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Course: 2018/2019

Digital Marketing

(17454)

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

Coordinating teacher: LADO COUSTE, NORA RITA

Department assigned to the subject: Department of Business Administration

Type: Compulsory

ECTS Credits: 6.0 ECTS

Course: 2º

Semester: 2º

Competences and skills that will be acquired and learning results. Further information on this link

Knowledge:
Learn the main tools to analyze the competitive situation of the company in the marketing environment in an offline and online context
Understand the main concepts needed to design a marketing strategy in the company in an offline and online context
Learn the main tools to design a marketing strategy in the company in an offline and online context
Apply knowledge to all types of company and market
Evaluate compliance with the main objectives of the marketing function
Learn the main components of a marketing plan

Abilities
    Ability to design analyze the competitive marketing situation of a company
    Ability to make a diagnosis of the strategic position of the company in the market
    Ability to perform the analysis autonomously, but working as a team
    Leadership of the marketing strategy design process
    Ability to work as a team

Attitudes
   Acquiring an ethical behavior in the marketing direction
   Ability to defend their points of view.
   Adopt a positive attitude to solve unfavorable marketing situations
   Acquiring an ethical behavior in the development of market research following the code of ethics of ESOMAR

Description of contents: programme

1. Introduction to marketing: strategic and operational marketing. Analysis of the marketing environment.
2. Market research in marketing
3. Consumer behavior
4. Segmentation and positioning.
5. The marketing mix: price, product and brand strategy, communication and commercial promotion, and distribution channels management.
6. Marketing in the digital age: integrating offline and online strategies
7. Digital marketing tools: SEM / SEO, display, affiliation, email, remarketing.
8. Content Marketing and Social Networks
9. Marketing plan

Learning activities and methodology

Every week students will two classes, one and a half theory lecture to provide knowledge skills, and one and a half
practice class where students can acquire additional skills and attitudes through projects, exercises and case
discussions, both individually and in groups.
The students will have teaching materials prepared specifically for the subject that can be complemented with the
bibliography.

Assessment System

The final exam accounts for 60% of the grade. 
The remaining 40% counts for the cases, individual and group work and partial exams throughout the course.

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

Basic Bibliography

Damian Ryan. Understanding Digital Marketing . Kogan Page. 2016
Lambin, Jean-Jacques; Chumpitaz, Ruben; Schuiling, Isabelle . Market-driven Management,. Palgrave Macmillan, 2nd edition. 2007

The course syllabus and the academic weekly planning may change due academic events or other reasons.