Digital Marketing (2235.YR.002566.1)

General information

Type:	OBL	Curs:	1	Period:	S semester
ECTS Credits:	4 ECTS

Teaching Staff:

Group	Teacher	Department	Language
Year 1	David Lopez Lopez	Marketing	ENG

A Google account and a Facebook account to access the advertising platforms and tools.

Understanding of basic marketing and communications principles.

The workload of this 4ECTS course is distributed among:
- Lectures and discussions in class
- Readings
- Individual quizzes
- Google Analytics Certification course
- Group exercise about a company:
- - Public presentation to the class
- - Deliverable

Understand how digital influences the consumer and the opportunities for companies and marketing departments, with a special focus on digital media strategies for sales and branding purposes.

This course is designed to provide students with the key principles of digital media marketing and arm them with the necessary skills to develop an effective planning of digital marketing activities 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 social networks and the role of social media in digital marketing.
- Develop the capability to classify the resources and the knowledge needed to define a digital marketing roadmap for any kind of brand, as well as to identify digital media strategies of competitors and reference companies.

1. Digital Transformation & Marketing (course intro)

2. Search Engine Marketing and Generative #AI

3. Social Media Marketing & Influencers Marketing I

4. Social Media Marketing & Influencers Marketing II

5. Email Marketing, Automation & CRM

6. Programmatic Advertising

7. Mobile and Geo-Marketing

8. Digital Analytics

9. Case presentations by the participants

- Master classes presenting concepts supported by real life examples
- Group presentations to learn a process
- Group presentations to teach interesting cases to the rest of the class
- Class discussions around topics presented
- Homework to learn about specific topics including the Google Analytics Certification

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

For Strategic Marketing concepts the following book is recommended:

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

Group	Teacher	Department
Year 1	David Lopez Lopez	Marketing