Checking date: 17/04/2018

Course: 2018/2019

Digital Marketing
Study: Bachelor in Business Administration (204)

Coordinating teacher: ESTEBAN BRAVO, MERCEDES

Department assigned to the subject: Department of Business Administration

Type: Electives
ECTS Credits: 6.0 ECTS


Competences and skills that will be acquired and learning results. Further information on this link
Learning Objectives Knowledge: Learn the main tools to analyze the competitive situation of the company in the marketing environment in an online context Understand the main concepts needed to design a marketing strategy in the company in an online context Learn the main tools to design a marketing strategy in the company in an online context Apply knowledge to all type of company and market Evaluate compliance with the main objectives of the marketing function Learn the main components of a marketing plan Abilities Ability to design analyze the competitive marketing situation of a company Ability to make a diagnosis of the strategic position of the company in the market Ability to perform the analysis autonomously, but working as a team Leadership of the marketing strategy design process Ability to work as a team Attitudes Acquiring an ethical behavior in the marketing direction Ability to defend their points of view. Adopt a positive attitude to solve unfavorable marketing situations Acquiring an ethical behavior in the development of market research following the code of ethics of ESOMAR
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, gamification, big data. E-commerce. Marketing plan and the digital context.
Learning activities and methodology
Every week students will two classes, one and a half theory lecture to provide knowledge skills, and one and a half practice class where students can acquire additional skills and attitudes through projects, exercises and case discussions, both individually and in groups. The students will have teaching materials prepared specifically for the subject that can be complemented with the bibliography.
Assessment System
  • % end-of-term-examination 50
  • % of continuous assessment (assigments, laboratory, practicals...) 50
Basic Bibliography
  • Ryan, Damian. Understanding Digital Marketing: marketing strategies for engaging the digital generation. Kogan Page. 2014
  • Kingsnorth, Simon. Digital marketing strategy: an integrated approach to online marketing. Kogan Page. 2016

The course syllabus and the academic weekly planning may change due academic events or other reasons.