Digital Advertising (2235.YR.002540.1)
General information
Type: |
OPT |
Curs: |
3,4 |
Period: |
S semester |
ECTS Credits: |
4 ECTS |
Teaching Staff:
| Group |
Teacher |
Department |
Language |
| Year 3 |
Joando Reverter Guillot |
Marketing |
ENG |
| Group |
Teacher |
Department |
Language |
| Year 4 |
Joando 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: 12h
- Guided practical application: 12h
- Class presentations and discussions: 6h
- Individual self learning at home: 4h
- Google Search Certification: 4h
- Facebook Course: 2h
- Group homework: 20h
COURSE CONTRIBUTION TO PROGRAM
Learn to implement digital advertising campaigns with the top platforms: Google Search Ads and Meta Advertising.
Develop presentation and teamwork skills.
Become Google Search Ads 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 Search Ads and Meta 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 |
2. Marketing Strategy & the Customer |
3. Digital Advertising Framework |
4. Search Engine Marketing (SEM) |
5. Digital Advertising Strategy (case application) |
6. Digital Advertising Strategy Presentation |
7. Search Advertising & Google Search Ads |
8. Social Advertising & Meta Ads |
9. Implementation (Follow up) |
10. Implementation Presentation |
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 Search Advertising Certificate |
10 |
| Digital Advertising Strategy & Presentation |
20 |
| Meta Advertising Course Quiz |
10 |
| Implementation Presentation (Google Search & Facebook Adv.) |
20 |
| Participation in class & Attitude* |
20 |
| Peer Evaluation |
20 |
Assessment criteria
Individual 60% (includes Peer Evaluation)
Group 40%
* IMPORTANT ABOUT PARTICIPATION & ATTITUDE:
Every missing class without justification will decrease the final participation grade
The participation grade includes attitudinal elements
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 |
| Year 3 |
Joando Reverter Guillot |
Marketing |
Timetable Year 3
From 2023/9/7 to 2023/10/5:
Each Thursday from 14:45 to 17:15. (Except: 2023/9/28)
From 2023/11/2 to 2023/12/7:
Each Thursday from 14:45 to 17:15.
| Group |
Teacher |
Department |
| Year 4 |
Joando Reverter Guillot |
Marketing |
Timetable Year 4
From 2023/9/7 to 2023/10/5:
Each Thursday from 14:45 to 17:15. (Except: 2023/9/28)
From 2023/11/2 to 2023/12/7:
Each Thursday from 14:45 to 17:15.
