DM412a
Digital Business Evolution: Data, Efficiency, and Growth Strategies
Faculty
Xavier Duran
CMO & Chief digital officer at PDPAOLA
Course length
Duration
Total hours
Credits
Language
Course type
Fee for single course
Fee for degree students
Skills you’ll learn
Overview
The digital business landscape has shifted from acquisition-driven strategies to data-centric models focused on efficiency and sustainability. This course explores how companies harness tools such as Customer Data Platforms (CDPs), attribution models, and marketing mix modelling to optimise customer journeys and drive measurable impact. By prioritising data centralisation and resource optimisation, participants will gain an understanding of the strategies redefining success in today’s digital economy.
Learning highlights
- Participants will explore the evolution of digital business models, with a focus on the shift from acquisition-driven strategies to data-centric approaches that prioritise efficiency.
- The course covers full-funnel strategies, audience segmentation, and the integration of tools such as Customer Data Platforms (CDPs) for data centralisation and activation.
- In addition, it examines advanced measurement techniques — including attribution models and marketing mix modelling — enabling participants to optimise decision-making and drive measurable impact in the digital economy.
Course outline
5 classes
Session 1
Understanding the Digital Business Landscape
Session 2
Key Performance Indicators (KPIs): An Introduction to Digital Metrics
Session 3
Customer Acquisition vs Zero & First-Party Data: Strategic Implications and Key Differences
Session 4
Full-Funnel Marketing: Technology Solutions and Strategic Approaches
Session 5
Segmentation and Audience Building with CDPs
Methodology
Through a combination of lectures, exercises, and hands-on projects, students will demonstrate their knowledge and understanding of the principles of content marketing and social media marketing.
Grading
With over ten years of experience in senior roles across digital and technology, Xavier has a proven track record of managing teams and serving as a key member of leadership committees. His approach is built on a holistic vision of the business, ensuring that every strategy he develops is aligned with both long-term growth objectives and immediate operational needs.
See full profileApply for this course
Digital Business Evolution: Data, Efficiency, and Growth Strategies
by Xavier Duran
Total hours
15 Hours
Dates
Jun 08 - Jun 12, 2026
Fee for single course
€1500
Fee for degree students
€750
How to secure your spot
Complete the form below to kickstart your application
Schedule your Harbour.Space interview
If successful, get ready to join us on campus
FAQ
Will I receive a certificate after completion?
Yes. Upon completion of the course, you will receive a certificate signed by the director of the program your course belonged to.
Do I need a visa?
This depends on your case. Please check with the Spanish or Thai consulate in your country of residence about visa requirements. We will do our part to provide you with the necessary documents, such as the Certificate of Enrollment.
Can I get a discount?
Yes. The easiest way to enroll in a course at a discounted price is to register for multiple courses. Registering for multiple courses will reduce the cost per individual course. Please ask the Admissions Office for more information about the other kinds of discounts we offer and what you can do to receive one.