Digital Marketing

As a master’s course unit, it is important to bear in mind the knowledge taught in the Marketing and International Business degree.

Classes are taught with the support of digital cloud content whose content is shared
by all enrolled students. The development of practical work is carried out on the web, on social networks and using “mobile” development platforms in the construction of “apps”. Teaching is theoretical-practical and based on simulated, leading the student to the integration into the working world. Analytical simulation allows the student to assess whether the content developed on different platforms had the desired reach and visibility.

Goals:

Creating an online presence is crucial to the survival, existence and consistent growth of a company, whether micro, small, medium or large. The dissemination of information, its techniques and means represent the user’s selection as to whether they will be a future client/consumer. In this way, ranking in search engines determines positioning in the customer’s “eyes” in the digital economy. The launch of events, products and/or services sees their reach based on advertising tools, whether on the corporate website or on social networks. Or even closer to the customer using “apps” on mobile platforms. The development of an analytical capacity to strategically plan, develop and implement the different information dissemination channels represents the success of a marketing plan. Analytical knowledge of the customer profile thus allows us to innovate, creating in cooperation new products and services that respond in a rational and emotional way to the expectations, desires and desires of a satisfied and often surprised consumer. Cultural adaptation in customer communication and positioning partnerships in international markets are factors that impact business growth. The introduction of Artificial Intelligence in the strategy for developing an online presence allows not only support in the creative component, but also in the adaptive and automatic analysis of different consumer profiles on different digital channels. The integration of this “know-how” into an online campaign development project allows students to be adapted to the new realities of the digital economy.

Skills:

Know how to develop an online presence using different digital channels, from different perspectives, B2C and B2B.

Use different SEO tools – Search Engine Optimization in order to optimize and increase the online visibility of the content developed,

Plan and develop digital content for social networks through an integrative platform.

Plan and structure content for mobile applications.

Know how to identify the main digital marketing management metrics in different digital channels.

Plan, structure, develop, test and integrate Artificial Intelligence tools across different digital channels.

1-Introduction to Digital Marketing, from Traditional to Digital.

2- Develop an online presence. The B2C and B2B perspective.

3- Search engines, how to optimize.

4- Online advertising.

5- Marketing in social media.

6- Marketing for mobile platforms.

7- Content marketing.

8- Analytics in Digital Marketing.

9-Artificial Intelligence in Marketing

10- Project – planning and development of a campaign in the digital market.

NAO

1. Digital Marketing Strategy: An Integrated Approach to Online Marketing 3rd Edition, Simon Kingsnorth, 2022, Kogan Page, ISBN-13: 978-1398605978
2. Marketing Management, 16th Editions, Philip Kotler, Kevin Lane Keller, Alexander Chernev,, Pearson; 16th edition (April 2, 2021) ISBN-13:  9780135887158
3. Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World, 2nd Edition, Chuck Hemann, Ken Burbary,2018, Que Publishing,  ISBN-13: 978-0789759603
4.  Outside-In Marketing: Using Big Data to Guide your Content Marketing, James Mathewson, Mike Moran,2016, IBM Press ISBN-13: 978-0133375565
5.  E-commerce 2021–2022: business. technology. society., Global Edition, 17th edition,
   Published by Pearson (July 1, 2021) © 2021, Kenneth C. Laudon New York University
   Carol Guercio Traver Azimuth Interactive , New York University, ISBN-13: 9781292409320
6.  Digital Business and E-Commerce Management 7th Edition, by Dave Chaffey (Author), Tanya Hemphill (Author), David Edmundson-Bird (Author), Pearson; 7 edition (June 13, 2019), ISBN-13: 978-1292193335
7.  Growth Iq, Master The 10 Paths To Grow Your Business de Tiffani Bova, 2018, Editor: Pan MacMillan, ISBN: 9781529004670
8. The Digital Transformation Playbook: Rethink Your Business for the Digital Age, Columbia Business School Publishing (April 5, 2016), ISBN-13: 978-0231175449
9. Management Information Systems: Managing the Digital Firm, 16th edition, Kenneth C. Laudon, Jane P. Laudon, Published by Pearson (March 13th, 2019), ISBN-13: 9780135191798