The goals will focus on:
Acquisition of knowledge in the field of digital marketing and electronic commerce.
Have tools and conceptual knowledge for its application in any organization.
Use technology, metrics, digital marketing, and e-commerce as a competitive advantage.
SYLLABUS
1. Introduction to Digital Marketing: Context and Strategy
1.1 Introduction
1.2 Customer Decision Journey
1.3 Buyer person
1.4 Reasons to develop a digital marketing plan
2. Finders
2.1 Introduction
2.2 Habits
2.3 Development of SEO strategy
3. Digital advertising
3.1 Display
3.2 Search
3.3 Emailing
3.4 Affiliates
3.5 Remarketing
3.6 Social ads
4. Email Marketing
4.1 Introduction to email marketing metrics
4.2 Recording online/offline
4.3 Segmentation
4.4 Structure and content
5. Social Networks
5.1 Definition of operational objectives
5.2 Choice of channels
5.3 Content, style, and tone of communication
5.4 Publication plan
6. Web analytics
6.1 Web Analytics and KPIs
6.2 Monitoring and optimization of digital actions
6.3 Dashboard
Note: Topics can be adjusted and/or modified at the discretion of the master's coordination.
The methodology used combines master classes, student participation, exercises, and practices. For the student, this will involve both individual and group works, as well as conceptual exercises, written exercises, and oral presentations.
Continuous assessment
This subject will be evaluated continuously based on the exercises proposed in each session. Attendance and participation in classes will be taken into account as points for improvement.
Continuous assessment
This subject will be evaluated continuously based on the exercises proposed in each session. Attendance and participation in classes will be taken into account as points for improvement.
Extraordinary call
The exam and/or works of extraordinary call will be determined from the coordination of the subject.
Copies regulations
The subject is governed by the general regulations of copies of La Salle Campus BCN:
https://www.salleurl.edu/en/copies-regulation
The training activities will be considered to have the following category:
Exercises: moderately significant
Project: highly significant
Final Evaluation: highly significant
The bibliography will be detailed throughout the course. Some references:
Class notes
Recommended reading links
Recommended reading books for deepening knowledge
All class material (presentations, exercises, articles, documents, etc.) will be shared in the subject folder of the La Salle Intranet: eStudy.