{"id":2584,"date":"2018-10-03T09:52:53","date_gmt":"2018-10-03T09:52:53","guid":{"rendered":"http:\/\/mastermarketingbranding.ub.edu\/?page_id=2584"},"modified":"2025-10-29T19:25:49","modified_gmt":"2025-10-29T19:25:49","slug":"programa","status":"publish","type":"page","link":"https:\/\/www.ub.edu\/mastermarketingbranding\/programa","title":{"rendered":"Programa"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><p>[vc_row][vc_column][stm_title title_tag=\u00bbdiv\u00bb title_color=\u00bbcustom\u00bb page_title_enable=\u00bbtrue\u00bb title_font_size=\u00bb36px\u00bb title_line_height=\u00bb54px\u00bb title_color_custom=\u00bb#000000&#8243; title_margin_b=\u00bb21px\u00bb title_margin_t=\u00bb17px\u00bb][\/stm_title][\/vc_column][\/vc_row][vc_row][vc_column width=\u00bb1\/2&#8243;][vc_column_text]<span style=\"font-family: 'Work Sans', sans-serif; font-size: 15px; line-height: 30px;\">El programa del M\u00e1ster de Formaci\u00f3n Permanente en Direcci\u00f3n de Marketing, Branding, Entorno Digital y Sostenibilidad de la Universitat de Barcelona se compone de 9 m\u00f3dulos complementarios que servir\u00e1n para desarrollar el conocimiento y mejorar las habilidades necesarias para la direcci\u00f3n del Marketing y Branding desde una perspectiva transversal del Entorno Digital y la Sostenibilidad.<\/span>[\/vc_column_text][\/vc_column][vc_column width=\u00bb1\/2&#8243;][stm_single_image img_alignment=\u00bbcenter\u00bb img_responsive_enable=\u00bbtrue\u00bb img_id=\u00bb3902&#8243;][\/vc_column][\/vc_row][vc_row equal_height=\u00bbyes\u00bb][vc_column width=\u00bb1\/6&#8243; css=\u00bb.vc_custom_1538555704303{background-color: #ffffff !important;}\u00bb][vc_column_text css=\u00bb.vc_custom_1538560157390{padding-top: 10px !important;padding-left: 30px !important;background-color: #ffffff !important;}\u00bb]M\u00f3dulo<\/p>\n<p><span style=\"line-height: 30px; font-size: 40px; color: #214671;\">1<\/span>[\/vc_column_text][\/vc_column][vc_column width=\u00bb5\/6&#8243; css=\u00bb.vc_custom_1538555665823{background-color: #ffffff !important;}\u00bb][vc_column_text css=\u00bb.vc_custom_1600496920371{padding-top: 10px !important;padding-left: 30px !important;background-color: #ffffff !important;}\u00bb]<strong><span style=\"line-height: 30px; font-size: 20px; color: #214671;\">Direcci\u00f3n y estrategia del Marketing y el Entorno Digital<\/span><\/strong>[\/vc_column_text][vc_column_text css=\u00bb.vc_custom_1751830456444{padding-right: 30px !important;padding-bottom: 30px !important;background-color: #ffffff !important;}\u00bb]<\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul class=\"stm-list-3\" style=\"line-height: 20px; font-family: 'Work Sans', sans-serif; font-size: 14px;\">\n<li style=\"line-height: 20px;\">Entorno digital, conceptos y fundamentos del Marketing Digital<\/li>\n<li style=\"line-height: 20px;\">Nuevo perfil del consumidor y stakeholders<\/li>\n<li style=\"line-height: 20px;\">Nuevos consumidores: prossumer y crossumer<\/li>\n<li style=\"line-height: 20px;\">Marketing digital y estrategia digital<\/li>\n<li style=\"line-height: 20px;\">El papel del marketing en la estrategia empresarial<\/li>\n<li style=\"line-height: 20px;\">Marketing mix en las empresas digitales<\/li>\n<li style=\"line-height: 20px;\">Definir una estrategia de Marketing Digital<\/li>\n<li style=\"line-height: 20px;\">Fundamentos del marketing estrat\u00e9gico<\/li>\n<li style=\"line-height: 20px;\">An\u00e1lisis de la competencia<\/li>\n<li style=\"line-height: 20px;\">An\u00e1lisis de la demanda<\/li>\n<li style=\"line-height: 20px;\">DAFO<\/li>\n<li style=\"line-height: 20px;\">Objetivos y estrategias<\/li>\n<li style=\"line-height: 20px;\">Posicionamiento e imagen de marca<\/li>\n<li style=\"line-height: 20px;\">Dise\u00f1o, estructura y creaci\u00f3n de un Plan de Marketing Digital<\/li>\n<li style=\"line-height: 