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MARKETING AND DIGITAL ADVERTISING I |
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This module lays the foundations of marketing at a strategic and tactical level, and explores the evolution to digital marketing, as well as introducing the various digital communication policies and their associated tools. SEO (search engine positioning) is also covered, as we analyse the foundations of the discipline and the various strategies associated with it. |
| Strategic Levels and Blended Marketing |
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The Digital Marketing Plan |
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The Market and the Digital Consumer |
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Legal Aspects of Digital Marketing |
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Search Engine Optimization I |
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WEB DESIGN AND OPTIMISATION |
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It offers the keys for the student to be able to create a website and take into account all the processes focused on design and adaptation. Optimisation and measurement tools such as web analytics are used and digital marketing actions will be carried out that will help to improve sales and increase ROI. |
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Basic Technological Concepts |
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Site Creation |
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User experience |
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Web Analytics |
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Web Optimisation |
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Mobile Design and Optimisation (APP) |
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MARKETING AND DIGITAL ADVERTISING II |
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Focused on three main blocks: mobile applications analysing the optimisation process, formats and campaigns; digital advertising, exploring further in-depth the planning of campaigns and audiences; and finally a 360-degree vision integrating all channels. |
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Mobile Strategies |
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Introduction to digital advertising |
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Campaign planning and Media Plan |
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E-mail Marketing |
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Audiences 2.0 |
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Campaign tracking |
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Web analytics 360. Campaign analytics |
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MARKETING AND SOCIAL NETWORKS |
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This module introduces students to the concepts and knowledge involved in building a strategic vision in Social Media. How to design a marketing strategy using social networks as the basic medium of relationships between customers, users, employees and brands. |
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Social Media Strategy for Companies: The Social Media Plan |
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The Role of Influencers in Social Media |
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Twitter: Professional Use and New Advertising Formats |
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Facebook: Professional Use and New Advertising Formats |
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Instagram and Pinterest: the Power of Images |
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Branded Content. Building Content in Social Media |
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Online Reputation: Action Protocols |
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Social Media Strategy for Linkedin |
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FINAL PROJECT: DIGITAL MARKETING PLAN |
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Master's Thesis where the student learns to analyze, define and plan a DIGITAL MARKETING PLAN as a strategic and operational document. It includes the application of the multiple areas of knowledge developed during the course in a specific business. |