Digital Marketing

The teaching and learning methodologies of this curricular unit have been designed to promote a comprehensive education aligned with the pedagogical model, ensuring the integration of theory, practice, and research, which are essential for the development of advanced competencies in Digital Marketing in an international context.

Theoretical Classes: These present the fundamentals of Digital Marketing, strategic concepts, and global trends, complemented by guided discussions. This approach encourages critical reflection on the impact of digital strategies across different markets and cultures.

Case Studies: Analyzing real campaigns from international companies allows students to apply theoretical concepts to practical scenarios, developing analytical and strategic skills. This methodology bridges theory with practical application, providing insights into successes and failures in various contexts.

Practical Activities: Hands-on exercises using tools and machine learning platforms ensure the direct application of technical knowledge in simulated and real environments. Students learn to plan, implement, and evaluate campaigns, strengthening their professional skills.

Group Projects: Teamwork is utilized to stimulate collaboration and the development of Digital Marketing strategies, including persona definition, sales funnel creation, and integrated campaign planning. These projects simulate professional dynamics and promote teamwork and leadership skills.

Scientific Production: Writing scientific articles is a central methodology of this curricular unit. Students are guided to identify emerging trends, such as Artificial Intelligence and digital privacy, and produce work that contributes to the advancement of the field, fostering autonomy and critical thinking.

Simulations and Role-Playing: Real-time strategic decision simulations, such as campaign adjustments and responses to digital crises, enable the development of practical and strategic skills, preparing students for market challenges.

Continuous Feedback: Formative evaluation through continuous feedback on practical activities, projects, and scientific articles helps monitor students’ progress, enabling adjustments and improvements throughout the curricular unity.

Discussions on Ethics and Innovation: Debates on privacy, international regulations, and ethical impacts of AI use in Digital Marketing foster the formation of conscious professionals ready to act responsibly.

Use of Digital Resources and Technological Tools: Academic research tools and platforms are integrated into teaching, ensuring students are equipped to utilize current technologies in the global market.

Active and Student-Centered Learning: All methodologies place the student at the center of the learning process, encouraging participation, collaboration, and practical application of knowledge, aligning with a pedagogical model focused on market-oriented teaching and research.

The learning objectives (LO) of the Curricular Unity are:

LO1. Deepen knowledge of global Digital Marketing strategies with a focus on international business

LO2. Explore and use Artificial Intelligence (AI) tools to analyze and implement campaigns

LO3. Develop skills for advanced data analysis and technological innovation in the digital context

LO4. To enable students to produce scientific articles that address emerging trends in digital marketing

LO5. Encourage critical thinking about ethics and privacy in Digital Marketing

Competences/skills (C):

C1 Identify global digital marketing strategies (OA1)

C2 Use AI tools for digital campaigns (OA2)

C3 Analyze data and propose innovative solutions (OA3)

C4 Contribute academically with articles on digital trends (OA4)

C5 Assess the ethical and legal impacts of digital practices (LO5)

1. Advanced Fundamentals and Global Strategies

1.1 Panorama of International Digital Marketing

1.2 International Marketing Strategies

1.3 International consumer journey

2. Digital Marketing and Artificial Intelligence

2.1 Introduction to Marketing with AI

2.2 Machine Learning / AI Tools in Digital Marketing

2.3 Predictive analysis and machine learning

2.4 AI and ethics in Digital Marketing

3. Scientific Production in Digital Marketing

3.1 Research methods in Digital Marketing

3.2 Structure of scientific articles

3.3 Trends in academic research in Digital Marketing

3.4 Development of the scientific article

4. Advanced Metrics and Assessment

4.1 Performance metrics in Digital Marketing

4.2 Impact assessment and ROI in international strategies

5. Innovation and Future of Digital Marketing

5.1 Emerging trends in Digital Marketing

5.2 Innovation and digital transformation strategies

5.3 Impact of metaverse and blockchain on marketing