Digital Marketing

Objectives

After taking the Digital Marketing course:

• The student must be able to define an Action Plan in digital marketing and at the same time have the ability to apply the most current knowledge and the most innovative practices in digital marketing to achieve results that bring improvements to Internet businesses.
• The student must be able to manage the reputation of companies through online tools.
• The student must be able to develop his personal branding strategy and the visibility of his personal brand on the Internet.

Learning outcomes

• Learn the basics of digital marketing.
• Apply the knowledge acquired in the management of your personal brand.
• It has the capacity to properly manage the contents of a professional website made in Wordpress.
• Skillfully uses social networks applied to the business world.

Skills

General skills

• Desire to take part in lifelong learning, innovate, create value and acquire new knowledge.

Specific skills

• Have skill in communication and digital marketing, entrepreneurship and business management.

Basic skills

• Students can apply their knowledge to their work or vocation in a professional manner and have competencies typically demonstrated through drafting and defending arguments and solving problems in their field of study.
• Students have the ability to gather and interpret relevant data (usually within their field of study) in order to make judgments that include reflection on relevant social, scientific and ethical issues.

Core skills

• Project the values of entrepreneurship and innovation in one's academic and professional career, through contact with a variety of practical contexts and motivation for professional development.

Content

• Personal branding
• Development of a personal blog
• Inbound marketing : E-mail marketing and video marketing
• Outbound marketing
• Digital tools for customer management: CRM
• Social networks for companies
  • Facebook
  • Twitter
  • LinkedIn
  • Instagram
  • Other social networks
• Employee advocacy , social selling , employer branding
• Platforms for creatives
• Digital marketing plan

Evaluation

Development of the assessment

The evaluation is continuous. During the course, activities are carried out which, together with the compulsory project grade and the final test, make up the final grade. The weighting is as follows:

• Attendance and participation in class: 5% of the final grade
• Activities done in class: 15% of the final grade (non-refundable)
• Compulsory projects: 50% of the final mark (recoverable). This area consists of doing 2 exercises that are weighted as follows:
  • Social media plan: 10%
  • Personal website and marketing plan: presentation and delivery of the website report, plus development of the marketing plan: 40%
• Specific assessment test (final exam): 30% (recoverable)

Review and recovery of the subject

• The student has the right to review all submitted evaluation assignments.
• To pass the subject, it is mandatory to hand in the class activities and the two projects.
• Up to 40% of the subject can be recovered during the re-evaluation period scheduled by the Faculty, through the review of the mandatory projects or a specific test that allows the evaluation test to be recovered.

Methodology

• In this subject, theoretical sessions are given and exercises are proposed and solved in the classroom.
• A set of guided practices are proposed in which the work is done individually or in groups of two people.
• Regarding personal work, the student must monitor the subject, solve problems and do the practicals.

Bibliography

Key references

• Martín Rubio, Rubén, autor. (2020). El poder de tu marca personal : apuesta por ti mismo para diseñar tu mejor versión y alcanzar el éxito personal y profesional. Retrieved from https://ucercatot.uvic-ucc.cat/permalink/34CSUC_UVIC/qq5d82/alma991001123823606718

Further reading

Teachers will provide complementary bibliography and compulsory reading throughout the course via the Virtual Campus.