Basic General:



G002 - Apply theories and methodological tools to practice in different communicative processes and contexts.

G005 - Communicate and present projects, achievements, and results of work and research fluently, effectively, and argumentatively in different genres, formats, and media of advertising and public relations.

G006 - Develop skills and abilities related to participation, management, and optimization of teamwork, applying informed criteria to decision-making and evaluating results.

G007 - Apply skills and use techniques, technologies, and resources to the development of advertising and public relations communication content and processes, and information in general.

G008 - Project and design strategies oriented towards the identification of objectives and the planning of actions in the context of developing advertising and public relations projects.

G009 - Acquire knowledge and experience of professional environments and routines to bring closer to the reality of the work of the various professional profiles in the field of advertising and public relations demanded by the market.

G010 - Search, select, prioritize, and analyze information and documentation from various sources, adapting their content to different narrative forms and strategies.

CB2 - Students should know how to apply their knowledge to their work or vocation in a professional manner and possess the competencies usually demonstrated through the development and defense of arguments and the resolution of problems within their area of study.

CB3 - Students should have the ability to gather and interpret relevant data (usually within their area of study) to make judgments that include a reflection on relevant social, scientific, or ethical issues.

CB4 - Students should be able to convey information, ideas, problems, and solutions to both specialized and non-specialized audiences.



Transversal:



CT6 - Innovation and entrepreneurship.

CT8 - Teamwork.



Specific:



C3CC04 - Apply techniques and strategies to the diagnosis and management of communication and public relations in different communicative contexts, media, and organizational environments.

C3CC05 - Apply market research methodologies and tools to the development, in a team, of advertising and public relations communication projects.

Learning Outcomes:



* Research a digital market niche to identify key elements such as influencers (Instagrammers, YouTubers, bloggers, celebrities or pseudo-celebrities), best practices, key terms, and main conversation spaces (communities, forums, etc.).

* Develop a traffic attraction strategy to a website that includes designing and executing a content plan.

* Optimize these contents for search engines and purchase paid advertising.

* Design forms, landing pages, and product sheets that convert visitors into leads.

* Design emails and other types of communications with the goal of converting leads into sales.

* Design digital loyalty strategies that leverage the customer database.

Theoretical Program



Module 1: Attraction

1.1. Owned/Paid/Earned Media.

1.2. SEM/SEO. Keywords, Search Intentions, Long Tail.

1.3. Digital Advertising. Formats. Strategies and Objectives. Purchase Models. Segmentation.

1.4. Programmatic Advertising. Ecosystem and Involved Agents. Purchase Types. First-Party Data. Media Selection. Retargeting/Remarketing.



Module 2: Content Marketing

2.1. Content is King: Branded Content / Content Marketing: Attracting through Content. Context.

2.2. Owned Media, Participation in Forums or Public Places (Online Public Relations). Representative Examples of Branded Content.

2.3. Is it Possible to Convert Leads and Sales through Content?

2.4. Influencer Marketing.

2.5. Social Media Marketing: Social Media, the Most Relevant Social Networks of the Moment. Measurement: Engagement versus Visibility. Job Profiles.



Module 3: Ecommerce

3.1. Digital Business Models. eCommerce. Platforms: Magento, Prestashop, WooCommerce, Marketplace.

3.2. Conversion: Types of Conversion, CRO, Usability, Responsive Design, and Accessibility.

3.3. Loyalty. Segmentation, Cross-Selling, Complaint Management, Personalization, and Customer Advocates.

3.4. Email Marketing. Newsletter. Automation.

3.5. Analytics and Dashboard. KPI. Data-Driven Marketing.



Practical Program



1. Designing an online advertising campaign.

2. Creating and planning the dissemination of branded content.

3. Developing an eCommerce strategy.

The course is assigned 6 ECTS credits, which involve 60 hours of face-to-face classes and 90 hours of independent work. The following methodologies will be used during the face-to-face sessions:



Lecture:

Lectures in the classroom will be complemented by the consumption of indicated content (videos, documents) during the session.



Group Classroom Practices:

In the classroom practices, the practical program will be developed. These classroom work hours should be complemented by individual and group work outside of class.

According to Article 8.3 of the Student Evaluation Regulations, students who wish to abandon continual evaluation and switch to the final exam must submit a written request to the course instructor within the first nine weeks of the semester.





Continuous Assessment:



The three modules of the practical program must be submitted on time throughout the academic year to qualify for continuous assessment. The final grade will be calculated as follows:



* 50% written exam with multiple-choice and/or essay questions.

* 50% average of the evaluations of the three practical exercises.



Both parts must be passed (5/10 or higher) to pass the course.





Final Exam:



To opt for the final exam, the three practical exercises must be submitted individually before the official exam date. The final grade will be calculated in the same way:



* 50% theoretical part: written exam with multiple-choice and essay questions.

* 50% practical part: average of the evaluations of the three practical exercises.



Both parts must be passed (5/10 or higher) separately to pass the course.



To withdraw from the exam session, it is sufficient not to attend the written exam.

Contents available in egela.

Basic bibliography

Macía, F. (2018). Estrategias de marketing digital. Madrid: Anaya.



Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing. Pearson UK.

Maciá Domene, Fernando. (2018) Estrategias de marketing digital. Anaya Multimedia.

In-depth bibliography

Ahola Ward, Anne (2017): The SEO Battlefield. O’Reilly.

de Vicuña Ancín, J. M. S. (2018). El plan de marketing digital en la práctica. Esic editorial.

Clarke, Adam (2019). SEO 2019: Learn search engine optimization with smart internet marketing strategies (English Edition). Independently published.

Halligan, B., & Shah, D. (2009). Inbound marketing: get found using Google, social media, and blogs. John Wiley & Sons.

IAB (2014). Interactive Advertising Bureau, Libro Blanco de Compra Programática.
Macía, F. (2014). Marketing online 2.0, cómo atraer y fidelizar clientes en internet. Madrid: Anaya.

Maldonado, S. (2015). Analítica web: Medir para triunfar. ESIC Editorial.

Martínez Polo, Josep M.; Martínez Sánchez. Jesús y Parra, M. Concepción (2015). Marketing Digital. Guía básica para digitalizar tu empresa. Barcelona: Editorial UOC.

Oath Spain & IAB Europe (2018). Desarrollo de Estrategias Programáticas para Publishers. Resultados para España. 2018

Riera, Bernat (2016). Visibilidad Online: 6 fases para el éxito digital de tu negocio. Autoedición. ISBN 978-8461772926.

Rowles, D. (2017). Mobile marketing: how mobile technology is revolutionizing marketing, communications and advertising. Kogan Page Publishers.

Ryan, D. (2016). Understanding digital marketing: marketing strategies for engaging the digital generation. Kogan Page Publishers.

Journals

Electronic Commerce Research
Electronic Commerce Research and Applications
International Journal of Electronic Commerce
Journal of Electronic Commerce Research
Journal of Advertising
Journal of Interactive Advertising