20px;\">Definici\u00f3n de objetivos<\/li>\n<li style=\"line-height: 20px;\">P\u00fablico objetivo<\/li>\n<li>IA y precios din\u00e1micos<\/li>\n<li style=\"line-height: 20px;\">Programaci\u00f3n de acciones<\/li>\n<li style=\"line-height: 20px;\">Definici\u00f3n de KPI<\/li>\n<li style=\"line-height: 20px;\">An\u00e1lisis de la Rentabilidad (ROI) en un Plan de Marketing Digital<\/li>\n<li style=\"line-height: 20px;\">Digital Customer Journey \/ Digital Customer Experience<\/li>\n<li style=\"line-height: 20px;\">Realidades y tendencias tecnol\u00f3gicas<\/li>\n<li style=\"line-height: 20px;\">Aspectos legales y jur\u00eddicos del \u00e1mbito de Marketing, publicidad y contenido digital<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_empty_space height=\u00bb10px\u00bb][\/vc_column][\/vc_row][vc_row equal_height=\u00bbyes\u00bb][vc_column width=\u00bb1\/6&#8243; css=\u00bb.vc_custom_1538555704303{background-color: #ffffff !important;}\u00bb][vc_column_text css=\u00bb.vc_custom_1761765854628{padding-top: 10px !important;padding-left: 30px !important;background-color: #ffffff !important;}\u00bb]M\u00f3dulo<\/p>\n<p><span style=\"color: #214671;\"><span style=\"font-size: 40px;\">2<\/span><\/span>[\/vc_column_text][\/vc_column][vc_column width=\u00bb5\/6&#8243; css=\u00bb.vc_custom_1538555665823{background-color: #ffffff !important;}\u00bb][vc_column_text css=\u00bb.vc_custom_1600496936218{padding-top: 10px !important;padding-left: 30px !important;background-color: #ffffff !important;}\u00bb]<strong><span style=\"line-height: 30px; font-size: 20px; color: #214671;\">Digital Design &amp; User Experience (UX)<\/span><\/strong>[\/vc_column_text][vc_column_text css=\u00bb.vc_custom_1751830485624{padding-right: 30px !important;padding-bottom: 30px !important;background-color: #ffffff !important;}\u00bb]<\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul class=\"stm-list-3\" style=\"line-height: 20px; font-family: 'Work Sans', sans-serif; font-size: 14px;\">\n<li style=\"line-height: 20px;\">Digital Design<\/li>\n<li style=\"line-height: 20px;\">Desarrollo de proyectos digitales<\/li>\n<li style=\"line-height: 20px;\">User Experience (UX)<\/li>\n<li style=\"line-height: 20px;\">Tecnolog\u00eda web<\/li>\n<li style=\"line-height: 20px;\">Lenguajes web<\/li>\n<li style=\"line-height: 20px;\">Arquitectura de Sistemas. Dise\u00f1o y desarrollo web<\/li>\n<li style=\"line-height: 20px;\">Tecnolog\u00eda de servidores. Bases de datos y sistemas de informaci\u00f3n. Gestores de contenidos<\/li>\n<li>IA y tendencias en la gesti\u00f3n de marca<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_empty_space height=\u00bb10px\u00bb][\/vc_column][\/vc_row][vc_row equal_height=\u00bbyes\u00bb][vc_column width=\u00bb1\/6&#8243; css=\u00bb.vc_custom_1538555704303{background-color: #ffffff !important;}\u00bb][vc_column_text css=\u00bb.vc_custom_1761765865001{padding-top: 10px !important;padding-left: 30px !important;background-color: #ffffff !important;}\u00bb]M\u00f3dulo<\/p>\n<p><span style=\"color: #214671;\"><span style=\"font-size: 40px;\">3<\/span><\/span>[\/vc_column_text][\/vc_column][vc_column width=\u00bb5\/6&#8243; css=\u00bb.vc_custom_1538555665823{background-color: #ffffff !important;}\u00bb][vc_column_text css=\u00bb.vc_custom_1600496928006{padding-top: 10px !important;padding-left: 30px !important;background-color: #ffffff !important;}\u00bb]<strong><span style=\"line-height: 30px; font-size: 20px; color: #214671;\">Estrategia y Gesti\u00f3n de Marca<\/span><\/strong>[\/vc_column_text][vc_column_text css=\u00bb.vc_custom_1600497005437{padding-right: 30px !important;padding-bottom: 30px !important;background-color: #ffffff !important;}\u00bb]<\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul class=\"stm-list-3\" style=\"line-height: 20px; font-family: 'Work Sans', sans-serif; font-size: 