses, subject modules)

The programme is divided into 10 modules plus a cross-disciplinary final project.

Digital Economy and the Knowledge Society

The economy’s globalisation, the growing dissemination of information and communication technologies, and the changes in global demands are creating disruptive changes in all economic, social and business sectors.

In this unit you will be introduced to the new economic paradigms and will gain an understanding of what constitutes the engines of change that facilitated the changing of era that we are experiencing today. Through understanding the major technological changes you will learn how to face the challenges that arise from this change, as well as the digital and the knowledge society. Nowadays we must be more responsive to the new needs of customers, which is why you will be covering *Learn & Agile Management* (innovation and development in management).


Innovative Business Models

Business models are one of the areas that are experiencing the greatest innovations due to technological advances. New business models promoted by new companies are changing the way we compete in many sectors.

In this unit you will learn about the links between the business model and corporate strategy and applied innovation. Similarly, you will put into practice an analysis and construction of business model tools, because it is important to see the business model as a creative source of competitive advantages.


Marketing on Search Engines

Search engines are the first port of call for most internet users.  They are one of the main tools of an inbound marketing strategy, and it is therefore crucial to understand how they work and the ways to achieve the best positioning in their rankings. It is a case of global management depending on the campaign, the product to position, the conversion objectives and the procedures of the competitors, plus a dynamic factor which is the search algorithm of the search engines. It is certainly an art.

You will primarily be dealing with the current state of search engines, exploring the philosophy and utility of SEO, technical SEO, programming, why is it important and its consequences. You will learn how to use Google AdWords, its tools and resources, and you will gain an understanding of the philosophy and utility of SEM, which complements SEO. You will understand how to choose KWs and the differences when selecting SEO KWs, and how to draft effective and appealing advertisements and generate CTR impact.


Digital Marketing Techniques

You will familiarise yourself with the main tools that will allow you to successfully implement our digital policies and strategies for interacting with our consumers. Though these tools, and their derivative processes, you will gain insight into the day-to-day lives of your clients and consumers which will allow you to understand exactly what they want and what they expect from you; you will get to know their real experiences and, therefore, try to bring about their satisfaction.


Digital Communication and Online Reputation

You will learn how to introduce new online communication channels and platforms (forums, social networks, etc.) into a corporate communication plan and you will deal with identity, reputation and branding in a digital environment.



You will be introduced to the basic concepts of the electronic environment to get a general idea of the main elements any professional needs to know, and command, in order to be a confident member of this field who is capable of identifying key success factors according to the specific conditions of each business.


Mobile Ecosystem

This unit will introduce you to the main actors in the mobile ecosystem and the main technologies in the sector so you can assess the different possibilities they offer and decide whether to use them or not in future mobile marketing projects. This unit will also present the main elements that can be used in mobile marketing by reviewing the most useful technologies and functionalities of mobile devices; it will be concluded with an analysis of a success stories such as Angry Birds.


Analytics and Metrics

One of the great advantages of online marketing compared to offline marketing is the ability to measure in real time the behaviour of users and, therefore, to quickly and efficiently know the effectiveness of a campaign. Among others, we will show you how to use the Google Analytics tool in depth.


21st Century Professional Competencies

We live in a digital, global and hyperconnected world, characterised by the constant and rapid change in which new organisations, new employees, new customers, new professions, new companies, new processes and even new business models are being redefined

In this new environment, we must be more competent in order to be more competitive. Therefore, in this unit you will be learning about new skills, but above all, you will learn about new attitudes.

The digital competencies unit works on 4 concepts, into which we must integrate these new skills, new knowledge, new tools and, above all, as we have already mentioned, a new attitude, in order to adapt ourselves to this new reality and become competent professionals.


The Entrepreneurial Spirit

Entrepreneurial spirit is found, nowadays, in the DNA of any company that is eager to grow, spread out and expand. Great companies have developed expensive programmes related to innovation for the purpose of awakening, from among their employees, the hidden entrepreneurs that will help them to leave their comfort zone and take off.

In this unit you will find out what it means to be an entrepreneur, the ideal profiles and the necessary skills that must be developed. You will also acquire the Learn concept and agile methodologies for improvement (Project Management for Startups). Similarly, you will learn about business sources and models (_Elevator Pitch_).


