Digital Marketing

1. Theoretical classes introduce the fundamentals of Digital Marketing, strategic concepts, and global trends. These are complemented by
guided discussions that encourage students to critically reflect on challenges and opportunities in a global context.
2. Case Studies: Analysis of real companies is presented to illustrate the application of concepts in different markets and cultural contexts.
This approach enables students to develop skills in analyzing successful and unsuccessful campaigns, understanding the impact of
strategies in the global environment.
3. Practical Activities: Hands-on activities involving the use of analytical tools allow students to plan, execute, and evaluate real or simulated
campaigns. These practices strengthen their ability to utilize current technologies in professional scenarios.
4. Group Projects: Students work in teams to develop Digital Marketing strategies, including persona definition, sales funnel creation, and
integrated campaign planning. These projects simulate teamwork dynamics, preparing students for real-world professional experiences.
5. Individual Applied Research Work: Each student undertakes a critical analysis of an emerging topic in Digital Marketing, delving into
subjects such as artificial intelligence, ethical advertising, or immersive environments. This approach fosters autonomy and analytical
capabilities.
6. Simulations and Role-Playing: Real-time decision-making simulations, such as campaign adjustments and responses to digital crises, are
conducted to develop practical and strategic skills.
7. Continuous Feedback and Assessment: Through continuous feedback in activities, projects, and periodic meetings, students receive
guidance to improve their performance, ensuring the progressive development of expected competencies.
8. Encouraging Critical Thinking and Ethical Reflection: Classroom discussions address topics such as privacy, ethics in digital advertising,
and international regulations, preparing students to navigate dilemmas in Digital Marketing.

In the digital age, companies face a constantly evolving world. Adapting to the new realities brought about by globalisation means creating
new products and services in order to reach new customers and markets. Digital Marketing provides students with the know-how to:
O1. Plan, develop, test and evaluate different strategies in a global context.
O2. Exploit digital tools and platforms to reach local and international markets.
O3. Develop practical skills in analysing data to validate the different metrics that are crucial to achieving the activities in the marketing plan
to develop a digital business presence.
The introduction of Artificial Intelligence into the strategy for developing an online presence enables not only support for the creative
component, but also analytical, adaptive and automatic capacity for the different consumer profiles on the different digital channels – O4.

Fundamentals of Digital Marketing
2 Digital Strategic Planning
2.1 Planning Digital Marketing strategies
2.2 Building a digital presence
2.3 Definition of target audience and segmentation.
2.4 Sales funnel and customer journey
2.5 Campaign planning
2.6 Inbound Marketing
2.7 Outbound Marketing
3 Digital Marketing Techniques and Tools
3.1 SEO and SEM
3.2 Social networks and content management
3.3 Email marketing and automation
3.4 Influencer and affiliate marketing
3.5 Mobile Marketing: strategies and tools for mobile devices.
3.6 Video Marketing: creation and dissemination of online videos.
3.7 Virtual and Augmented Reality: applications in Digital Marketing
3.8 Artificial Intelligence and Machine Learning: personalization, automation and data analysis
4 Data analysis in Digital Marketing
4.1 Metrics and KPIs
4.2 ROI and campaign attribution
4.3 Reports and dashboards
5 Online marketing and advertising
6 Challenges and Emerging Trends

NAO