14px;\">\n<li style=\"line-height: 20px;\">Gesti\u00f3n de Marca<\/li>\n<li style=\"line-height: 20px;\">Identitad de marca<\/li>\n<li style=\"line-height: 20px;\">Posicionamiento de marca<\/li>\n<li style=\"line-height: 20px;\">Capital de marca<\/li>\n<li style=\"line-height: 20px;\">Influencia de marca<\/li>\n<li style=\"line-height: 20px;\">Conciencia de marca<\/li>\n<li style=\"line-height: 20px;\">La gesti\u00f3n de la marca dentro del departamento de marketing y su relaci\u00f3n con los diferentes departamentos de la empresa<\/li>\n<li style=\"line-height: 20px;\">Habilidades y funciones ejercidas por el Brand Manager<\/li>\n<li style=\"line-height: 20px;\">Branding estrat\u00e9gico<\/li>\n<li style=\"line-height: 20px;\">La definici\u00f3n de los objetivos<\/li>\n<li style=\"line-height: 20px;\">La definici\u00f3n de la estrategia de branding<\/li>\n<li style=\"line-height: 20px;\">Alcance de la estrategia de branding<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_empty_space height=\u00bb10px\u00bb][\/vc_column][\/vc_row][vc_row equal_height=\u00bbyes\u00bb][vc_column width=\u00bb1\/6&#8243; css=\u00bb.vc_custom_1538555704303{background-color: #ffffff !important;}\u00bb][vc_column_text css=\u00bb.vc_custom_1542968855694{padding-top: 10px !important;padding-left: 30px !important;background-color: #ffffff !important;}\u00bb]M\u00f3dulo<\/p>\n<p><span style=\"line-height: 30px; font-size: 40px; color: #214671;\">4<\/span>[\/vc_column_text][\/vc_column][vc_column width=\u00bb5\/6&#8243; css=\u00bb.vc_custom_1538555665823{background-color: #ffffff !important;}\u00bb][vc_column_text css=\u00bb.vc_custom_1600496945685{padding-top: 10px !important;padding-left: 30px !important;background-color: #ffffff !important;}\u00bb]<strong><span style=\"line-height: 30px; font-size: 20px; color: #214671;\">Investigaci\u00f3n de Mercados: An\u00e1lisis y diagn\u00f3stico de la marca<\/span><\/strong>[\/vc_column_text][vc_column_text css=\u00bb.vc_custom_1751830869764{padding-right: 30px !important;padding-bottom: 30px !important;background-color: #ffffff !important;}\u00bb]<\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul class=\"stm-list-3\" style=\"line-height: 20px; font-family: 'Work Sans', sans-serif; font-size: 14px;\">\n<li class=\"m_986846679853255680MsoListParagraph\">Estrategias SEO\/SEM<\/li>\n<li>IA aplicada al SEO\/SEM<\/li>\n<li>Introducci\u00f3n y fases preliminares de la investigaci\u00f3n de marketing<\/li>\n<li style=\"line-height: 20px;\">Investigaci\u00f3n cualitativa<\/li>\n<li>IA y fuentes secundarias<\/li>\n<li style=\"line-height: 20px;\">T\u00e9cnicas cuantitativas<\/li>\n<li style=\"line-height: 20px;\">Tendencias en la investigaci\u00f3n de mercados (branding)<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_empty_space height=\u00bb10px\u00bb][\/vc_column][\/vc_row][vc_row equal_height=\u00bbyes\u00bb][vc_column width=\u00bb1\/6&#8243; css=\u00bb.vc_custom_1538555704303{background-color: #ffffff !important;}\u00bb][vc_column_text css=\u00bb.vc_custom_1542969316188{padding-top: 10px !important;padding-left: 30px !important;background-color: #ffffff !important;}\u00bb]M\u00f3dulo<\/p>\n<p><span style=\"line-height: 30px; font-size: 40px; color: #214671;\">5<\/span>[\/vc_column_text][\/vc_column][vc_column width=\u00bb5\/6&#8243; css=\u00bb.vc_custom_1538555665823{background-color: #ffffff !important;}\u00bb][vc_column_text css=\u00bb.vc_custom_1600496953238{padding-top: 10px !important;padding-left: 30px !important;background-color: #ffffff !important;}\u00bb]<strong><span style=\"line-height: 30px; font-size: 20px; color: #214671;\">Branding: Ideaci\u00f3n, dise\u00f1o y conceptualizaci\u00f3n<\/span><\/strong>[\/vc_column_text][vc_column_text css=\u00bb.vc_custom_1751830537054{padding-right: 30px !important;padding-bottom: 30px !important;background-color: #ffffff !important;}\u00bb]<\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul class=\"stm-list-3\" style=\"line-height: 20px; font-family: 'Work Sans', sans-serif; font-size: 14px;\">\n<li style=\"line-height: 20px;\">\u00bfQu\u00e9 es la identidad visual?