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Course: 2019/2020

Paid Digital Media

(17832)

Master in Marketing (Plan: 279 - Estudio: 269)

EPE

Coordinating teacher: ESTEBAN BRAVO, MERCEDES

Department assigned to the subject: Business Administration Department

Type: Electives

ECTS Credits: 3.0 ECTS

Course: 1º

Semester: 1º

Description of contents: programme

1. Search Engine Marketing (SEM) Overview (such as Google Adwords, BingAds, Yandex, Baidu) a. Pay-per-click definition; important Terms (Quality Score, Conversion Rate etc.) b. Ad writing Techniques (compelling ads that increase click-through-rate's (CTR) lower costs; Relevance & Quality score; improve conversion rates, targeted ads & relevant landing pages) c. Effective Landing Pages (Importance of UI/UX design, and Call-to-action) d. PPC campaigns; Bid Management Plan and Performance Tracking 2. Display (Imagen and video) 3. Social Ads 4. Affiliation 5. Reporting & Analysis (Integrate PPC account with Google Analytics; understanding reports and define the future plan of action)

Assessment System

Your final grade will be assigned based on:
Participation in-class, discussion, assignments, quizzes and cases studies: 60% 
Final exam: 40%.
In order to pass the subject, students need to meet the minimum passing score of 4 points (out of a possible 
10) in the final exam. Students that do not meet the minimum passing grade should retake the subject. If the  resit is taken, the above grade criteria also apply.

% end-of-term-examination 40
% of continuous assessment (assigments, laboratory, practicals...) 60

Basic Bibliography

Nick Burcher. Paid, Owned, Earned Maximising Marketing Returns in a Socially Connected World. Kogan Page. 2012
Savage, T. M. and Vogel, K. E. . Introduction to Digital Media. Jones and Bartlett Publishers. 2009

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