Degree in Digital Business Design and Innovation

In today's world, the digital revolution is transforming the way we communicate and the way we do business. Professionals have to be able to constantly adapt to these changes

Online Marketing in Digital Business

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, Snapchat, Twitter, YouTube, all of them need to be treated differently, we need to understand each of their contexts to post powerful content within them. But there is only one part of Digital Marketing or Online Marketing activities. We must understand Online Marketing Strategies as a common block with different channels of communication and various type of disciplines. The aim of this course is to provide 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 eCommerce case that students will be developing from day 1. The course will cover the following main topics: 1) eBusiness. 2) Inbound Marketing and Organic Social Media. 3) Client Acquisition Campaigns (Facebook, Instagram, LinkedIn and YouTube Ads). 4) Email Marketing & Landing Pages. 5) Analytics & Metrics. Amongst the course objectives, we highlight the following: RA1: To develop the necessary skills to create an eBusiness Digital Marketing Strategy from 0, and how to acquire customers through Social Media. RA2: To know the most relevant, Social Media content composition practices and how to adapt them to network context. RA3: To acquire a general Ad platform management and learn the principles of a digital campaign structure. RA4: To increase the ability and skills necessary to use Social Media and its terminologies correctly to work collaboratively and find solutions to arising challenges. RA5: 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. RA6: 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.
Type Subject
Tercer - Obligatoria

Titular Professors

Previous Knowledge

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).

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.

Evaluation Criteria
Basic Bibliography

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: Avinash Kaushik blog. Digital Marketing Evangelist for Google. : Content Marketing Institute

Additional Material