ENEB

Syllabus

MBA + Master in
Digital Marketing and eCommerce

European Business School of Barcelona

In collaboration with: Cum Laude Award 2019 We work with:
 Introduction
The double degree MBA & Master in Digital Marketing and e-Commerce aims to provide both, a strategic
MBA & MASTER IN DIGITAL and global vision of a manager and a thorough knowledge of various company departments, such as
Human Resources, Finance, Operations, Marketing, Sales and Commerce. Our students have the unique
opportunity to immerse themselves in digital environment and, therefore, increase economic performance;
MARKETING AND ECOMMERCE creating a convergence of online and offline products and services offered by a company or organization. 
 
Professionals who apply the knowledge acquired throughout this Master are much more likely to climb
their career ladder due to the integrated vision of all the resources necessary to achieve success.   
Duration: 24 months  
Price: 8,400 euros Price with scholarship: 2,940 euros
Credits: 120 ECTS Start your academic career with ENEB; one of the most important distance business schools of Europe
that allows you to gain education at the highest level, from any place and with the daily support of all our
teachers and tutors.
STRATEGIC MANAGEMENT
Objectives
INTERNATIONAL ACCOUNTING
• Establishing, managing and controlling a company’s key financial elements. 
FINANCIAL MANAGEMENT • Acquiring a global vision and, thus, encouraging critical thinking. 
• Knowing all the departments of a business and becoming skilled at managing them. 
PERSONNEL MANAGEMENT AND ORGANISATIONAL BEHAVIOUR
• Developing leadership skills within a work team. 
EXECUTIVE COACHING • Evaluating and implementing proper management of the Corporate Social Responsibility. 

NLP (NEURO-LINGUISTIC PROGRAMMING)

• Efficient management and implementation of ICT in the development of our skills. 
• Understanding the communication, control, quality and organizational change strategic tools. 
SUPPLY CHAIN MANAGEMENT • Developing the skills and strategies necessary to success in online sales. 
MANAGEMENT OF INTERNATIONAL FINANCIAL SERVICES • Mastering technologies and the legal framework for the creation of virtual stores. 
• Learning the most effective techniques in the online environment, such as Social Media, SEO, SEM,
LEGAL BUSINESS ENVIRONMENT Analytics and Web Usability and CRM. 

INTERNATIONAL CORPORATE TAX

• Mastering the strategic direction of online marketing. 
• Applying the key factors of a successful website’s design and management. 
MARKETING • Choosing suitable online advertising strategies in order to achieve the established goals. 
INTERNATIONAL TRADE • Creation of content in social and digital media, as well as the management of the communication.
• Understanding and applying real success cases of leading online companies and analysing how they
CORPORATE SOCIAL RESPONSIBILITY have reached that point.

ADVERTISING
Professional Outings
COMMUNITY MANAGER The dual degree MBA & Digital Marketing and e-Commerce enables you to hold any position in the
business management field; such as: Marketing, Finance, Human Resources, Operations, SI, CEO, both
E-COMMERCE private and public companies; National or International. Moreover, our students will acquire an important
global vision, which will be very important to perform in positions such as: Project Managers, Marketing
WEB POSITIONING Directors, Communication Directors, Heads of websites, Webmasters, Marketing Campaigns Managers,
Account Executives, Analysts and Consultants, Developers, Information Architects, Designers, Layout
Designer, Copywriters, Product Managers, Directors of online store as well as creating their own online
businesses.
Syllabus Module 22. Self-financing of the Company and Dividend Policy 

