Checking date: 08/07/2020

Course: 2020/2021

Digital Marketing
Study: Master in Marketing (269)

Coordinating teacher: BARROSO LUDEÑA, ALICIA

Department assigned to the subject: Department of Business Administration

Type: Electives
ECTS Credits: 3.0 ECTS


Requirements (Subjects that are assumed to be known)
Not required.
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 objectives: ¿ To assess the relevance of digital marketing to an organization and its markets. ¿ To provide practitioners with knowledge about digital marketing technologies and their applications.
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
The subjects will be bimodal 50% (synchronous online teaching in big or aggregate groups, face-to-face teaching in small groups). Classes may involve lectures, small group exercises, case analyses and discussions. The lectures will serve to establish the conceptual foundations. Practical classes are designed so that students can develop skills and abilities required properly established. Student contributions are an important part of the course. Students are expected to read assigned materials for each class; attend class, participate and contribute to discussions.
Assessment System
  • % end-of-term-examination 40
  • % of continuous assessment (assigments, laboratory, practicals...) 60
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 and the academic weekly planning may change due academic events or other reasons.