Degree in Business Intelligence and Data Analytics

Lead the transformation of companies through the use and analysis of data.

Digital marketing strategies

Social Media is everywhere. We have entered an era in which companies have the obligation to be present online through these new communication platforms. The problem comes when these same companies don't know how they can leverage their presence in these networks and they employ an intern to "post something on Facebook everyday". There is a need to specialize in this Marketing area. Instagram, TikTok, Twitter, YouTube, all of them need to be treated differently, we need to understand each of their contexts to post powerful content within them. The aim of this course is to provide a solid knowledge on each of these networks, and most importantly, how to implement consistent Social Media Ad campaigns to acquire new clients for companies, basing it on a real e-commerce case that students will be developing from day 1. The syllabus for the course covers the following main topics: 1. E-Commerce 2. Inbound Marketing and Organic Social Media 3. Client Acquisition Campaigns (Facebook, Instagram, Twitter Ads) 4. Email Marketing & Landing Pages 5. Analytics & Metrics
Type Subject
Tercer - Obligatoria


Previous Knowledge

To develop the necessary skills to create an E-Commerce platform from 0, and how to acquire customers through Social Media.
To know the most relevant, Social Media content composition practices and how to adapt them to network context.
To acquire a general Ad platform management and learn the principles of a digital campaign structure.
To increase the ability and skills necessary to use Social Media and its terminologies correctly to work collaboratively and find solutions to arising challenges.
To work hands-on on Social Media tools that are beginning to be common practices in companies and demand a high degree of analysis and insight development.
To be able to develop a Social Media Channel Plan that fits the objective of a real-life product and can implement it using digital platforms that demand a daily attention to their changing methodologies


Introduction to Social Media Marketing & Project Organic Social Media (Facebook & Instagram) Organic Social Media (Twitter & TikTok) Ads Facebook & Instagram
Ads Twitter & LinkedIn
Landing Pages
Email Marketing
eCommerce Introduction
Presentation: Blog & Social Media
Personal Branding (LinkedIn)
Personal "Selling" (YouTube)
Tracking (Pixels & Codes)
Social Media Apps
Wrap-up on Social Media and SMCP
Final Presentation Workshop
Presentation: eCommerce Store


Classes will be a mixture between theoretical concepts and case studies for students to learn general terms on E-Commerce & Social Media, combined with hands-on and workshop-based sessions. Students and professor will perform collaborative exercises to further experiment with presented concepts, and work in groups on project development.
The aim of the course is to develop the student's understanding of Social Media as much more than a mean to share great experiences online. They will learn the importance of these platforms for businesses and how they can be a key part to leveraging their online E-Commerce presence. During the course they will learn step-by-step how to develop a proper Social Media Channel Plan that will then be the core element of their final group project presentation.


20% Individual activities, participation on online community, and attendance
20% The Social Media Essay
30% Mid-Term Group Presentation
30% Final Group Presentation
A requirement to pass this course is to obtain a minimum mark of 5 over 10 in the group project.

Evaluation Criteria
Basic Bibliography

No textbook is required. All the relevant information will be provided during the sessions and through the online platforms available.

Additional Material

- Jab, Jab, Jab, Right Hook - Gary Vaynerchuk
- #ASKGARYVEE (One entrepreneur's take on leadership, social media & self-awareness) - Gary Vaynerchuk
- The Social Media MBA - Christer Holloman
- Socialnomics - Erik Qualman
- Likeable Social Media - Dave Kerpen
- The Art of Social Media (Power Tips for Power Users) - Guy Kawasaki