Checking date: 21/07/2020

Course: 2020/2021

Digital marketing
Study: Bachelor in Management and Technology (351)

Coordinating teacher: LADO COUSTE, NORA RITA

Department assigned to the subject: Department of Business Administration

Type: Compulsory
ECTS Credits: 6.0 ECTS


Students are expected to have completed
Competences and skills that will be acquired and learning results. Further information on this link
CB1. That students have demonstrated to possess and understand knowledge in an area of ¿¿study that starts from the base of general secondary education, and is usually found at a level that, although supported by advanced textbooks, also includes some aspects that imply knowledge coming from the forefront of his field of study CB2. That students know how to apply their knowledge to their work or vocation in a professional way and possess the skills that are usually demonstrated through the elaboration and defense of arguments and the resolution of problems within their area of ¿¿study CB3. That students have the ability to gather and interpret relevant data (usually within their area of ¿¿study) to make judgments that include a reflection on relevant issues of social, scientific or ethical nature CB4. That students can transmit information, ideas, problems and solutions to a specialized and non-specialized public
Description of contents: programme
1. Introduction to digital marketing. Integrated strategic of offline and online strategies, and global operational planning. 2. Market research in online context, measurement and analytics 3. Consumer behavior in online context 4. SEO (Search Engine Optimization), and SEM (Search Engine Marketing) 5. Ad Display, Networks and Exchanges 6. Affiliate marketing, email marketing, remarketing. 7. Marketing plan and the digital context.
Assessment System
  • % end-of-term-examination 20
  • % of continuous assessment (assigments, laboratory, practicals...) 80
Basic Bibliography
  • Jason McDonald Ph.D. . AdWords Workbook: 2020 Edition: Advertising on Google AdWords, YouTube, and the Display Network. Jason McDonald. 2020
  • Kotler. Marketing 4.0. Wiley. 2017
  • Neil T. Bendle, Paul W. Farris, Phillip E. Pfeifer, and David J. Reibstein. Marketing Metrics. PH Professional Business. 2010
  • 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 and the academic weekly planning may change due academic events or other reasons.