<\/li>\n<li style=\"line-height: 20px;\">Elementos de la identidad visual<\/li>\n<li style=\"line-height: 20px;\">El nombre y el logotipo<\/li>\n<li style=\"line-height: 20px;\">Tipograf\u00eda y colores<\/li>\n<li style=\"line-height: 20px;\">Imagen<\/li>\n<li style=\"line-height: 20px;\">P\u00e1gina web<\/li>\n<li style=\"line-height: 20px;\">Identidad corporativa<\/li>\n<li style=\"line-height: 20px;\">La identidad corporativa y la identidad visual<\/li>\n<li style=\"line-height: 20px;\">Identidad corporativa \/ Imagen corporativa<\/li>\n<li style=\"line-height: 20px;\">Auditor\u00eda y definici\u00f3n estrat\u00e9gica de identidad corporativa<\/li>\n<li style=\"line-height: 20px;\">Definici\u00f3n o redefinici\u00f3n de la identidad corporativa<\/li>\n<li style=\"line-height: 20px;\">El manual de identidad corporativa<\/li>\n<li class=\"m_-2713074014418648360MsoListParagraph\">Inteligencia artificial<u><\/u><u><\/u><\/li>\n<li class=\"m_-2713074014418648360MsoListParagraph\">IA y Branding sensorial<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_empty_space height=\u00bb10px\u00bb][\/vc_column][\/vc_row][vc_row equal_height=\u00bbyes\u00bb][vc_column width=\u00bb1\/6&#8243; css=\u00bb.vc_custom_1538555704303{background-color: #ffffff !important;}\u00bb][vc_column_text css=\u00bb.vc_custom_1542969452223{padding-top: 10px !important;padding-left: 30px !important;background-color: #ffffff !important;}\u00bb]M\u00f3dulo<\/p>\n<p><span style=\"line-height: 30px; font-size: 40px; color: #214671;\">6<\/span>[\/vc_column_text][\/vc_column][vc_column width=\u00bb5\/6&#8243; css=\u00bb.vc_custom_1538555665823{background-color: #ffffff !important;}\u00bb][vc_column_text css=\u00bb.vc_custom_1600496961778{padding-top: 10px !important;padding-left: 30px !important;background-color: #ffffff !important;}\u00bb]<strong><span style=\"line-height: 30px; font-size: 20px; color: #214671;\">Social Media Branding: gesti\u00f3n y estrategia<\/span><\/strong>[\/vc_column_text][vc_column_text css=\u00bb.vc_custom_1582721689966{padding-right: 30px !important;padding-bottom: 30px !important;background-color: #ffffff !important;}\u00bb]<\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul class=\"stm-list-3\" style=\"line-height: 20px; font-family: 'Work Sans', sans-serif; font-size: 14px;\">\n<li style=\"line-height: 20px;\">Social Media Marketing &amp; Branding<\/li>\n<li style=\"line-height: 20px;\">Online Community Management<\/li>\n<li style=\"line-height: 20px;\">Dise\u00f1o y planificaci\u00f3n de una estrategia en Social Media<\/li>\n<li style=\"line-height: 20px;\">Social Media Plan<\/li>\n<li style=\"line-height: 20px;\">Plan de contenidos<\/li>\n<li style=\"line-height: 20px;\">Integraci\u00f3n del plan de medios sociales en la estrategia de marketing y branding de la empresa<\/li>\n<li style=\"line-height: 20px;\">Gesti\u00f3n de redes sociales<\/li>\n<li style=\"line-height: 20px;\">Tipolog\u00edas de redes sociales<\/li>\n<li style=\"line-height: 20px;\">Gesti\u00f3n de los diferentes tipos de redes sociales y su integraci\u00f3n en el Plan de Social Media<\/li>\n<li style=\"line-height: 20px;\">Dinamizaci\u00f3n de comunidades<\/li>\n<li style=\"line-height: 20px;\">Herramientas de monitorizaci\u00f3n y gesti\u00f3n de redes sociales<\/li>\n<li style=\"line-height: 20px;\">Social Media Branding &amp; Strategy<\/li>\n<li style=\"line-height: 20px;\">Gesti\u00f3n de la reputaci\u00f3n digital: redes sociales aplicadas a la comunicaci\u00f3n corporativa<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_empty_space height=\u00bb10px\u00bb][\/vc_column][\/vc_row][vc_row