Digital Marketing Performance (2235.YR.002569.1)

General information

Type:	OPT	Curs:	1	Period:	S semester
ECTS Credits:	3 ECTS

Teaching Staff:

Group	Teacher	Department	Language
Year 1	David Lopez Lopez	Marketing	ENG

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

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

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%).
Some classes will include a 10 min discussion around digital marketing news (10%).
The course will also encourage students to get the official certification from Google Adwords and Facebook Ads.

IIn the Digital Performance Marketing course, you will be able to understand and differentiate the use 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, analyse 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.

Some classes will include a discussion about digital business news 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.

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 Ads 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
- Influencers
- Mailing
- Programatic (RTB)
- Ad networks + Apps
- Amazon Advertising

1. Session 1 (Masterclass) - Intro to the Digital marketing landscape - Expectations of the course - Marketing Landscape -Intro to the Digital marketing landscape - Platforms and Main Metrics - Tracking and Remarketing - Pixels & SDK¿s

2. Session 2 (Lecture + Exercise) - YouTube and Google GDN - YouTube channels and Advertising - Google Display Network - GDN - Targeting & Audiences

3. Session 3 (Lecture + Exercise) - Google Ads - Jobs and hiring in the tech industry - Advertising with Google Ads - Google SEM - Products and Formats

4. Session 4 (Lecture + Exercise) - Facebook & Instagram Session 4 (Lecture + Exercise) ¿ Facebook & Instagram - Facebook Ads - Instagram Ads - Products and Formats

5. Session 5 (Lecture + Exercise) - Amazon, RTB, Ad Networks TikTok - Amazon Advertising - Advertising with RTB - Ad networks - Products and Formats - TikTok Business

6. Session 6 (Lecture + Exercise) - Influencers, Twitter and Pinterest - Influencers as a Marketing Strategy - Twitter Ads- Products and Formats - Pinterest Organic vs Paid

7. Session 7 (Lecture + Exercise) - Apps & Mailing - Apps Advertising Landscape, - Push Notifications - Mailing

8. Session 8 (Lecture + Exercise) - Final Projects hand-in & Multiple Choice Test.

The classes will be split into 3 parts:
1. News discussion - interaction and proactivity evaluated by the professor (10% o the available time)
2. Master class (intro of the theme of the class or guest speakers) (50% o the available time)
3. Exercises on platforms and practical case studies (40% o the available time)

Final Exam + Final project Delivery (Only For Last Session)

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.

Group	Teacher	Department
Year 1	David Lopez Lopez	Marketing