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Digital Marketing Performance (CK25880)

General information

Type:

OP

Curs:

1

Period:

S semester

ECTS Credits:

3 ECTS

Teaching Staff:

Group Teacher Department Language
Arantxa Beltran del Toro Marketing ENG

Prerequisites

Participants in this course should be familiar with the basics of the main Digital Marketing Platforms: Facebook, Google, Youtube, Instagram, Twitter and Pinterest.

Previous Knowledge

Participants in this course should be familiar with basic marketing principles.

Workload distribution

The course will combine lectures and high profile guest speakers to understand the different digital marketing channels, best suited strategies and key metrics for each one (40%). The course also includes practical cases and exercises with each channel's native tools in order to be able to set up and optimize digital marketing campaigns for the main platforms (50%). Every class will include a 10 min discussion around the previous week's digital marketing news highlights (10%).
The course will also offer the ability to help students with the official certification from Google Adwords and Facebook Ads.

COURSE CONTRIBUTION TO PROGRAM

In the Digital Performance Marketing course, you will be able to understand and differentiate the uses of the main digital marketing channels and tools for both user acquisition and also user retention. Guest speakers, mainly employees of the platforms or C-level executives of digital companies will share insider perspectives and experiences.

In addition, half of the class will be "hands-on" and students will have the opportunity to play with the different advertising platforms for each channel, learn how to set up campaigns with specific goals, analyze a digital marketing proposal and optimize campaign results towards the main KPIs of a company.
A laptop is needed for this class and it should be brought to all class sessions. Please make sure you bring your laptop to the first class session.

Every class will include a small part of discussion about the digital business news from the previous week in order to keep pace with a fast moving industry where learning never ends. Participation is a must and will be expected from every student of the class.

Course Learning Objectives

1- Gain Knowledge of the different Platforms and Tools of the paid digital marketing Landscape
- Which platform should I use?
- How to design a digital paid marketing media plan?
- Which products are best suited for my business needs

2- Practical Use
- Definition of Digital Marketing objectives
- Understanding of the main Digital KPI's
- Creation of Campaigns on the native platforms
- Analysis of results from paid digital marketing campaigns
- Optimization of results on the different platforms.

3- Understanding of the digital marketing news
- Discussions around the main news of the digital landscape and how do they affect the industry
- Main news sources to stay up to date with new product releases of each digital marketing platform

4- Official certifications for Google Adwords and Facebook Ads

The platforms covered in the program will be:
- Google Search
- Google Display Network (GDN)
- Youtube
- Facebook Ads
- Instagram Ads
- Twitter Ads & Pinterest Ads
- Mailing
- Programatic
- Ad networks
- Amazon Advertising

CONTENT

1. Session 1 (Masterclass) - Marketing Landscape

-Intro to the Digital marketing landscape ¿ platforms
-Main Metrics

2. Session 2 (Lecture + Exercise) - Tracking and Remarketing

-Tracking: pixels & sdk¿s
-Remarketing

3. Session 3 (Lecture + Exercise) - Google SEM

- Advertising with Google
- Products and Formats
- Search Engine

4. Session 4 (Lecture + Exercise) - Youtube and GDN

- Advertising with Google
- Youtube
- GDN ¿ Google Display Network

5. Session 5 (Lecture + Exercise) - Facebook & Instagram

- Advertising with Facebook & Instagram
- Products and Formats

6. Session 6 (Lecture + Exercise) - RTB &Ad Networds

- Advertising with RTB & Ad networks
- Products and Formats

7. Session 7 (Lecture + Exercise) - Snapchat & Twitter

- Advertising with Snapchat & Twitter
- Products and Formats

8. Session 8 (Lecture + Exercise) - Apps & Mailing

- Apps Advertising Landscape , Push Notifications and Mailing
- Products and Formats

9. Session 9 - Final Cases

- Exposition of practical cases

Methodology

9 sessions of 3 hours each
The classes will be split into 3 parts:
1. News discussion - interaction and proactivity evaluated by the professor
2. Master class (intro of the theme of the day + guest speakers)
3. Exercises on platforms and practical case studies
4. Final project Presentation (Last Class)

Assessment criteria

Your final grade will be based on:
- Attendance and participation in the course (25%)
- Exercises and Practical cases 50%
- Final Group Project 25%
- Extra 10% for the students who get the official certification from Google Adwords (5%) and Facebook Ads (5%).

Class attendance is mandatory. If the attendance rate is lower than 80% the student will automatically fail the course.

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.

The use of the laptop will be required.

Timetable and sections

Group Teacher Department
Arantxa Beltran del Toro Marketing

Timetable

From 2019/4/24 to 2019/6/26:
Each Wednesday from 8:45 to 11:45. (Except: 2019/5/1)