TBS Education is responding to the marketing sector’s demand for professionals with a data analytics background. Their new MSc in Digital Marketing & Analytics program is designed to equip graduates with the skills and knowledge to succeed in the ever-changing industry of digital marketing.
The realm of marketing is undergoing a profound transformation, driven by the power of data analytics. Traditional marketing has changed significantly; data analytics is reshaping the entire marketing industry. Data is now guiding companies’ and start-ups’ strategies and decision-making processes.
TBS Education is responding to the marketing sector’s demand for professionals with a data analytics background. They are launching a new MSc program in Digital Marketing & Analytics program.
This new Master of Science (MSc) degree is designed to prepare graduates to integrate creative strategies with data analytics know-how. The program is hosted at the TBS Education campus in Barcelona, Spain, one of Europe’s leading business hubs.
The program has a hands-on, practical approach to learning. Students learn about the latest industry trends, such as how to implement the newest AI tools and technologies. The program also focuses heavily on understanding data. Students learn how to apply data-driven analysis, and to combine it with creative thinking. Students also have the unique opportunity to engage in real-life projects with established companies to gain first-hand experience in the sector.
Olivier Buigues is the Program Director and a seasoned professor in Digital Marketing, Entrepreneurship, and Artificial Intelligence at TBS Education. He emphasizes the transition that the marketing world is undergoing, “The good old days of Mad Men are over. It’s not just the creative in marketing that comes up with an idea and pops up something that works really well, now it’s data-driven, and that’s really the skill that companies are looking for.” (00:42)
Welcoming its first cohort for the 2024-2025 academic year, the MSc in Digital Marketing & Analytics program is ready to prepare graduates for the challenges of today’s data-driven world.
At the heart of the MSc in Digital Marketing & Analytics program is its project-based learning approach. Students create their own digital marketing agency where they apply and refine the strategies and tools learned throughout the program. This allows students to implement different digital marketing disciplines in a real-world setting. Students learn about Digital Marketing Strategy and UX/UI & Web Design to Social Media Marketing, Paid Ads, SEO, E-commerce, and AI & Marketing Automation.
This hands-on experience is crucial to the program experience. As Professor Buigues explains, “Students are able to create whatever campaign they want to do and at the same time understand the algorithms that will make content go viral, that will make content be reproduced, [they understand] the KPIs that are important, all those things are very very important, and there’s a huge demand in the market for them.” (01:20)
The goal is for graduates to emerge from the program ready to meet this pressing demand.
The fast-paced nature of the digital marketing industry means that much of the technical knowledge that students acquire may quickly become outdated. “By the time the students graduate, 80% of the hands-on things they learn are no longer applicable,” states Professor Buigues, highlighting the critical importance of learning how to learn. (06:21)
The program addresses this challenge by not only teaching the fundamentals of data analysis languages such as Python and R but also how to leverage generative AI technologies like ChatGPT for data analytics.
Professor Buigues further explains, “The cool thing is that they will learn about the core concepts, about Python and about R but they will be able also to use generative AI such as ChatGPT to generate the programs to analyze the data.” (05:45)
Professor Buigues notes that the fast-paced nature of this industry is why students are encouraged to develop their skillsets, as well as their knowledge. Students are encouraged to develop a passion for learning, a curiosity for new tools and methodologies, and an openness to ever-changing industry trends. (13:34)
The program aims to instill not just the knowledge but also the skills needed for the industry. This leaves students with a ‘toolbox’ to use throughout their careers. This innovative approach ensures that students remain flexible and forward-thinking, equipped to adapt to future technological shifts.
What are these future technological shifts going to be? Looking ahead, Professor Buigues contemplates the evolving landscape of digital consumption.
“Some people think that the web might become less important in the future as we enter more into a chat era, which is already the case for instance, in China with WeChat. Short videos also might replace in some ways what is currently on the web. This is why [our program has] a specific module on short video apps and short video metrics. And then there’s SEO, where things change so fast.” (08:00)
The MSc Digital Marketing & Analytics program prepares students for forthcoming changes and trends. By equipping them with the knowledge and skills to navigate these shifts, the program ensures its graduates are ready for this fast-paced industry.
Echoing British mathematician Clive Humby’s famous statement that “Data is the new oil”, the program aims to help students master data analytics and AI. This sets them up to lead tomorrow’s industries.
“The people who have access to data and who know how to exploit artificial intelligence, who know how to converse with the data, will be the Kings of Tomorrow.” (13:20)
Blending innovative marketing strategies with advanced data analytics and AI, the Digital Marketing & Analytics program at TBS Education – Barcelona focuses on preparing graduates to lead in the digital era.
Discover more about TBS Education and the various programs it offers.
