Digital Marketing (2235.YR.015718.1)

General information

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

Understanding of basic marketing and communications principles.

The workload of this 3 ECTS course is distributed among:
- Lectures and discussions in class
- Readings and homework
- Google Skillshop Certificates
- Social Media Advertising quiz
- Group exercise about a company: Public presentation to the class

- 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.

- Achieve Google Skillshop Certificates.

- 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 search for information

3. SEM: SEO & SEA

4. Social Media Marketing I

5. Social Media Marketing II

6. Digital Advertising Framework

7. Email Marketing, automation and 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