Checking date: 08/07/2020

Course: 2020/2021

Paid Digital Media
Study: Master in Marketing (269)

Coordinating teacher: ESTEBAN BRAVO, MERCEDES

Department assigned to the subject: Department of Business Administration

Type: Electives
ECTS Credits: 3.0 ECTS


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)
Learning activities and methodology
The subjects will be bimodal 50% (synchronous online teaching in big or aggregate groups, face-to-face teaching in small groups).
Assessment System
  • % 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 and the academic weekly planning may change due academic events or other reasons.