Checking date: 19/04/2022


Course: 2022/2023

Digital marketing
(17632)
Study: Bachelor in Management and Technology (351)


Coordinating teacher: ESTEBAN BRAVO, MERCEDES

Department assigned to the subject: Department of Business Administration

Type: Compulsory
ECTS Credits: 6.0 ECTS

Course:
Semester:




Requirements (Subjects that are assumed to be known)
Marketing
Skills and learning outcomes
Description of contents: programme
Introduction to digital marketing. Integrated strategic of offline and online strategies, and global operational planning. Market research in online context, measurement, and analytics Consumer behavior in online context SEO (Search Engine Optimization). Communication in social networks, Content Marketing SEM (Search Engine Marketing) Other techniques: Display advertising, affiliate marketing, email, remarketing. E-commerce. Marketing plan and the digital context.
Learning activities and methodology
AF1. THEORETICAL-PRACTICAL CLASSES. Students acquire fundamental knowledge. They will receive the class notes and will have basic reference texts to facilitate the follow-up of the classes and the development of the subsequent work. Exercises, problem practices will be solved by the student and workshops and evaluation tests will be carried out to acquire the necessary skills. AF2. TUTORING. Individualized assistance (individual tutorials) or in groups (collective tutorials) to students is provided by the teacher. AF3. STUDENT INDIVIDUAL OR GROUP WORK. MD1. THEORY CLASS. Lectures with the support of computer and audiovisual media, in which the main concepts of the subject are developed, and materials and bibliography are provided to complement the students' learning. MD2. PRACTICES. Resolution of practical cases, problems, etc. raised by the teacher individually or in a group. MD3. TUTORING. Individualized assistance (individual tutorials) or in groups (collective tutorials) to students by the teacher. For subjects of 6 credits, 4 hours will be dedicated with 100% attendance.
Assessment System
  • % end-of-term-examination 40
  • % of continuous assessment (assigments, laboratory, practicals...) 60
Calendar of Continuous assessment
Basic Bibliography
  • Jason McDonald Ph.D. . AdWords Workbook: 2020 Edition: Advertising on Google AdWords, YouTube, and the Display Network. Jason McDonald. 2020
  • Kotler. Marketing 4.0. Wiley. 2017
  • Neil T. Bendle, Paul W. Farris, Phillip E. Pfeifer, and David J. Reibstein. Marketing Metrics. PH Professional Business. 2010
  • Simon Kingsnorth. Digital Marketing Strategy: An integrated approach to online marketing 2 ed. Kogan Pago. 2019
Recursos electrónicosElectronic Resources *
Additional Bibliography
  • Dawn McGruer. Dynamic Digital Marketing: Master the World of Online and Social Media Marketing to Grow Your Business. wiley. 2019
Recursos electrónicosElectronic Resources *
(*) Access to some electronic resources may be restricted to members of the university community and require validation through Campus Global. If you try to connect from outside of the University you will need to set up a VPN


The course syllabus may change due academic events or other reasons.