Subject name |
Digital Marketing |
Study |
Master in Business Administration |
ECTS |
3 |
Four-month period |
First module |
Type of subject | Compulsory |
Digital marketing is an exciting area of marketing practice. In this course, we will cover the what, why, where, to whom and how of major current online and digital marketing approaches. The course will cover the different areas of digital marketing, and so include the marketing mix elements from consumer behavior, digital products, technology aspects, innovation acceptance, online pricing, online distribution, online and digital communication. Success in digital marketing and advertising is based on linking traditional and on-line tools and, subsequently, developing an E-Marketing Plan in order to reinforce the general marketing approach of the firm.
We will put special focus on selected specific areas of E-marketing, as effective online presence, content creation and communication interactions as search engine marketing, social media channels and participation in audience interactions.
In addition to those specific topics, three key messages are woven throughout the course. First, establish habits for keeping up to date on emerging digital technologies, digital marketing tools and digital advertising relevant to business and to marketing. Second, rise to the challenge of developing strategy to guide tactics. Third, showing the profound digital marketing fundamentals analysis and KPI setting, aiming a proper and effective use of them to improve the ROI.
The course provides an in-depth look at marketing from the standpoint of analyzing online campaigns, as well as examining the interplay between emerging technologies and changing consumer behaviors. In this course, social marketing (inclusive of blogs, wikis, and social networks), new media technologies (mobile platforms, gaming), and online measurement and promotion tactics (SEO, advertising metrics) will be explored. A key objective of this course is to give students a comprehensive understanding of how to integrate online marketing and communication with traditional and offline forms of the same.
General Competences
Specífic Competences
Transversal Competences
Unit 1. Introduction to digital marketing
Introduction
Introduction to digital marketing
Is traditional marketing and media over?
Dimensions of online and digital marketing
Past, presence and future of digital marketing: trends and insights
Understanding consumer behaviour in digital environment
Master class
Unit 2. Strategic approach to electronic and digital marketing
Introduction
Marketing e-research: information system in digital marketing
Big data vs Smart data
Marketing e-Audit
Objectives and KPIs in the digital
Strategy and tactics
Master class
Unit 4. Search Engine Marketing
Introduction
SEM, SEO, SEA triangle
Search engine optimization
Analysing a webpage performance
Search engine advertising
Understanding of key Google tools and strategic use
Master class
Unit 5. Consumer oriented digital advertising
Introduction
Display advertising
Adserving, targeting and monitoring digital advertisements
Audio-visual and E-mail advertising
Mobile advertising
Social media strategy
Social network advertising basics
Master class
Unit 6. Measuring the effectiveness of digital marketing activities & future of advertising
Introduction
Key performance indicators in e-marketing environment
Analytical tools, webanalytics
Optimization, direct response planning
Future for advertising agencies, Digital TV, Digital OOH…
Master class
The different tasks and activities programmed during the semester have been developed with the goal of adapting the learning process to the different capabilities, necessities and interests of the students.
The activities included in the subject are:
In the weekly program you can find the specific tasks you need to complete in this subject.
These activities are combined with the following aspects:
The hours dedicated to each activity are detailed as follows:
Assignments |
Hours |
Assistance to virtual classes | 9,0 |
Basic material study | 22,0 |
Additional resources readings | 4,0 |
Task and practice cases | 9,0 |
Self-evaluation test | 18,0 |
Individual and group tutoring | 18,0 |
Collaborative work, forums, debates, etc. | 9,0 |
Master's Dissertation work development | - |
Final evaluation | - |
Total |
90 |
Basic bibliography
Unit 1
Unit 2
Unit3
Unit 4
Unit 5
Unit 6
* This work is protected by copyright and its reproduction and public communication, in the available modality, is authorized under the art. 32.4 of the Spanish Intellectual Property Law. It is forbidden its subsequent reproduction, distribution and public communication in any form or by any means, except one printed reproduction by each authorized user.
The evaluation system is based on the following numerical chart:
0 - 4.9 |
Suspenso (D) |
(SS) |
5.0 - 6.9 |
Aprobado (C) |
(AP) |
7.0 - 8.9 |
Notable (B) |
(NT) |
9.0 - 10 |
Sobresaliente (A) |
(SB) |
The grade is made up of two components:
On-site final exam (60%). At the end of the semester, you need to assist a mandatory on-site final exam. You need to pass the final exam so the grade obtained from the assignments (continuous assessment) is summed up to the final grade of the subject.
Continuous assessment (40%): this type of assessment will be measured through the different assignments you need to complete during the course:
Remember that you can check the points (value) of each assignment in the weekly program.
Assessment method |
Min. Score |
Max. Score |
Participation in forums, classes, etc. |
0% |
15% |
Task, practice cases and activities |
0% |
15% |
Additional readings |
0% |
10% |
On-site final exam |
0% |
60% |
Melinda Ratkai
Education: Dr. Melinda Ratkai obtained her multiple disciplinary Phd in Management and Economics of SMEs from the Department of Economics and Statistics (responsible), Financial Economics, Accounting and Operations Management, Business and Marketing Management at the University of Huelva in 2014 (Spain). She has an MBA in Tourism (2011, University of Huelva, Spain), a Bachelor of Art in International Studies (2010, King Sigismund College, Hungary), a Bachelor of Science in Economics (Commerce) (2007, Budapest Business School, Hungary), and a degree in commerce with marketing and advertising specialization (2004, Budapest Business School, Hungary).
Professional experience: In early years of her carreer she worked with stakeholders of different types for industry (marketing, pharmaceutical and others). Currently she works for the University of Malaga at the European Projects' Office dealing with R&D transfer, project management and acquisition.
Lines of research: She is active as researcher, and assistant editor of International Journal of Digital Accounting Research. She has a genuine interest in turning research into viable business opportunities.
Studying online means you can organize your study as you wish, as long as you meet the due dates of the different assignments (activities, tasks and tests). In order to help you, we propose the following steps:
Remember that in the virtual classroom of the master you can check how the different tools of the virtual classroom work: email, forum, online classes, sending the tasks, etc.
Please, take into account the following tips…
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