Master of Science in Marketing and Social Media Management

Master of Science in Marketing and Social Media Management (in English)

Lead the future of Marketing with AI-powered strategies and cutting-edge digital tools

Digital Marketing and Advertising

Description
The subject of Digital Marketing and Advertising offers comprehensive training in the strategies, tools and trends needed to excel in a constantly evolving digital environment. Throughout the different sessions, students develop practical and theoretical skills to design, implement and optimize digital marketing plans, focusing on the application of emerging technologies such as Artificial Intelligence. The subject provides a comprehensive view of digital marketing, covering fundamental aspects such as SEO, SEM, digital advertising and media planning, preparing students to face the challenges of today's digital environment.
Type Subject
Primer - Obligatoria
Semester
First
Course
1
Credits
5.00
Previous Knowledge

No specific prior knowledge is necessary

Objectives

The learning outcomes (RA) of this subject are:

RA1: The student knows how to develop a digital marketing plan.
RA2: The student knows the main tools of digital marketing.

Contents

- The digital marketing plan
- IA applied to Digital Marketing
- Search Engine Optimization
- Introduction to digital advertising
- Campaign planning and Media Plan with AI
- Search Engine Marketing

Methodology

On-campus Methodology

The teaching methodology used in the face-to-face modality is divided into four steps for each of the sessions that make up the subjects of the program:

- Students must prepare before the session, the tasks recommended by the professor: reading an article, watching a video, solving a practical case or exercise, etc. In this way the student prepares the subject of the session and acquires a previous knowledge that will allow him/her to take better advantage of the session together with the professor and the rest of the classmates.
- The professor dedicates the first part of the session to work on the concepts related to the topic of the day, encouraging debate and discussion among the students, taking advantage of the fact that they have prepared the previous tasks and start from a previous knowledge.
- The professor dedicates the second part of the session to the analysis, debate and resolution of the case study or exercise proposed. Therefore, the concepts covered in the first part of the session are taken to a practical environment to strengthen the students? learning. It is essential for students to work on the case study or exercise during the second part of the session, in order to contribute to the group.
- It is recommended that students prepare at home the homework assignments requested by the professor after the session, which are intended to consolidate was covered and worked on in class.

Online Guided Methodology

The teaching methodology used in the online modality is based on a proprietary methodology developed by La Salle URL called SDBL (Self Directed Based Learning). SDBL is an active methodology based on situational learning and self-directed learning. With situational learning, the student is taught, through challenges, to address real problems and situations of the company with which he can consolidate the new knowledge acquired. With self-directed learning, the student decides how to advance in their training based on their previous experience.
Weekly, the LMS (Learning Management System) platform releases the content of a new topic. The operation of the week is as follows:

Synchronous kick-off session:

- The teacher makes an overview of the contents and tasks that the student will find throughout the week. The objective of this meeting is to try to discover and reveal on a personal level which aspects of the week that are going to be discussed may be more difficult for the individual student.
- The professor solves possible doubts of the students about the subject of the previous week.

Among synchronous connections:

- The students view session contents and develops the tasks entrusted to them about the topic of the week to consolidate knowledge and identify doubts.

Synchronous session Check point:

- The professor solves any doubts that students may have about the contents of the current week.
- The professor presents additional content or practical cases, which are interesting for the students.
- The professor generates debate and discussion among the students about the content of the current week to help the students in their assimilation, therefore, improving their learning.
- The professor provides oral feedback about the deliverables registered by the students in the feedback well of the previous week, emphasizing the difficulties and errors found. This instance is for feedback only and not for qualification. The feedback is an instrument so that the students to validate with the mentor, in general terms, the resolution to the proposed tasks. In this way, the feedback wells are created thinking of giving the students an opportunity to feel the answers with the mentor. Based on the feedback provided by the mentor, the students will be able to finish developing the task and present it as a final deliverable, with the advantage of having had prior advice from the professor.

Rest of the week. The objective is to finish the development of the tasks of the current week from the clarifications received in the synchronous check point session to pass the exercises, tasks and / or deliverables of the topic. It is worth mentioning that most of the time spent during this last part of the week should be spent on solving tasks and deliverables, rather than assimilating content (an aspect that should have been resolved between the kick-off and check point sessions).
The LMS platform gradually opens content (week by week) so that the whole group follows the same academic itinerary. In other words, the sequential opening of topics is done so that all students in the program are working on the same subjects simultaneously.

The synchronous sessions with the mentor are of optional assistance for the students, last approximately one hour, and are recorded and posted on the subject in the LMS.

Evaluation

Face-to-face modality.

Highly significant evaluation activities:

- Final exam [30%].
- Revisable Documents (RD) [70%].

Online modality

The evaluation of this subject consists of the following milestones and weightings:

Deliverable: First Steps MK Plan 20%
Deliverable: SEO Plan 20%
Entregable: Brand Book 20%
Final deliverable of subject and interview 40%

Evaluation Criteria

Face-to-face modality

Final exam: Test answers.

Revisable Documents. The FMT tutors responsible for evaluating the weekly deliverables will be based on:

- The quality of the content of the paper according to the requirements defined in each deliverable.
- The adjustment to the objectives of the course in progress.
- The coherence with the strategy marked in the FMT.
- The adaptability to the reality of the case/company chosen.
- The format of the document, the quality of the writing and style of the deliverable.
- Compliance with the terms of delivery. If they are delivered out of time they will be graded as "not delivered" and the grade will be "0".

Online modality

The student is able to:

- Detect various competitors and their types.
- Perform a complete SWOT analysis.
- Detect at least 4 objectives that meet the 5 premises of the SMART objectives.
- Understand what the STP methodology is, determines which segments it will be targeted, how it will be positioned and what push/pull strategy it will carry out.
- Perform a complete study of criteria using different tools.
- Understand and define a web architecture.
- Understand the importance of links.
- Know the different metrics that an SEO dashboard should contain.

Basic Bibliography

Agencia Española de Protección de Datos. (2024). Guía de uso de cookies. https://www.aepd.es/guias/guia-cookies.pdf

Álvarez Hernando, J., & San José Cabezudo, R. (2013). Comunicación digital eficaz y legal. Editorial Lex Nova - Thomson Reuters. ISBN: 978-84-9898-376.

Boschma, J. (2014). Generación Einstein. Editorial Gestión 2000.

Fishkin, R., & Enge, E. (2012). The art of SEO. O'Reilly.

Kotler, P. (2006). Dirección de marketing (12ª ed.). Pearson Prentice Hall.

Maciá, F. (2012). Posicionamiento en buscadores. Anaya.

Moore, G. A. (1991). Crossing the chasm: Marketing and selling high-tech products to mainstream customers. HarperBusiness.

Olins, W. (2008). Brand. Thames & Hudson.

Roberts, K. (2004). Lovemarks: El futuro más allá de las marcas. Ediciones Deusto.

Rosales, P. (2011). Estrategia digital: Cómo usar las nuevas tecnologías mejor que la competencia. Editorial Gestión 2000.

Smith, P. (n.d.). SOSTAC® Guide to your perfect digital marketing plan.

Velilla, J. (2012). Branding: tendencias y retos en la comunicación de marca.

Additional Material

No additional materials are required

List of Professors
Alberto Lorente Arnaiz
Jose Comerma Losantos
Maria Isabel Bellot Matas
Enric Garcia Muñoz