Digital Advertising (B20882)
General information
Type: |
OP |
Curs: |
5 |
Period: |
S semester |
ECTS Credits: |
4 ECTS |
Teaching Staff:
| Group |
Teacher |
Department |
Language |
| Ed: 1 |
Joandó Reverter Guillot |
Marketing |
ENG |
| Group |
Teacher |
Department |
Language |
| Ed: 2 |
Joandó Reverter Guillot |
Marketing |
ENG |
Prerequisites
A Google account (Gmail) and a Facebook profile.
Previous Knowledge
Thorough understanding of basic marketing and communications principles.
Workload distribution
- Lectures and guest speakers: 14h
- Practical application in class: 10h
- Class presentations and discussions: 6h
- Individual self learning at home: 24h
- AdWords Certification Exams: 4h
- Group homework: 24h
COURSE CONTRIBUTION TO PROGRAM
Learn to implement digital advertising campaigns with the top platforms: AdWords and Facebook.
Develop presentation and teamwork skills.
Become Google AdWords Certified.
Course Learning Objectives
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 work in teams and present in public to enrich the learning experience
- Become familiar with self-learning and the use of official resources to stay up to date
CONTENT
1. Course intro Presentation of the tasks to complete during the course and introduction to digital marketing and online advertising |
2. Marketing Strategy & the Customer Lecture + Practical application
|
3. Digital Advertising Framework & POEM Media Strategy Lecture + Presentation of projects* and teams
*Made-up business based in real case examples |
4. Search Engine Marketing (SEM) Lecture + Practical application |
5. Digital Advertising Strategy Teamwork Session Practical: Work in teams to define the Advertising Strategy for the project assigned |
6. Digital Advertising Strategy Presentation Class presentations and discussions |
7. Search Advertising & Google AdWords Lecture + Practical application |
8. Social Advertising & Facebook Ads Lecture + Practical application |
9. Follow up Session Practical: Review team presentations and refine the work done |
10. Implementation Presentation Class presentations and discussions |
Methodology
Hand-on course combining master classes with practical application in projects based in real case examples and business.
Self-learning
Learning from other team presentations
ASSESSMENT
ASSESSMENT BREAKDOWN
| Description |
% |
| Google AdWords Certificate: Fundamentals |
15 |
| Google AdWords Certificate: Search Advertising |
15 |
| Digital Advertising Strategy defined |
10 |
| Digital Advertising Strategy Presentation |
10 |
| AdWords Campaign Set-up |
10 |
| Facebook Ads set-up |
10 |
| Implementation Presentation |
10 |
| Class participation |
20 |
Assessment criteria
Individual 50%
Group 50%
Bibliography
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.
Timetable and sections
| Group |
Teacher |
Department |
| Ed: 1 |
Joandó Reverter Guillot |
Marketing |
Timetable Ed: 1
From 2018/9/4 to 2018/10/9:
Each Tuesday from 8:00 to 11:00. (Except: 2018/9/11)
From 2018/10/30 to 2018/11/27:
Each Tuesday from 8:00 to 11:00.
| Group |
Teacher |
Department |
| Ed: 2 |
Joandó Reverter Guillot |
Marketing |
Timetable Ed: 2
From 2019/2/14 to 2019/3/14:
Each Thursday from 14:00 to 17:00.
From 2019/4/4 to 2019/5/9:
Each Thursday from 14:00 to 17:00. (Except: 2019/4/18)
