Titular Professors
In terms of learning outcomes, these are:
Have a clear vision of digital marketing tools and their application.
Know the main metrics of digital marketing.
Get to plan and measure marketing campaigns.
Know how to use other online direct sales channels, as well as promotional or third-party sales channels, such as price comparators, marketplaces, etc.
Learn how to use online public relations and social media to sell more.
Develop the ability to implement theoretical aspects in practice.
Have a methodology to be able to develop a Digital Marketing Plan integrated within the Marketing Plan of an organization
1) Introduction to the subject: Digital Marketing, the Market and the Digital Consumer
From Marketing to Digital Marketing
Digital ecosystem
Impacts of the Digital Revolution
The consumer at the center
Practical session: Briefing Digital Marketing Plan Final Project Assignment (TFA)
2) The Phases of the Digital Marketing Plan
The Digital Marketing Plan
SWOT analysis
Competitor analysis
Tools: SimilarWeb, SEM Rush, Woorank
Product analysis
OKR goals + SMART objectives
Target audience, definition of buyers with JTBD
Tool: Buyer Persona Template
Value Proposition
Case study: Squeasy and Outlet Joyería
3) The Funnel in Digital Marketing
Conceptualization of a Digital Marketing Plan as a single part or within a global Marketing Plan.
The marketing funnel: TOFU, MOFU, BOFU
RACE. Notoriety, Acquisition, Conversion, Loyalty
Paid, earned and viral media
Global view of advertising tools
Case study: Atrápalo (read it and prepare it individually before the session)
4) Introduction to Search Engines
Search Engine Marketing
Introduction to search engines
Target audience search patterns
Search Intent
SEO. Search engine optimization strategies
Zero Result
The semantic web or web 3.0
Case: Suchard (read and prepare individually before the session)
5) SEO (Search Engine Optimization)
SEO strategies
OnPage
OffPage
Contents
Keywords (keywords)
Types: Brand, General, Long tail
Selection of keywords
Tools: Google Keyword Planner
Meta tags
URL
Page title
Meta description
Tools: SEO Moz, SEO Yoast
Images
Selection of images
Labeling
Tools: Web Platform
Linkbuilding
SEO friendly content
Case: Stroong (read and prepare individually before the session)
6) SEM (Search Engine Marketing)
SEO vs SEM
Types of SEM (Search Engine Marketing)
Search
Display
Shopping
Remarketing
Campaigns
Channels
Structure
Ad groups
Ads
Keywords (keywords)
Tools
Google Ads advertising platform
Google Ads Editor
Case: Vackart (read and prepare individually before the session)
7) Emailing
Preparing the database
Lead score
Lead nurturing
The email marketing campaign
Objective
Subject
Content
Call to action (CTA)
Landing page
Tool: Mailchimp
Lists
Segments
Campaigns
A / B test
Case: Cocunat (read it and prepare it individually before the session)
8) Social Media Marketing
Panorama of social networks
Definition of social content
Social algorithms: Facebook, Instagram, Twitter and LinkedIn
Editorial planning
Social content formats
Practical session: planning a social strategy
9) Online business models
Digital business models
Marketplaces
Omnichannel
Business model canvas
Case: Amazon (read and prepare individually before the session)
10) Electronic commerce
Current situation of electronic commerce.
Main actors and business models.
What should I take into account to launch my e-commerce.
The 4 Cs
Case: Imaginarium (read and prepare individually before the session)
11) The Advertising Media Plan
Advertising Formats
CPM, CPC and CPA
Display Advertising
Affiliation
Social Media Paid
Retargetting
E-mail Marketing
Structure of the Media Plan
Phases
Channels
Buyers consumer
Actions
KPIs
Objectives
Investment
Temporary planning
Case: Júlia Perfumerias (read it and prepare it individually before the session)
12) Web Analytics
Introduction
Fundamentals
Environments and actions
Measurement strategies
Tools:
Campaign tracking: UTM URL Builder
Google Analytics
Create an account
Basic configuration of the Google Analytics interface
interpretation of metrics and KPIs
Reports
Practical session: Data analysis of a company in the retail sector
D1. Theoretical classes
Presentation of theoretical concepts by the teacher in order for the student to acquire knowledge. The teacher can provide materials and the student can take notes and / or complete support materials. The student can intervene either to resolve doubts and / or to answer the questions posed by the teacher.
D2. Problem classes and exercises
Problem solving and / or decision making using the knowledge learned. The teacher can invite the student to participate in class in order to assess the acquisition and / or interpretation of the concepts presented.
The final grade of the subject must be higher than 5 to pass, and requires having made all the previous deliverables of the TFA, the final deliverable of the TFA, as well as making the oral presentation of the last session.
In order to be able to evaluate the subject, evaluation systems and weights have been defined with respect to 100% of the final mark of the subject, these are:
E2 Cases and TFA 80 %
E5 Oral presentations 20 %