Master’s Degree Final Project

This programme will end with a Final Project where you will apply all the knowledge acquired during the year. For this project, you can choose to create a development proposal for new products or servicesdevelop an improvement for corporate processes or define new business models.


Admission conditions

Required diploma(s) :

  • Bachelor

Tuition & Fees

Between 6500 and 6500 €

Employment opportunities & career impact

Employment opportunities :

Career Prospects of the Master in Digital Business

  • Technology and services Sector
  • Multinational companies
  • Innovative companies
  • Digital Business
  • Media companies and advertising
  • Consulting firms
  • SMEs

Application Deadlines

Master’s Degree in Digital Business & Business Development Certificate

The people who pass the programme evaluation and comply with the academic requirements, established by the University of Barcelona (UB), will receive a UB qualification.

In order to obtain a UB qualification, you need to have a University Degree (Engineer’s Degree, Bachelor’s Degree over four years or Bachelor’s Degree over three years). If you do not have a University Degree, once you have passed all the evaluations you will receive an extension diploma from UB.

Faculty profiles

El Claustro OBS, diseñado desde una perspectiva global, es una de las claves de la experiencia de aprendizaje de la Escuela, al combinar conocimientos empresariales reales con el rigor académico necesario para la formación integral del alumno. Todos los profesores son practitioners, profesionales en activo en destacadas empresas e instituciones, tanto nacionales como internacionales, con una amplia trayectoria tanto en la empresa como en la actividad formativa.

El profesorado de OBS está formado por más de 390 docentes y profesionales, con aproximadamente un 40% procedente de 25 países. Tanto la contrastada experiencia de los Directores de Programa a la hora de diseñar los contenidos como la tutela personalizada de nuestros profesores a lo largo del curso, con la garantía que da la titulación el valor práctico que las empresas requieren hoy en día.

Campus facilities & Student Life

Servicios de OBS Business School: OBS Experience

Uno de los objetivos principales de OBS Business School es garantizar el aprendizaje del alumno no sólo en el ámbito académico, sino también en otros aspectos que permiten que la experiencia de aprendizaje sea lo más enriquecedora posible. Por este motivo, desde OBS ponemos a disposición del alumno los siguientes servicios.


Eventos online

  • Ciclo para Emprendedores

Programa de 10 sesiones que aborda los aspectos relativos al emprendimiento en una startup como la propia motivación para ser un emprendedor, las circunstancias internas y externas que se deben tener en cuenta, la creación de la idea y la importancia del equipo para que funcione, y la definición del modelo de negocio y su visualización, entre otros.


  • Web Conferences

Conferencias online emitidas en streaming a través del canal de YouTube de OBS Business School y con una periodicidad mensual. El objetivo de estas Web Conferences es presentar al alumno la experiencia y el conocimiento de profesionales y expertos en temas relacionados con nuevas tendencias, actualidad tecnológica, nuevos modelos de negocio y, en definitiva, la innovación dentro del Management actual. Para ello desde OBS se invitan cada mes a expertos, profesionales y directivos de todos los ámbitos del sector de los Recursos Humanos.


Portal de Empleo de OBS Business School

El Portal de Empleo sirve como punto de encuentro entre alumnos, antiguos alumnos, empresas colaboradoras y otros colectivos empresariales interesados en profesionales formados en la Escuela. Dentro del Portal, tenemos la actividad del Servicio de Carreras Profesionales, la cual se centra en tres puntos:

  • Servicios de asesoría: Orientar y desarrollar las carreras profesionales de alumnos y antiguos alumnos de OBS.
  • Contacto con empresas: Facilitar a los alumnos el acceso a empresas reclutadoras a través de presentaciones corporativas, del Foro de Empleo Online, la participación en Graduate Programmes y otras actividades profesionales.
  • Herramientas para la búsqueda de empleo: OBS Business School pone a disposición de todos sus alumnos, tanto la bolsa de empleo online como el directorio de empresas reclutadoras, con la idea de facilitar la búsqueda de un primer empleo o una mejora profesional a nuestros alumnos.


