Universitat Internacional de Catalunya
Mòdul 5. Màrqueting Digital i la Nova Era del Retail
Other languages of instruction: Catalan, English
Teaching staff
Introduction
This module offers an in-depth exploration of advanced concepts and strategies in digital marketing, providing students with the knowledge and skills necessary to excel in the rapidly evolving online marketing landscape. Through a combination of theoretical frameworks, practical exercises, case studies, and industry insights, participants will gain a comprehensive understanding of how to leverage digital channels for effective marketing campaigns and business growth. In summary, this module prepares postgraduate students to become strategic digital marketing experts capable of driving growth and success in today’s competitive online market.
Pre-course requirements
None.
Objectives
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To analyze how digital technologies and platforms influence consumer behavior, decision-making processes, and purchasing habits.
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To explore the psychological and sociological factors that affect consumer engagement online.
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To acquire proficiency in using web analytics tools to track, measure, and interpret key performance indicators (KPIs) for digital marketing campaigns.
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To develop strategies for creating and distributing high-quality content tailored to the target audience.
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To understand the planning, execution, and optimization of paid advertising campaigns across multiple digital platforms, including search engines, social media, and display networks.
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To explore techniques for optimizing website and landing page design to increase conversion rates and enhance the user experience.
Competences/Learning outcomes of the degree programme
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To analyze data extracted from social media profiles.
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To understand the main digital marketing strategies and techniques used in campaigns for fashion and beauty products and services.
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To identify key visual merchandising and product distribution strategies within a physical store to increase sales, as well as techniques for influencing consumer senses through visual, auditory, and olfactory stimuli.
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To apply the main product presentation and distribution strategies within an online store to increase sales.
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To become familiar with leading AI-based rendering tools, creation and styling of AI-generated models, preparation and management of product sheets and catalogs, and visual presentations.
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To apply critical thinking to evaluate and refine digital marketing strategies, optimizing resources and achieving higher conversion rates.
Learning outcomes of the subject
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To master the main digital marketing tools and content management systems for creating and editing online stores.
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To be able to plan and execute digital marketing campaigns across multiple channels, making decisions based on data interpretation.
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To be able to facilitate fashion shopping experiences across multiple devices.
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To conduct A/B testing and usability studies to identify and implement effective CRO strategies.
Syllabus
— Social Media Trends and Metrics (KPIs / Report)
— Fashion Marketing: Strategies and Campaigns
— Visual Merchandising
— Inbound Marketing
— Digital Marketing: Strategy and Development
— Tools for Social Media and App Management
— Online Presence: Website Management
— Omnichannel: The New Era of Retail and Artificial Intelligence
Teaching and learning activities
In person
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Masterclasses: The professor not only teaches content or knowledge but also attitudes, motivation, skills, and values. The instructor shares experiences and conveys their passion for the subject, encouraging each participant to express their opinions and arguments before the rest of the students.
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Coaching: Individual or very small-group follow-up on how students assimilate the course content. In coaching sessions, defects are corrected, doubts clarified, and exercises and activities proposed to achieve the set objectives.
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Seminar: This activity consists of an in-depth, focused study of specific topics, sometimes of particular current relevance and socially debated, through active work in small groups.
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Focused praxis: Periodic, individual submission of exercises designed to learn theory through practice. Each exercise is intended to acquire very specific knowledge tailored to the individual, as well as to address particular gaps.
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Meeting points: Encounters will be organized between students and professionals, scientists, figures from the international sphere, etc. These may take the form of lectures, workshops, discussions, interviews, etc.
Evaluation systems and criteria
In person
- The module will be assessed through continuous assessment.
- It is necessary to pass all evaluative activities in order to successfully complete the module.
- The module’s lead instructor will design the practical assignments to be submitted — some individual and others in groups.
- Class attendance, punctuality, and active participation in all sessions will be valued.
- Projects must be able to demonstrate their authenticity, and the use of AI is restricted to the points specified by the faculty. Detection of plagiarism, copying, or fraudulent use of AI will result in a grade of 0 for the activity.
To be evaluated you must attend 80% of the sessions.