Marketing

K1: Know the principles and values of democracy and sustainable development, in particular, respect for human rights and fundamental rights, gender equality and non-discrimination, the principles of universal accessibility and climate change. K2: Know basic humanistic contents, oral and written expression, following ethical principles and completing a multidisciplinary training profile. K3: Identify and analyze research methodologies and sources to develop academic work in the field of digital information management K4: Understand and apply the fundamental theories, instruments and techniques to manage information in digital media, covering its organization, control, communication and preservation K5: Know the fundamental theories, instruments and techniques for managing information in digital media, covering its organization, control, communication and preservation K6: Know models of information retrieval and visualization using database systems and visual representation methods. K7: Understand the fundamentals of statistics and quantitative analysis to interpret data, as well as the appropriate techniques for their collection and processing, understanding different structures, social contexts and user needs. K8: Know the fundamentals of digital marketing and the management of presence on social media in order to build loyalty to user communities around digital products. K9: Know the principles of user-centered design for digital products, including the use of usability techniques and planning of interactive publications, ensuring an accessible and effective experience for users. S1: Plan and organize teamwork by making correct decisions based on available information and gathering data in digital environments. S2: Use the information by interpreting relevant data, avoiding plagiarism, and in accordance with the academic and professional conventions of the area of study, being able to evaluate the reliability and quality of said information. S3: Apply digital information management principles in different organizational environments, ensuring effective communication of processes and results to stakeholders. S6: Be able to collect, process, cleanse and aggregate data by understanding the needs of users and organizations and how they need them. S7: Experiment with data visualization tools to represent information intuitively, properly presenting the results to different types of audiences. S8: Develop skills in the creation of digital content and multimedia editing by applying usability principles. S9: Execute digital marketing strategies and analysis of results for the promotion and optimization of products online S11: Operate on social networks and manage user communities, ensuring audience growth and loyalty. S12: Be able to advise on the definition of strategy and project management regarding tracking, indexing, content structuring, link building, etc C1: Know and be able to manage interpersonal skills on initiative, responsibility, conflict resolution, negotiation, among others, which are required in the professional field. C2: Be able to apply knowledge in a professional way in solving specific digital information management problems using the tools and techniques learned in the academic field C3: Demonstrate ability in the development and execution of digital content projects autonomously working in multidisciplinary teams. C4: Capacity for continuous autonomous learning that facilitates adaptation to new situations and the updating of knowledge in the field of digital information.

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.