Module 23. Study case  

The MBA + Master in Digital Marketing and eCommerce has the following syllabus: 
SECTION 4. PERSONNEL MANAGEMENT AND ORGANISATIONAL BEHAVIOUR
SECTION 1. STRATEGIC MANAGEMENT
Module 24. Teams: Contextual Aspects 
Module 1. Fundamentals of Strategic Management
Module 25. Managing a Work Team 
Module 2. Strategic Objectives
Module 26. Empowerment: Getting the best out of your team and collaborators 
Module 3. The Strategic Process 
Module 27. Leading Your Team Effectively: Strategies 
Module 4. The Strategic Formulation
Module 28. Study case 
Module 5. Strategic Analysis (in the dynamics of business management)
SECTION 5. EXECUTIVE COACHING
Module 6. Development of a Strategy 
Module 29. Coaching: Basics and Fundamentals 
Module 7. Creation and Implementation of the Management Strategy 
Module 30. Coaching Types and Coaching in Organisations 
Module 8. The Balanced Scorecard (BS)
Module 31. Coaching Process and Methodology 
Module 9. Study case 
Module 32. Theoretical Framework and Other Coaching Tools 
SECTION 2. INTERNATIONAL ACCOUNTING
Module 33. Study case 
Module 10. Introduction to Accounting 

Module 11. Accounting in Spain 

Module 12. International Accounting Standards 

Module 13. Financial Statements 

Module 14. Study case 

SECTION 3. FINANCIAL MANAGEMENT

Module 15. Economic and Financial Structure of a Company 

Module 16. Economic and Financial Analyses 

Module 17. Costs and Benefits of a Company

Module 18. The Cost of Short-term Financial Resources

Module 19. The Cost of Long-term Resources

 
Module 20. Selection and Hierarchical Evaluation of Simple Investment Projects: NPV and IRR 

Module 21. Short and Long Term Financial Planning

SECTION 6. NLP (NEURO-LINGUISTIC PROGRAMMING) SECTION 9. LEGAL BUSINESS ENVIRONMENT

Module 34. Introduction to NLP  Module 54. Trade Law 

Module 35. NLP Presuppositions, Feedback and Goals  Module 55. Exchange Rights and Companies

Module 36. Representational Systems, Eye Accessing Cues, Rapport and Sensory Cues  Module 56. Bankruptcy Laws 

Module 37. The Meta Model, Calibration, Dissociated and Associated State, and Anchoring  Module 57. Study case 

Module 38. Submodalities, Hypnosis and Emotional Intelligence  SECTION 10. INTERNATIONAL CORPORATE TAX

Module 39. Conflict Resolution, Metaphors and Advanced TOTE Models  Module 58. Introduction to Spanish Corporate Tax

Module 40. Study case  Module 59. Corporate Tax in Spain

SECTION 7. SUPPLY CHAIN MANAGEMENT Module 60. Worldwide Taxation of Profits

Module 41. Introduction to Logistics  Module 61. Study case

Module 42. Means of Transport  SECTION 11. MARKETING

Module 43. Incoterms Module 62. Strategic Marketing

Module 44. Foreign Trade Module 63. Direct Marketing

Module 45. Customs and Commercial Documentation  Module 64. Integrated Marketing Communication

Module 46. Logistics in the 21st Century  Module 65. Sales Promotion

Module 47. Spanish Logistics Sector  Module 66. Quantitative Analysis of Business Decisions

Module 48. Study case  Module 67. Prices

SECTION 8. MANAGEMENT OF INTERNATIONAL FINANCIAL SERVICES Module 68. Study case

Module 49. Introduction to Labour Consultancy in Human Resources 

Module 50. Social Security 

Module 51. The Employment Contract 

Module 52. Prevention of Occupational Hazards 

Module 53. Study case 

SECTION 12. INTERNATIONAL TRADE SECTION 15. COMMUNITY MANAGER

Module 69. International Trade Theories Module 88. Introduction to Community Management

Module 70. The Competitive Advantage of Nations Module 89. Social Web and Social Media

Module 71. World Trade Organization (WTO) Module 90. Social Networks

Module 72. Economic Globalisation and National Economies Module 91. Social Multimedia and Other Platforms

Module 73. International Negotiation and Foreign Trade in Spain Module 92. Social Media Plan