equal_height=\u00bbyes\u00bb][vc_column width=\u00bb1\/6&#8243; css=\u00bb.vc_custom_1538555704303{background-color: #ffffff !important;}\u00bb][vc_column_text css=\u00bb.vc_custom_1542969601743{padding-top: 10px !important;padding-left: 30px !important;background-color: #ffffff !important;}\u00bb]M\u00f3dulo<\/p>\n<p><span style=\"line-height: 30px; font-size: 40px; color: #214671;\">7<\/span>[\/vc_column_text][\/vc_column][vc_column width=\u00bb5\/6&#8243; css=\u00bb.vc_custom_1538555665823{background-color: #ffffff !important;}\u00bb][vc_column_text css=\u00bb.vc_custom_1600496971027{padding-top: 10px !important;padding-left: 30px !important;background-color: #ffffff !important;}\u00bb]<strong><span style=\"line-height: 30px; font-size: 20px; color: #214671;\">Implementaci\u00f3n y comunicaci\u00f3n de la marca<\/span><\/strong>[\/vc_column_text][vc_column_text css=\u00bb.vc_custom_1751830893079{padding-right: 30px !important;padding-bottom: 30px !important;background-color: #ffffff !important;}\u00bb]<\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul class=\"stm-list-3\" style=\"line-height: 20px; font-family: 'Work Sans', sans-serif; font-size: 14px;\">\n<li style=\"line-height: 20px;\">La comunicaci\u00f3n interna<\/li>\n<li style=\"line-height: 20px;\">La comunicaci\u00f3n externa<\/li>\n<li style=\"line-height: 20px;\">La reputaci\u00f3n online<\/li>\n<li style=\"line-height: 20px;\">Elementos clave de la estrategia de comunicaci\u00f3n<\/li>\n<li style=\"line-height: 20px;\">Dise\u00f1o e implementaci\u00f3n de la estrategia (interna \/ externa) de comunicaci\u00f3n de la marca<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_empty_space height=\u00bb10px\u00bb][\/vc_column][\/vc_row][vc_row][vc_column][vc_empty_space height=\u00bb10px\u00bb][\/vc_column][\/vc_row][vc_row equal_height=\u00bbyes\u00bb][vc_column width=\u00bb1\/6&#8243; css=\u00bb.vc_custom_1538555704303{background-color: #ffffff !important;}\u00bb][vc_column_text css=\u00bb.vc_custom_1761765902280{padding-top: 10px !important;padding-left: 30px !important;background-color: #ffffff !important;}\u00bb]M\u00f3dulo<\/p>\n<p><span style=\"color: #214671;\"><span style=\"font-size: 40px;\">8<\/span><\/span>[\/vc_column_text][\/vc_column][vc_column width=\u00bb5\/6&#8243; css=\u00bb.vc_custom_1538555665823{background-color: #ffffff !important;}\u00bb][vc_column_text css=\u00bb.vc_custom_1600497070641{padding-top: 10px !important;padding-left: 30px !important;background-color: #ffffff !important;}\u00bb]<strong><span style=\"line-height: 30px; font-size: 20px; color: #214671;\">Masterclass en sostenibilidad<\/span><\/strong>[\/vc_column_text][vc_column_text css=\u00bb.vc_custom_1751830555386{padding-right: 30px !important;padding-bottom: 30px !important;background-color: #ffffff !important;}\u00bb]<\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul class=\"stm-list-3\" style=\"line-height: 20px; font-family: 'Work Sans', sans-serif; font-size: 14px;\">\n<li style=\"line-height: 20px;\">Durante el mes de mayo se desarrollar\u00e1n Masterclass impartidas por profesionales de reconocido prestigio en el \u00e1mbito organizacional sobre Sostenibilidad:\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Econom\u00eda circular<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Sostenibilidad\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">ODS<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Liderazgo en sostenibilidad (gestor medio ambiental y compromisos)<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Branding, sostenibilidad y Retail<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Etc<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_empty_space height=\u00bb10px\u00bb][\/vc_column][\/vc_row][vc_row equal_height=\u00bbyes\u00bb][vc_column width=\u00bb1\/6&#8243; css=\u00bb.vc_custom_1538555704303{background-color: #ffffff !important;}\u00bb][vc_column_text css=\u00bb.vc_custom_1761765911895{padding-top: 10px !important;padding-left: 30px !important;background-color: #ffffff !important;}\u00bb]M\u00f3dulo<\/p>\n<p><span style=\"color: #214671;\"><span style=\"font-size: 40px;\">9<\/span><\/span>[\/vc_column_text][\/vc_column][vc_column width=\u00bb5\/6&#8243; css=\u00bb.vc_custom_1538555665823{background-color: #ffffff !important;}\u00bb][vc_column_text css=\u00bb.vc_custom_1600496978655{padding-top: 10px !important;padding-left: 30px !important;background-color: #ffffff !important;}\u00bb]<strong><span style=\"line-height: 30px; font-size: 20px; color: #214671;\">Impacto de la marca: anal\u00edticas y m\u00e9tricas<\/span><\/strong>[\/vc_column_text][vc_column_text css=\u00bb.vc_custom_1751830586933{padding-right: 30px !important;padding-bottom: 30px !important;background-color: #ffffff !important;}\u00bb]<\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul class=\"stm-list-3\" style=\"line-height: 20px; font-family: 'Work Sans', sans-serif; font-size: 14px;\">\n<li style=\"line-height: 20px;\">El proceso de an\u00e1lisis<\/li>\n<li style=\"line-height: 20px;\">Herramientas y t\u00e9cnicas de an\u00e1lisis<\/li>\n<li style=\"line-height: 20px;\">Metodolog\u00edas y fuentes de obtenci\u00f3n de los datos<\/li>\n<li style=\"line-height: 20px;\">An\u00e1lisis interno y externo<\/li>\n<li style=\"line-height: 20px;\">Posicionamiento de la marca<\/li>\n<li>IA: creaci\u00f3n de contenido y automatizaci\u00f3n de tareas<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_empty_space height=\u00bb10px\u00bb][\/vc_column][\/vc_row][vc_row equal_height=\u00bbyes\u00bb][vc_column width=\u00bb1\/6&#8243; css=\u00bb.vc_custom_1538555704303{background-color: #ffffff !important;}\u00bb][vc_column_text css=\u00bb.vc_custom_1582721755944{padding-top: 10px !important;padding-left: 30px !important;background-color: #ffffff !important;}\u00bb]M\u00f3dulo<\/p>\n<p><span style=\"line-height: 30px; font-size: 40px; color: #214671;\">10<\/span>[\/vc_column_text][\/vc_column][vc_column width=\u00bb5\/6&#8243; css=\u00bb.vc_custom_1538555665823{background-color: #ffffff !important;}\u00bb][vc_column_text css=\u00bb.vc_custom_1580752236637{padding-top: 10px !important;padding-left: 30px !important;background-color: #ffffff !important;}\u00bb]<strong><span style=\"line-height: 30px; font-size: 20px; color: #214671;\">TFM (Trabajo Final M\u00e1ster)<\/span><\/strong>[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text][\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text][\/vc_column_text][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>[vc_row][vc_column][stm_title title_tag=\u00bbdiv\u00bb title_color=\u00bbcustom\u00bb page_title_enable=\u00bbtrue\u00bb title_font_size=\u00bb36px\u00bb title_line_height=\u00bb54px\u00bb title_color_custom=\u00bb#000000&#8243; title_margin_b=\u00bb21px\u00bb title_margin_t=\u00bb17px\u00bb][\/stm_title][\/vc_column][\/vc_row][vc_row][vc_column width=\u00bb1\/2&#8243;][vc_column_text]El programa del M\u00e1ster de Formaci\u00f3n Permanente en Direcci\u00f3n de Marketing, Branding, Entorno Digital y Sostenibilidad de la Universitat de Barcelona se compone de 9 m\u00f3dulos complementarios que servir\u00e1n para desarrollar el conocimiento y mejorar las habilidades necesarias para la direcci\u00f3n del Marketing y Branding desde [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":1,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-2584","page","type-page","status-publish","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Programa | M\u00e1ster Direcci\u00f3n de Marketing y Branding | UB<\/title>\n<meta name=\"description\" content=\"Adquiere las habilidades para la direcci\u00f3n del Marketing y Branding desde la perspectiva del Entorno Digital y la Sostenibilidad. \u00a1Conoce nuestro programa!