Universitat Internacional de Catalunya

Digital Marketing & Web Analysis

Digital Marketing & Web Analysis
Second semester
Main language of instruction: English

Other languages of instruction: Catalan, Spanish,

Teaching staff

The program will occur according


The Digital Marketing & Analytics program is completely taught in English, providing a unique opportunity to strengthen your knowledge of Digital Marketing. The students will master how to create, improve, and analyze effective online marketing strategies by capitalizing on customer data, and developing skills in, metrics analysis, and online consumer journey.


Pre-course requirements

Good oral and written comprehension of English


  • Acquisition of knowledge in the field of study.
  • Have tools and conceptual knowledge for the management of Digital Marketing.
  • Carrying out studies of the effectiveness of the actions carried out.
  • Develop the ability to define and implement a Digital Marketing Plan.
  • Manage the key processes and process phases related to the MD, including
  • marketing.
  • Assess situations, collect and analyze data and be able to make decisions in environments
  • type them.
  • Acquisition of mechanisms and tools for the assessment and resolution of problems.
  • Develop the ability to implement theoretical aspects in practice.
  • Develop the ability to organize, plan and control Digital Marketing processes.
  • Develop skills for continuous process and product improvement and analysis
  • of trends.


  • 26 - To comprehend and use the basic concepts of marketing and the main sectorial policies and understand the commercial environment in which these companies operate.
  • 29 - To know what an information system is and its typology.
  • 31 - To develop the ability to identify and interpret numerical data.
  • 32 - To acquire problem solving skills based on quantitative and qualitative information.
  • 33 - To be able to search for, interpret and convey information.
  • 56 - To be able to create arguments which are conducive to critical and self-critical thinking.
  • 59 - To skilfully use software and ICTs.

Learning outcomes

  • Learn to make decisions, detect opportunities and define strategies that optimize presence in the Internet.
  • Manage the strategic direction of online marketing.
  • Know how to effectively implement and communicate the digital marketing and advertising strategy.
  • Know and apply the key factors for the design and management of a website.
  • Understand and know how to apply brand strategies in the online environment.
  • Know how to apply SEO concepts and techniques for online positioning.


Digital and Business Strategy / Social Media Marketing / Content Marketing / Digital Marketing / E-Commerce / E-mail Marketing / Search Engine Advertising / Search Engine Optimization / Digital KPIs / Digital Analytics / Quantitative Analytics Tools / Qualitative Analytics Tools

Teaching and learning activities

In person

All the classes will be taught in person using different teaching methodologies on project-based learning, cooperative learning, and teacher-centered methods.


Evaluation systems and criteria

In person

 The final grade will be built by an individual exam, a group activity, and participation in class.

Bibliography and resources

- Philip Kotler, Kevin Lane Keller, January 1, 2015,A Framework for Marketing Management

- Miles Young, January 9, 2018, Ogilvy on Advertising in the Digital Age

- Seth Godin, May 6, 1999, Permission Marketing

- Dave Chaffey & Fiona Ellis, , Digital Marketing: Strategy, Implementation & Practice

- Mr P R Smith, February 6, 2018,Guide To Your Perfect Digital Marketing Plan