Universitat Internacional de Catalunya

Digital Marketing

Digital Marketing
3
16296
3
Second semester
OB
Main language of instruction: Catalan

Other languages of instruction: English, Spanish,

Teaching staff


Email.

Introduction

The web creation - and especially of the so-called "web 2.0" - has profoundly transformed marketing, the economy and human communication. In this subject we will analyze the implications of these changes from the perspective of marketing and advertising, delving into the strategies, tools and techniques offered by digital marketing to connect with today's consumer.

Pre-course requirements

No. 

Objectives

  • Understand how the emergence of the Internet has transformed marketing, communication, business and culture.
  • Identify and master the main tools used by marketing to operate in this new digital context.

Syllabus

Unit 1: Introduction to Digital Marketing

  • Definition / Fundamentals
  • Traditional vs. Digital
  • Objectives
  • Utilities
  • Marketing funnel

Unit 2: Digital Marketing Techniques

  • Web
  • Social Media
  • Content Marketing
  • E-mailing
  • Inbound Marketing
  • Other techniques

Unit 3: Digital Marketing Tools

  • Website (CMS)
  • Social Media (Community Management)
  • SEO positioning (Semrush)
  • Trends (Adwords)
  • Measurement (Analytics)

Unit 4: Digital Marketing Plan

  • Internal and external analysis
  • SWOT analysis
  • Objectives
  • Target audience (buyer person)
  • Strategy
  • Techniques and channels
  • Calendar
  • Budget
  • Results

Unit 5: Trends in the sector

Print version