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Course: 2022/2023

Digital Marketing

(17454)

Bachelor in Management of Information and Digital Contents (Plan: 376 - Estudio: 340)

Coordinating teacher: ESTEBAN BRAVO, MERCEDES

Department assigned to the subject: Business Administration Department

Type: Compulsory

ECTS Credits: 6.0 ECTS

Course: 2º

Semester: 2º

Requirements (Subjects that are assumed to be known)

Marketing

Skills and learning outcomes

Link to document

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. E-commerce. Marketing plan and the digital context.

Assessment System

SE1. FINAL EXAM. In which the knowledge and  the skills a acquired throughout the course will be the global grading.
SE2. CONTINUOUS ASSESSMENT. In it, the works, presentations, performance in debates, class presentations, exercises, practices and homework  throughout the course will be evaluated

 To pass this subject in the first call, you need to obtain a minimum grade of 5 points (out of 10) in the final exam. In the event of failing the subject, the student can retake the exam in the second call (in Spring).

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

Calendar of Continuous assessment

Basic Bibliography

Dave Chaffey, Fiona Ellis-Chadwick·. Digital Marketing, 7/E . Pearson. 2019
Dave Chaffey, Fiona Ellis-Chadwick·. Digital Marketing, 7/E ·. Pearson. ·2019
Simon Kingsnorth. Digital Marketing Strategy: An integrated approach to online marketing 2 ed. Kogan Pago. 2019

Electronic Resources *

AMA · AMA Books and Resources : https://ama.tradepub.com/category/marketing-channel-management/1125/

Additional Bibliography

Dawn McGruer. Dynamic Digital Marketing: Master the World of Online and Social Media Marketing to Grow Your Business. wiley. 2019

Electronic Resources *

multiple · AMA books resources : https://ama.tradepub.com/category/marketing/1211/

(*) Access to some electronic resources may be restricted to members of the university community and require validation through Campus Global. If you try to connect from outside of the University you will need to set up a VPN

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