Master in Direct & Interactive (Digital) Marketing
Business School ESIC Business School / Institute of Electronic Commerce and Direct Marketing.
In collaboration with the Federation of European Direct & Interactive Marketing (FEDMA)
Period Oct 2007 - Jul 2008
Degree European Master in Relational, Direct & Interactive Marketing & European Diploma in Direct & Interactive Marketing, DataBase Marketing & CRM
When I was working at Banco Sabadell, I was interested in delving deeper into the most current marketing tools at the time, such as online and digital marketing and relational marketing.
At Banco Sabadell, I worked developing loyalty programs for young people and juniors, and most of the marketing actions I carried out to promote the programs were direct, online marketing actions, always seeking two-way communication with customers to establish a relationship and build loyalty.
The Master in Direct & Interactive Relational Marketing from ICEMD (ESIC) was ideal for my purposes. Its content included and delved into all aspects of marketing related to the areas I worked in:
- Direct Marketing: requirements for achieving an effective campaign, creativity and composition of direct marketing pieces, writing, database segmentation, etc.
- Relational Marketing: development of loyalty programs, parameters to measure, customer life cycle management, etc.
- Online Marketing: development of online campaigns, media selection, measurements, campaign analysis, etc.
- CRM: CRM system design, implementation, usability and analysis, etc.
- E-Commerce: development of e-commerce platforms, measurement of results, search engine positioning, SEO, SEM, etc.
- Applicable legislation: GDRP, Security systems, etc.
During the master's degree I also had to develop several projects related to each content.
The projects I developed as a team were:
CAMPAÑA CREDITO COCHE - ICEMD.pdf (1,5 MB)
CAMPAÑA LANZAMIENTO PRODUCTO - ICEMD.pdf (696,3 kB)
CREACIÓN PLATAFORMA ONLINE - ICEMD.pdf (4,1 MB)
PROGRAMA FIDELIZACIÓN - ICEMD.pdf (962,6 kB)
OPTIMIZAR PLATAFORMA ONLINE - ICEMD.pdf (4,9 MB)
On the other hand, the final project carried out individually focused on the development of a loyalty programme for the young segment. As this was the fundamental basis of my work, I took advantage of the master's degree to apply the new knowledge in conjunction with my professional experience for the development of the final thesis:
MARKETING FIDELIZACIÓN - ICEMD.pdf (370,1 kB)
