Master of Science in Data Science La Salle Campus Barcelona URL

Master of Science in Data Science

Become an expert in analysing, structuring, filtering, visualizing and valuing the production of generated data

Digital Business

Back to Syllabus

Description
As a result of the generalization of Information and Communication Technologies (ICTs), both traditional and newly created companies are being forced to change their modus operandi to embrace a "new" digital aspect. Organizations must develop unconventional strategies and incorporate a new mix of channels into their usual practices. They need to work on a new type of communication, learn to use new digital tools and incorporate technology-based logic. To go digital, they must understand how their corporate objectives are transferred to the online environment and how all the tools at their disposal can work to achieve them. Digital marketing logic then comes into play: positioning, notoriety, recruitment, conversion, loyalty... Each discipline plays its part, and data analysis is key to being able to optimize and improve the business; whatever the nature and orientation of the business (B2B or B2C).
Type Subject
Optativa
Semester
Second
Credits
5.00
Previous Knowledge
Objectives

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.

Contents

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.

Methodology

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.

Evaluation

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.

Evaluation Criteria

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

Basic Bibliography

The bibliography will be detailed throughout the course. Some references:

• Class notes
• Recommended reading links
• Recommended reading books for deepening knowledge

Additional Material

All class material (presentations, exercises, articles, documents, etc.) will be shared in the subject folder of the La Salle Intranet: eStudy.