The graduate of the master's degree in Marketing with a concentration in Digital Strategy from Universidad de Las Américas is a professional with a global vision, an entrepreneur who guides his actions towards the achievement of common goals. Graduates have mastered the skills, methodologies, and techniques necessary to carry out e-business, digital advertising and online media management. They use marketing tools designed for social media aligning actions with consumer needs.
Graduates analyze consumer trends, relevant segments, and digital business opportunities using marketing analytics tools and techniques. They develop communication strategies, CRM, and product portfolios, based on the needs of mobile and digital marketing in order to position brands within highly competitive levels demanded by a market in constant transformation. They design digital marketing plans considering the company’s value proposition, the context in which it is developed and brand positioning requirements, either through their own e-commerce projects or via well positioned virtual platforms. They establish digital marketing plans, market segmentation and pricing models. Graduates design the digital strategic path for brands using diagnostic and evaluation methods, business intelligence tools and segmentation for local, regional, and global brands, in public or private organizations.
It is expected that graduates of this program base their professional performance on ethical values, critical thinking, respect for diverse opinions and cultures, and reflect on the implications of their status as digital strategy managers, being leaders and responsible citizens within the context that surrounds them.
Program enrollment: Program headcount totals the number of students enrolled yearly.
Graduation rate: is calculated through the 2020-2021 academic year, based on new, first-time students entering in the fall semester, regardless of whether they enroll in the daytime or evening version of their program (if available). These rates do not consider incoming transfer students.
In every semester, the program provides assessment results according to its Multiannual Assessment Plan (MAP), which typically considers one or more of its program learning outcomes (PLOs). Most programs utilize the platform Brightspace to collect and assess student work and to present the data and evidence of student achievement. These results and their analysis, with the objective of identifying areas for improvement, are presented in the program’s annual assessment report. In the graphic below, the most recent period in which a PLO has been assessed is indicated, with the percentage indicating achievement of the expected performance standard for that PLO, according to the rubric used to evaluate the student work. This standard can be designated at an introductory, intermediate, or final level, depending upon how the course learning outcomes (CLOs) align to each PLO in the program’s curriculum map.