Checking date: 29/04/2022

Course: 2022/2023

Digital Marketing
Study: Bachelor in Management of Information and Digital Contents (340)

Coordinating teacher: ESTEBAN BRAVO, MERCEDES

Department assigned to the subject: Department of Business Administration

Type: Compulsory
ECTS Credits: 6.0 ECTS


Requirements (Subjects that are assumed to be known)
Skills and learning outcomes
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
  • % 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
Recursos electrónicosElectronic Resources *
Additional Bibliography
  • Dawn McGruer. Dynamic Digital Marketing: Master the World of Online and Social Media Marketing to Grow Your Business. wiley. 2019
Recursos electrónicosElectronic Resources *
(*) 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.