\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.ub.edu\/mastermarketingbranding\/programa\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Programa | M\u00e1ster Direcci\u00f3n de Marketing y Branding | UB\" \/>\n<meta property=\"og:description\" content=\"Adquiere las habilidades para la direcci\u00f3n del Marketing y Branding desde la perspectiva del Entorno Digital y la Sostenibilidad. \u00a1Conoce nuestro programa!\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.ub.edu\/mastermarketingbranding\/programa\" \/>\n<meta property=\"og:site_name\" content=\"M\u00e1ster en Direcci\u00f3n de Marketing, Branding, Entorno Digital y Sostenibilidad\" \/>\n<meta property=\"article:modified_time\" content=\"2025-10-29T19:25:49+00:00\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Tiempo de lectura\" \/>\n\t<meta name=\"twitter:data1\" content=\"9 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.ub.edu\\\/mastermarketingbranding\\\/programa\",\"url\":\"https:\\\/\\\/www.ub.edu\\\/mastermarketingbranding\\\/programa\",\"name\":\"Programa | M\u00e1ster Direcci\u00f3n de Marketing y Branding | UB\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.ub.edu\\\/mastermarketingbranding\\\/#website\"},\"datePublished\":\"2018-10-03T09:52:53+00:00\",\"dateModified\":\"2025-10-29T19:25:49+00:00\",\"description\":\"Adquiere las habilidades para la direcci\u00f3n del Marketing y Branding desde la perspectiva del Entorno Digital y la Sostenibilidad. \u00a1Conoce nuestro programa!\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/www.ub.edu\\\/mastermarketingbranding\\\/programa#breadcrumb\"},\"inLanguage\":\"es\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/www.ub.edu\\\/mastermarketingbranding\\\/programa\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/www.ub.edu\\\/mastermarketingbranding\\\/programa#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Portada\",\"item\":\"https:\\\/\\\/www.ub.edu\\\/mastermarketingbranding\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Programa\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/www.ub.edu\\\/mastermarketingbranding\\\/#website\",\"url\":\"https:\\\/\\\/www.ub.edu\\\/mastermarketingbranding\\\/\",\"name\":\"M\u00e1ster en Direcci\u00f3n de Marketing, Branding, Entorno Digital y Sostenibilidad\",\"description\":\"Descubre m\u00e1s sobre el M\u00e1ster en Direcci\u00f3n de Marketing, Branding, Entorno Digital y Sostenibilidad\",\"publisher\":{\"@id\":\"https:\\\/\\\/www.ub.edu\\\/mastermarketingbranding\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/www.ub.edu\\\/mastermarketingbranding\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"es\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/www.ub.edu\\\/mastermarketingbranding\\\/#organization\",\"name\":\"M\u00e1ster Branding UB\",\"url\":\"https:\\\/\\\/www.ub.edu\\\/mastermarketingbranding\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"es\",\"@id\":\"https:\\\/\\\/www.ub.edu\\\/mastermarketingbranding\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/www.ub.edu\\\/mastermarketingbranding\\\/wp-content\\\/uploads\\\/2018\\\/09\\\/test_ub.jpg\",\"contentUrl\":\"https:\\\/\\\/www.ub.edu\\\/mastermarketingbranding\\\/wp-content\\\/uploads\\\/2018\\\/09\\\/test_ub.jpg\",\"width\":700,\"height\":426,\"caption\":\"M\u00e1ster Branding UB\"},\"image\":{\"@id\":\"https:\\\/\\\/www.ub.edu\\\/mastermarketingbranding\\\/#\\\/schema\\\/logo\\\/image\\\/\"}}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Programa | M\u00e1ster Direcci\u00f3n de Marketing y Branding | UB","description":"Adquiere las habilidades para la direcci\u00f3n del Marketing y Branding desde la perspectiva del Entorno Digital y la Sostenibilidad. \u00a1Conoce nuestro