Session 1
Prof. Irene Bellido
irene.bellido@salle.url.edu
Introduction to Digital Marketing
60% Theory + 40% Practice

Pre-assignments:
Viewings and readings. Identified in the document ?Pre-assignments S1? contained
in eStudy.
Session content:
Theory section:
o Key concepts of online marketing.
o Keys to digital communication.
o Design and creation of a digital marketing plan.
o Impact of online marketing on the marketing plan of an offline company.
ractical block:

o Group work: Digital Marketing Plan.
Follow-up tasks:
Viewings and readings. Identified in the document ?Follow-up tasks S1

Session 2
Prof. José Comerma
jose.comerma@salle.url.edu
The Web and E-commerce
60% Theory + 40% Practice

Previous assignments:
Viewings and readings. Identified in the document ?Previous assignments S2? contained
in eStudy.
Session content:
Theory section:
The web:
Objectives of the web.
Basic concepts.
Design and usability.
o Platforms.
o Introduction to E-commerce.
o Customer loyalty and retention strategies.
o The online store: Key elements.
o E-commerce platforms.
o Internet payment methods.
o Security in electronic commerce.
o Operations and logistics of my online store.
contained in eStudy.

Practical block:
o Group work: Digital Marketing Plan
Follow-up tasks:
Viewings and readings. Identified in the document ?Follow-up tasks S2? contained in eStudy

Session 3
Prof. José Comerma
jose.comerma@salle.url.edu
Search Engine Optimisation (SEO)
60% Theory + 40% Practice

Previous assignments:
Viewings and readings. Identified in the document ?Previous assignments S3? contained
in eStudy.
Session content:
Theory block:
o Definition of SEO.
o Introduction to search engines.
o Information architecture.
o Keywords.
o Google's algorithm.
o The importance of content.
o What is link building and what is it for?
o SEO tools.
Practical section:
o Group work: Digital Marketing Plan.
Follow-up tasks:
Viewing and reading. Identified in the document .Follow-up tasks S3 contained in eStudy.

Session 4
Prof. Irene Bellido
irene.bellido@salle.url.edu
Digital Advertising
60% Theory + 40% Practice
Previous assignments:
Viewings and readings. Identified in the document .Previous assignments S4? contained
in eStudy.
Session content:
Theory section:
o Introduction to Digital Advertising
o Campaign planning and Media Plan
o Audiences
o Campaign monitoring
Practical section:
o Group work: Digital Marketing Plan.
Post-session tasks:
Viewings and readings. Identified in the document ?Post-session tasks S4?
contained in eStudy.
Digital Marketing Plan: submit up to the Digital Advertising section (deposit in eStudy) before session 5.

Session 5
Prof. José Comerma
jose.comerma@salle.url.edu
Search Engine Marketing (SEM)
60% Theory + 40% Practice
Previous assignments:
Viewings and readings. Identified in the document ?Previous assignments S5? contained in eStudy.

Session content:
Theory section:
o Definition of SEM.
o Google Adwords.
o Basic concepts of Google Adwords.
o Objectives.
o Campaign generation.
o Integration with Analytics.
o The future of Search.
Practical section:
Group work: Digital Marketing Plan.
Post-session tasks:
There are no post-session tasks for this session.

ession 6
Lecturer
Prof. Irene Bellido
irene.bellido@salle.url.edu
60% Theory + 40% Practice
Pre-assignments:
Viewings and readings. Identified in the document ?Pre-assignments S6? contained
in eStudy.
Session content:
Theory section:
o What is email marketing?
o Advantages and characteristics.
o Main KPIs for email marketing.
o Campaign optimisation.
o Capturing registrations.
o Segmentation.
o Defining a contact plan.
o Template structure and content.
o Tools.

Session 7
Prof. Irene Bellido
irene.bellido@salle.url.edu
Social Media
60% Theory + 40% Practice
Previous assignments:
Viewings and readings. Identified in the document ?Previous assignments S7? contained
in eStudy.
Session content:
Theory section:
o Social Media Strategy (SMS)
Introduction.
What is SMS?
Main social networks for leisure and professional use.
Social media: Blogs.
Online reputation management.
o Social Media Optimisation (SMO)
What is SMO?
Advertising and optimisation on social networks: Facebook, Twitter, Instagram
and YouTube.
? Measuring results: Social Media Analytics.
Practical section:

Session 8
Prof. José Comerma
jose.comerma@salle.url.edu
Web Analytics
60% Theory + 40% Practice
Previous assignments:
Viewings and readings. Identified in the document ?Previous assignments S contained in eStudy.
Session content:
Theory section:
o Introduction to Web Analytics
o Google Analytics
o Campaign tagging
o Dashboard Control panel
o Social Media Analytics
Practical section:
o Group work: Digital Marketing Plan.
Follow-up assignments:
Viewings and readings. Identified in the document ?Follow-up assignments S9 contained in eStudy

Session 9
Prof. Irene Bellido
irene.bellido@salle.url.edu
PMD assessment and review session
100% Practical

Previous tasks:
Viewings and readings. Identified in the document ?Previous tasks S8? contained
in eStudy.
Session content:
Practical block:
Part 1:
o Final exam for the course.
Part 2:
o Digital Marketing Plan review
o Example of MSc thesis presentation from previous groups
o Guidance on MSc thesis presentation
Post-session tasks:
Not applicable.

Session 10
Prof. Irene Bellido and José Comerma
irene.bellido@salle.url.edu and jose.comerma@salle.url.edu
Presentation of Digital Marketing Plan
100% Practical
Previous tasks:
Preparation of group work: Digital Marketing Plan (to be submitted to eStudy).
Session content:
o Presentation of group work: Digital Marketing Plan.
Follow-up tasks:
Not applicable