Digital Advertising (BBA20882)

General information

Type:	OP	Curs:	3	Period:	S semester
ECTS Credits:	4 ECTS

Teaching Staff:

Group	Teacher	Department	Language
	Joandó Reverter Guillot	Marketing	ENG

A Google account (Gmail) and a Facebook profile.

Thorough understanding of basic marketing and communications principles.

- Lectures and guest speakers 10h
- Practical application in class 9h
- Class presentations and discussions 9h
- Individual self learning at home: 24h
- AdWords Certification Exams: 4h
- Group homework 24h

Learn to implement digital advertising campaigns with the top platforms: AdWords and Facebook.
As the course will be based in real examples, the participants will also face the reality to deal with clients and their particular circumstances.
Develop presentation and teamwork skills.
Become Google AdWords Certified.

This hands-on course is designed to provide students with the basic principles of digital advertising, and arm them with the necessary skills to implement campaigns in Google AdWords and Facebook Ads.

Learning objectives:
- Understand the importance of strategic marketing when implementing a tactical action
- Learn about the top digital advertising platforms and become familiar with the terminology used in the field
- Develop the capability to deal with clients, work in teams and present results
- Become familiar with self-learning and the use of official resources to stay up to date

1. Course intro Presentation of the tasks to complete during the course, as well as the clients and projects

2. Marketing Strategy & the Customer Lecture

3. Digital Advertising & POEM Media Strategy Lecture + Practical application

4. Search Engine Marketing Lecture + Practise

5. Search Advertising & Google AdWords Lecture + Practical application

6. Pre-Launch session Class presentations and discussions

7. Launch session Review of implementation for the launch

8. Social Advertising & Facebook Ads Lecture + Practical application

9. Follow up presentation Class presentations and discussions

10. Presentation of final results and recommendations Class presentations and discussions

Hand-on course combining master classes with practical application in real cases.

ASSESSMENT BREAKDOWN

No Textbook Required for this Course.
There is no physical binder for this course: any readings, notes, handouts, dataset or additional course material will be available through the course website.

Group	Teacher	Department
	Joandó Reverter Guillot	Marketing