programa!","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.ub.edu\/mastermarketingbranding\/programa","og_locale":"es_ES","og_type":"article","og_title":"Programa | M\u00e1ster Direcci\u00f3n de Marketing y Branding | UB","og_description":"Adquiere las habilidades para la direcci\u00f3n del Marketing y Branding desde la perspectiva del Entorno Digital y la Sostenibilidad. \u00a1Conoce nuestro programa!","og_url":"https:\/\/www.ub.edu\/mastermarketingbranding\/programa","og_site_name":"M\u00e1ster en Direcci\u00f3n de Marketing, Branding, Entorno Digital y Sostenibilidad","article_modified_time":"2025-10-29T19:25:49+00:00","twitter_card":"summary_large_image","twitter_misc":{"Tiempo de lectura":"9 minutos"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/www.ub.edu\/mastermarketingbranding\/programa","url":"https:\/\/www.ub.edu\/mastermarketingbranding\/programa","name":"Programa | M\u00e1ster Direcci\u00f3n de Marketing y Branding | UB","isPartOf":{"@id":"https:\/\/www.ub.edu\/mastermarketingbranding\/#website"},"datePublished":"2018-10-03T09:52:53+00:00","dateModified":"2025-10-29T19:25:49+00:00","description":"Adquiere las habilidades para la direcci\u00f3n del Marketing y Branding desde la perspectiva del Entorno Digital y la Sostenibilidad. \u00a1Conoce nuestro programa!","breadcrumb":{"@id":"https:\/\/www.ub.edu\/mastermarketingbranding\/programa#breadcrumb"},"inLanguage":"es","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.ub.edu\/mastermarketingbranding\/programa"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/www.ub.edu\/mastermarketingbranding\/programa#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Portada","item":"https:\/\/www.ub.edu\/mastermarketingbranding\/"},{"@type":"ListItem","position":2,"name":"Programa"}]},{"@type":"WebSite","@id":"https:\/\/www.ub.edu\/mastermarketingbranding\/#website","url":"https:\/\/www.ub.edu\/mastermarketingbranding\/","name":"M\u00e1ster en Direcci\u00f3n de Marketing, Branding, Entorno Digital y Sostenibilidad","description":"Descubre m\u00e1s sobre el M\u00e1ster en Direcci\u00f3n de Marketing, Branding, Entorno Digital y Sostenibilidad","publisher":{"@id":"https:\/\/www.ub.edu\/mastermarketingbranding\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.ub.edu\/mastermarketingbranding\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"es"},{"@type":"Organization","@id":"https:\/\/www.ub.edu\/mastermarketingbranding\/#organization","name":"M\u00e1ster Branding UB","url":"https:\/\/www.ub.edu\/mastermarketingbranding\/","logo":{"@type":"ImageObject","inLanguage":"es","@id":"https:\/\/www.ub.edu\/mastermarketingbranding\/#\/schema\/logo\/image\/","url":"https:\/\/www.ub.edu\/mastermarketingbranding\/wp-content\/uploads\/2018\/09\/test_ub.jpg","contentUrl":"https:\/\/www.ub.edu\/mastermarketingbranding\/wp-content\/uploads\/2018\/09\/test_ub.jpg","width":700,"height":426,"caption":"M\u00e1ster Branding UB"},"image":{"@id":"https:\/\/www.ub.edu\/mastermarketingbranding\/#\/schema\/logo\/image\/"}}]}},"_links":{"self":[{"href":"https:\/\/www.ub.edu\/mastermarketingbranding\/wp-json\/wp\/v2\/pages\/2584","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.ub.edu\/mastermarketingbranding\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.ub.edu\/mastermarketingbranding\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.ub.edu\/mastermarketingbranding\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ub.edu\/mastermarketingbranding\/wp-json\/wp\/v2\/comments?post=2584"}],"version-history":[{"count":14,"href":"https:\/\/www.ub.edu\/mastermarketingbranding\/wp-json\/wp\/v2\/pages\/2584\/revisions"}],"predecessor-version":[{"id":4608,"href":"https:\/\/www.ub.edu\/mastermarketingbranding\/wp-json\/wp\/v2\/pages\/2584\/revisions\/4608"}],"wp:attachment":[{"href":"https:\/\/www.ub.edu\/mastermarketingbranding\/wp-json\/wp\/v2\/media?parent=2584"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}