Titular Professors
Professors
By the end of this course, students should be able to have achieved the objectives set up for this course and have developed the competencies listed below. In summary, they will have gained an in-depth understanding of user/client acquisition campaigns using Social Media as their primary tool. They will also understand the differences between platforms and how consumers interact in each one of them. They'll be able to distinguish the use of the networks they will study and differentiate them depending on the purpose for which they have been chosen. At the end of the course students should have acquired the following competencies:
- eCommerce creation capabilities
- Advanced knowledge about current Social Media trends.
- Basic ability to design "professional" posts for each platform.
- Analysis of networks and their differentiated uses.
- Everyday terminology used within Social Media professionals.
- +10 tools to effectively execute a Social Media Ad campaign.
- Self-learning.
- Critical Thinking.
- Development of Information management skills.
- Problem-solving skills.
- Teamwork.
- Intrapersonal knowledge and development.
- Interpersonal skills.
- Cross-cultural skills.
- Creativity.
- Introduction to Online Marketing, Social Media Marketing & eBusiness.
- eBusiness Introduction. eBusiness overview, investigation and benchmark about eBusiness envirtonment to can fix the SWOT analysis.
- Buyer Persona Analysis. Analyze the persona who will be our main user.
- Purchase Funnel. Purchase Funnel introduction and CRO concepts and KPI's overview.
- SERP. Introduction to SERP and SEO/SEM. International SERP.
- SEO. Introduction to SEO, how to define keywords and metatags and content Marketing.
- SEM. Google Ads.
- Mid-Term Presentation Preparation.
- Mid Term Presentation.
- Social Media Ads (I). Facebook and Instagram.
- Social Media Ads (II). Twitter & LinkedIn.
- Budgetting and Activity Plan. Create a clear Activity Plan for the Online Marketing Plan allocating budgets.
- Online Marketing Plan Control. Dashboards, Google Analytics, how to take decisions and tell stories through Data. MarTech Introduction.
- Personal Branding and Personal selling. Introduction to personal branding and fix a personal branding strategy for each student.
- Wrap up Session. Wrap up of all contents acquired during the classes.
The course consists of three hours per week. Classes will be a mixture between theoretical concepts and teamwork time to develop the backbone project. Students and professor(s) 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 online Marketing in Digital Business. They will learn the importance of strategy and data for businesses and how they can be a key part to leveraging their online presence. During the course they will learn step-by-step how to develop a proper Online Marketing Plan.
1) Class Attendance (15% of final grade): Students are permitted 3 absences without penalty (or need for medical or other justification). The 4 th absence results in the loss of 0.5 points, and with the 5th absence the student receives a 0 for attendance.
Note: After 5 absences this is a serious situation and you are in danger of failing the course.
2) Article Presentation (5% of final grade): each student has to present at least 1 article during the course.
3) Backbone Project Continuous Assessment (30% of final grade): It is mandatory deliver all the sprints.
a. If you don't deliver 1 - no impact on the final continuous assessment grade.
b. From the 2 nd NO Delivery - you will have -0.25 points from the continuous assessment for each non delivery Sprint.
There are 2 Graded Sprints. The professor will inform you when a Sprint will be graded or not.
4) Mid Term Backbone Project Presentation (20% of final grade).
5) Backbone Project Final Delivery (25% of final grade):
a. 20% Written Exercise.
b. 20% Presentation.
c. 5% extra-mile effort / originality / accuracy /etc.
6) Your Team Feedback (5% of final grade).
RETAKE POLICY
If a group has not passed the course, the group has until the date that the professor will inform to deliver again the project revised. The project has to be defended during the re take exam time.
If only one or some of group members have not passed the course, they must deliver an individual Online Marketing project following the steps studied during the different sessions.
In both cases, the maximum final possible grade for the subject is 5.
No textbook is required. All the relevant information will be provided during the sessions and through the online platforms available. Students should bring their laptops to all sessions.
Recommended Readings:
- Marketing 4.0: Moving from Traditional to Digital by Philip Kotler (2017).
- El Gran Libro del Community Manager: Técnicas y herramientas para sacarle partido a las redes sociales y triunfar en Social Media. Manuel Moreno Molina.
- Webs Analytics 2.0: The art of online accountability & science of customer centricity (paperback) by Avinash Kaushik (2009).
- Digital Business and e-commerce Management. Strategy, Implementation and Practice by Dave Chaffey.
- Storytelling with Data. A data visualization guide for business professionals. By Cole Nussbaumer Knaflic.
Recommended Blogs:
www.kaushik.net: Avinash Kaushik blog. Digital Marketing Evangelist for Google.
https://contentmarketinginstitute.com/?s=analytics : Content Marketing Institute