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Digital Marketing Strategy (19CBA20003)

General information






S semester

ECTS Credits:


Teaching Staff:

Group Teacher Department Language
David Lopez Lopez Marketing ENG


A Google account and an active account on Twitter

Previous Knowledge

Thorough understanding of basic marketing and communications principles.

Workload distribution

- Lectures and guest speakers 20h
- Case discussions 6h
- Exam 1h
- Class preparation and exercises (personal and group) 48h


Understanding Digital Marketing and how to integrate it into the Global Marketing Strategy.

Course Learning Objectives

This course is designed to provide students with the basic principles of online marketing, and arm them with the necessary skills to develop effective marketing strategies in digital media for their organizations.

Learning objectives:
- Learn about the main digital media resources available and become familiar with the terminology used in the field
- Understand the context of web 2.0 and the role of social media in digital marketing
- Develop the capability to classify the resources and the knowledge needed to define a marketing strategy in digital media for brands


1. Introduction to Digital Marketing Strategy

Course introduction. Understanding the Digital ¿Big Picture¿.

2. Strategies for Attracting Traffic I (SEO, SEM)

Search Engine Optimization and Search Engine Management Strategies.
Deliverable: Excercicie using Keyword Planner Tool: Volume, Trend, and competition. SEM Excercise.

3. Strategies for Attracting Traffic II. (Media Plan, Affiliate Marketing & Remarketing, Programmatic Adv.)

Media Plan. Affiliate marketing and Remarketing. Programmatic Advertising.
Deliverable: Media Plan.

4. Customer Conversion Strategies.

User Experience. Omnichannel. Customer Journey.
Deliverable: Design and Optimize Wireframes.

5. Customer Loyalty Strategies (CRM, eMail Marketing & Marketing Automation, Gammification & Serious Games)

CRM (Customer Relationship Management), eMail Marketing & Marketing Automation. Gammification & Serious games.
Deliverable: Designing an eMail marketing campaign.

6. Hybrid Strategies I. (Social Media)

Social Medida: Communication Plan, Content Plan, Social Advertising.
Deliverable: Social Media Plan ¿lite¿

7. Hybrid Strategies II (Mobile Marketing)

Mobile Marketing.
Deliverable: Understanding App, Webapp & Responsive design.

8. Analytics & Optimization

Performance and Main KPI.
Deliverable: Using Google Analytics Tool

9. Future Trends in Digital Marketing

- Blended Marketing (IoT, Street Marketing, In-Store Marketing,¿).
- Augmented/Virtual Reality

Virtual Reality Devices Showroom.

10. Summary Class + Multiple Choice Test (Exam - 1h)


- Master classes presenting concepts supported by real life examples.
- Guest speakers providing a first person account of their experiences.
- Individual and group exercises to be evaluated by the professor.
- Case studies presented and discussed in class.
- Individual exam to be evaluated by the professor.



Description %
Participation 25
Group exercise 25
Individual exercise / Exam 50

Assessment criteria

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


Chaffey, D., & Smith, P. R. (2017). Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing. Taylor & Francis.

Rowles, D. (2017). Mobile marketing: how mobile technology is revolutionizing marketing, communications and advertising. Kogan Page Publishers.

Ryan, D. (2016). Understanding digital marketing: marketing strategies for engaging the digital generation. Kogan Page Publishers.

Heinze, A., Fletcher, G., & Rashid, T. (Eds.). (2016). Digital and Social Media Marketing: A Results-driven Approach. Taylor & Francis.

Brad Geddes (2nd Revised edition - 2012), Advanced Google Adwords, John Wiley & Sons Inc.

Chaffey, D., Ellis-Chadwick, F., Mayer, R., & Johnston, K. (2009). Internet marketing: strategy, implementation and practice. Pearson Education.

Li, C. and Bernoff, J. (2008), Groundswell: wining in a world transformed by social technologies, Harvard Business Press.

Jean-Jacques Lambin. (2000), Market-Driven Management. Strategic and operational marketing, Macmillan Press LTD.

Seth Godin (1999), Permission Marketing: Turning Strangers Into Friends And Friends Into Customers, Simon & Schuster.

Timetable and sections

Group Teacher Department
David Lopez Lopez Marketing