Module 74. Study case Module 93. Study case 

SECTION 13. CORPORATE SOCIAL RESPONSIBILITY

Module 75. Corporate Social Responsibility: Basics and Foundation

Module 76. Stakeholders

Module 77. Communication and Transparency

Module 78. Areas of Action

Module 79. Components of CSR Management

Module 80. CSR Measurement

Module 81. Study case

SECTION 14. ADVERTISING

Module 82. Introduction to Advertising

Module 83. Advertising Basis

Module 84. Development of the Campaign 

Module 85. Consumers and Advertising Psychology

Module 86. The New Advertising

Module 87. Study case

SECTION 16. E-COMMERCE Academic schedule (24 months)
Module 94. Introduction to E-Commerce
First semester (450 HOURS)
Module 95. New Technologies and Value Chain

Module 96. Business Management > Strategic Management

> International Accounting
Module 97. Advertising and Marketing Subject > Financial Management
> Personnel Management And Organisational Behaviour
Module 98. Customer Service, Logistics and Payment Systems

Module 99. Security Systems and Legal Aspects

> Strategic plans
Module 100. Present and Future of E-Commerce Functional > The accounting system
skills > Financial planning
Module 101. Study case > Conflict resolution

SECTION 17. WEB POSITIONING

> Design a business strategy
Module 102. SEO Basics Management > Analysis of economic performance
> Corporate accounting and work performance
Module 103. Optimisation and Tools skills > Business administration and management

Module 104. Mobile SEO

> CMI design
Module 105. Content and Marketing > Accounting entries
Study case > Balance sheet and report
Module 106. SEO Campaign and Measurement > Managing a work team

Module 107. Study case

Second semester (450 HOURS) Fourth semester (450 HOURS)

> Corporate Social Responsibility

> Executive Coaching
> Advertising
> NLP (Neuro-Linguistic Programming)
Subject > Supply Chain Management Subject > Community Manager
> E-Commerce
> Management Of International Financial Services
> Web Positioning

> Guiding collaborators > Stakeholders communication

Functional > Mind maps management Functional > Ad campaign development
> Community management strategies to follow
> Supply and exportation
skills > Labour procedures skills > eCommerce and new technologies
> Optimisation of web positioning

> Management of communication in sensitive situations

> Team management
> Corporate design and impact on the target
Management > Personnel management Management > Online presence, image and relevance
> Management of marketing and logistics processes
skills > Payroll, hiring and agreements management skills > Logistics and distribution in electronic commerce
> Marketing and positional strategy on the Internet

> Coaching session’s design > Crisis Communication

> Study of a real situation using NLP techniques > Creating and ad campaign
Study case > Creating a marketing strategy Study case > Development and maintenance of an online community
> Labour documentation of a company > eCOM analysis
> Use of SEM and SEO techniques in a web

Third semester (450 HOURS)

> Legal Business Environment

> International Corporate Tax
Subject > Marketing
> International Trade

> Tax management

Functional > International assets analysis
> Design of strategies
skills > Analysis of economic globalisation

> Production, systems and economic management

Management > International tax and commercial proceedings
> Monitoring and follow-up
skills > Opportunities, sales, tariffs and international sales

> Flow analysis and nominal reinvestment

> International tax assessment
Study case > Formulating a Marketing plan
> Market study and product outsourcing
> Formulation of a Big Data project
 FOUR DIPLOMAS FOUR DIPLOMAS
At the end of your studies, you will earn four diplomas issued by ENEB Business School and Universidad Diplomas certified by:
Isabel I:

- MBA - Master of Business Administration

- Master in Digital Marketing and eCommerce
- Diploma in Expertise in Coaching and NLP
- Spanish for Business Program

All our training programs come with an optional Spanish for Business Program, which will allow our
students to succeed in an international working environment. In case the student does not follow the
program, they will earn a triple certification.
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