Checking date: 30/05/2021


Course: 2021/2022

Digital Marketing
(18900)
Study: Master in Marketing (269)
EPE


Coordinating teacher: BARROSO LUDEÑA, ALICIA

Department assigned to the subject: Department of Business Administration

Type: Electives
ECTS Credits: 3.0 ECTS

Course:
Semester:




Requirements (Subjects that are assumed to be known)
Not required.
Objectives
Skills to be acquired General skills *CG1: Solid theoretical knowledge of Marketing and Market Research. *CG8: Ability to solve real problems. Specific skills: *CE11: Analysis, evaluation and decision making on communication (to know advertising tools and its legal framework, campaign management, online communication management, public relations and corporate communication management, management of sales promotions, control and measuring response of market, and choice budget of communication) LEARNING OUTCOMES The student distinguishes between the latest trends in digital marketing The student applies these techniques to improve the operational strategies of the company.
Skills and learning outcomes
Description of contents: programme
Introduction to digital marketing New trends in digital marketing Market research online Digital Advertising Digital Promotion Strategies SEO/SEM Bid Management Affiliate Marketing Marketing in Social Networks and Virtual Communities
Learning activities and methodology
TRAINING ACTIVITIES OF THE SUBJECT AF3 Theoretical practical classes AF6 Group work AF7 Individual student work Activity code / No. of total hours / No. of face-to-face hours /% face-to-face AF3 105 105 100 AF6 145 0 0 AF7 125 0 0 TOTAL SUBJECT 375 105 TEACHING METHODOLOGIES MD1 Lectures in the teacher's class supported by computer and audiovisual media, in which the main concepts of the subject are developed and the bibliography is provided to complement the students' learning. MD2 Critical reading of texts recommended by the professor of the subject: Sentences and resolutions, press articles, reports, manuals and / or academic articles, either for later discussion in class, or to expand and consolidate the knowledge of the subject. MD3 Resolution of practical cases, problems, etc.¿ raised by the teacher individually or in groups MD4 Presentation and discussion in class, under the moderation of the teacher, of topics related to the content of the subject, as well as practical cases MD5 Preparation of works and reports individually or in groups
Assessment System
  • % end-of-term-examination 40
  • % of continuous assessment (assigments, laboratory, practicals...) 60
Calendar of Continuous assessment
Basic Bibliography
  • Chaffey, D., & Chadwick, F.E.. Digital Marketing. (6 th edition). . Harlow, UK: Pearson. . 2018
  • Charlesworth, A. . Digital marketing. A practical approach (2nd edition). . Abingdon, UK: Routledtge.. 2014
  • Damian Ryan . Understanding Digital Marketing, 3rd Edition. Kogan Page . 2014
  • Simon Kingsnorth . Digital Marketing Strategy . Kogan Page . 2016

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