Nowadays, companies have to answer to the challenges that arise from their stakeholders’ behaviours and social media in general, which arise due to digital technologies. This challenge implied changing both the marketing paradigm as we knew it, and the external and internal communications. We live “in the moment of the (latest) news” and in the “immediate” satisfaction of the consumer needs, who demands for a pro-active approach, as the only line of defence for value creation. This program allowed me to consolidate the digital marketing strategic approach, the value of brands - that have an important impact in the company’s value – and acquire new monitoring tools and methodologies. Taking into account my financial background, this program, – endorsed by a faculty that addresses the themes, trends and the available tools of Digital Marketing in a pragmatic manner-, allowed me to complement my skills and knowledge in this area, which is where I want to develop my professional career.