Foro de Empleo Online

Celebrado anualmente, en el Foro de Empleo Online multinacionales de distintos sectores ponen a disposición de los alumnos de OBS las mejores ofertas laborales disponibles para trabajar tanto en España como en el resto del mundo.

En la pasada edición, durante 7 días cargados de oportunidades laborales, 28 empresas nacionales y multinacionales esperaron a los mejores alumnos de OBS. Entre ellas se encontraban multinacionales como Accenture, Adecco, Banco Mediolanum, Beiersdorf, Carrefour Property, Decathlon, Dell, Deloitte, Desigual, EY, Grupo Planeta, Leroy Merlín, Grupo Meliá, MSD, Nestlé, Novartis, Philip Morris International o Samsung, entre otras muchas. Además, también tuvimos el placer de contar con empresas centradas en el mercado profesional latinoamericano, como Unión Andina o Voyer Internacional.


Eventos presenciales

Con el objetivo de seguir brindando mayores herramientas para el desarrollo profesional, en OBS también organizamos una serie de eventos presenciales en diferentes países como oportunidad de establecer networking y compartir conocimientos y experiencias con otros compañeros y alumnos.

Durante el año 2015 se llevaron a cabo varios eventos como el Workshop sobre Liderazgo Optimista en Bogotá, dirigido a los alumnos y antiguos alumnos de la Escuela o las Inauguraciones de Curso de OBS celebradas en diferentes países y retransmitidas también de forma online. Además, el pasado mes de febrero de este nuevo año se celebró la reunión anual del claustro de profesores que contó con más de 100 asistentes.

Además, el pasado mes de julio se celebró la Graduación de los alumnos del curso académico 2018-2019 de OBS Business School, una oportunidad para conocer y felicitar personalmente a los estudiantes que pudieron asistir y también para recordar a aquellos que no pudieron hacerlo, y es que a pesar de que teníamos graduados de todas partes del mundo, pudimos contar con la asistencia de alumnos de hasta 26 países distintos.


Biblioteca Digital de Management

El alumno de OBS tiene acceso a la Biblioteca Digital de Management, con más de 13.000 volúmenes y suscripciones a publicaciones de revistas como Times, a su disposición.

Choose a Master, an MS or an MBA in E-Business and Digital Marketing

Pictogramme The Sector of E-Learning

The e-business consists of introducing communication technologies to carry out the activities of a business. It is a change in the traditional concept of making business based on the access to internet to markets and resources in a world interconnected and globalized. This new approach covers the whole range of economic activities accomplished on the Internet, whether for the sale of products or the provision of services. The only universal requirement for e-business is a computer and an Internet connection.

Pictogramme Follow a Masters/MS/MBA in E-Business

The Master’s Degree in E-Business is aimed at digital enthusiasts who want to expand their skills and become high-level executives in management, marketing, communication and evolve in a highly technological environment. The prospective students should have an entrepreneurship spirit who wish to optimize the processes involved in demand, the design, configuration and integration of the set of elements of a virtual business project, both in the managerial and management areas and in the field of business administration and technological design. The objectives of the program are three: to acquire managerial skills in the digital sector, to know how to use all digital levers to generate economic activity in digital and to be propel to high-level positions in digital sector.

Pictogramme To Work in E-Business

According to Forbes, since 2007 and only in the USA, the E-Business sector, including fulfillment centers, has created 355,000 new jobs. That growth far exceeds the 51,000 jobs lost since 2007 in the "general retail" sector, which includes the brick and mortar retailers competing most directly with e-business: electronics stores; clothing, shoes and jewelry stores; sporting goods, hobby, musical instrument and book stores; and general merchandise stores, including department stores and super centers. Another data which proofs the importance of this sector is the growth of 11,9% in the first semester of 2019 in France. The specialization in this sector can lead to the following jobs: social media manager, digital entrepreneur, traffic analyst, E and M-Business project manager, product development manager E and M-commerce, SEO consultant, SMO consultant, director E-communication and online campaign manager

Pictogramme E-Business in 2019

In E-Business takes part in different aspects of the business world:

  • Traffic acquisition, traffic management and space purchase.
  • Big Data
  • Community management
  • Wed development, web design and video
  • Strategies and system’s development
  • E-Business strategies

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