At the end of this course, the student will be able to: Understand the landscape of digital marketing channels and their particularities. Design and develop integrated digital marketing strategies, considering multichannel and omnichannel approaches. Apply knowledge of SEO, SEM, search engine marketing, display advertising, mobile marketing and social media marketing. Use data analysis tools to interpret user behaviour, segment audiences and personalise campaigns. Understand the fundamentals of predictive analytics and machine learning applied to digital marketing. Implement and manage digital campaigns, selecting the appropriate tools and platforms. Define and monitor key performance metrics (KPIs) to evaluate the effectiveness of digital strategies and calculate ROI. Conduct audits of digital strategies and identify areas for optimisation. Consider privacy, data protection and sustainability issues in the design and implementation of digital strategies.

Theory - Digital marketing channels. - Integration strategies: multichannel and omnichannel marketing. - Search, display, mobile devices and social media. - Analysis and interpretation. Segmentation and personalisation. - Predictive analytics and machine learning. - Strategy implementation - Machine learning and AI techniques. - Performance metrics (KPIs). - Integrated tools and platforms. - Evaluation, optimisation and ROI. - Privacy and sustainability. Practice - Review of positioning concepts: SEO, SEM. - Audience analysis, micro-segmentation. - The customer journey concept. - Integration of digital advertising. - Evaluation of customer management platforms for digital marketing. - Audits, metrics and impact/benefit analysis. - Marketing and sustainability reports.

- Theoretical and practical classes. - Partial and final exams. - Individual student work. - Group work.