Digital Marketing: Frameworks and tools to audit companies and competitors (2235.YR.015208.1)

General information

Type:	OPT	Curs:	1	Period:	S semester
ECTS Credits:	5 ECTS

Teaching Staff:

Group	Teacher	Department	Language
Year 1	Joando Reverter Guillot	Marketing	ENG

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

NOTE: The contents of this course are similar to the ESADE MSc MiMM Digital Marketing course.

Understanding of basic marketing and communications principles.

The workload of this 5ECTS course is distributed among:
- Lectures and discussions in class
- Readings and homework
- Google Search Ads Certification course
- Meta Ads quiz
- Group exercise about a company:
- - Public presentation to the class
- - Final deliverable

- Understand how digital influences the consumer and the opportunities for companies and marketing departments, with a special focus on auditing and benchmarking digital media strategies.

- Become Google Search Ads Certified.

- Develop presentation and teamwork skills.

This hands-on course is designed to provide students with the key principles of digital media marketing and arm them with the necessary skills to evaluate and audit digital marketing activities.

Learning objectives:
- Understand the importance of strategic marketing when implementing digital media activities.
- Learn about the main digital media platforms and tools 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 audit digital media strategies.
- Become familiar with self-learning and the use of official resources to stay up to date.
- Develop the capability to work in teams and present in public to enrich the learning experience.

1. Digital Transformation & Digital Marketing (course intro)

2. Customer and the role of keywords & Search Engines + Intermediation portals

3. SEM: SEO & SEA

4. Social Media Marketing I

5. Social Media Marketing II

6. Digital Advertising Framework

7. Email Marketing / Automation / CRM

8. Digital Media Marketing

9. Group presentations

- Master classes presenting concepts supported by real life examples
- Introduction to tools and in-class demos
- Class discussions around topics presented
- Homework to learn about specific topics including the Google Search Ads & Meta Ads
- Group presentations to learn a process and teach interesting cases to the rest of the class

ASSESSMENT BREAKDOWN

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	Joando Reverter Guillot	Marketing