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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. |
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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 |
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WEB DESIGN AND OPTIMISATION |
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This offers the keys students need in order to create a site bearing in mind the processes focused on design and adaptation. Optimisation and measurement tools such as web analytics are used, and students will explore digital marketing actions to help improve sales and increase ROI. |
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Basic Technological Concepts |
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Site Creation |
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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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Email 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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How to Include Social Media in 360 Campaigns |
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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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Social Media Analytics: Measuring Results. Basic KPIs |
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Trends: The Social TV Phenomenon. Mobile and Social Networks. Social Networks and Geolocation |
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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. |