This version of the course guide is provisional until the period for editing the new course guides ends.

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Digital Marketing

Code: 45434 ECTS Credits: 10
2024/2025
Degree Type Year
4313148 Marketing OB 0

Contact

Name:
Maria Teresa Obis Artal
Email:
teresa.obis@uab.cat

Teachers

Montserrat Guerrero Gonzalez
Jordi Gamundi Ballbe

Teaching groups languages

You can view this information at the end of this document.


Prerequisites

This subject has no prerequisites.

Objectives and Contextualisation

The new scenarios of the information and knowledge society in which we find ourselves require a new approach to the design, planning and direction of marketing actions.
										
											
										
											This module is proposed:
										
											
										
											That the student knows and knows how to use techniques in the field of marketing in order to develop the marketing and technological competencies and skills necessary to analyze and implement digital marketing strategies.
										
											
										
											Competencies and abilities
										
											
										
											· Know how to promote an organization's website through SEO and SEM strategies.
										
											
										
											· Carry out lead acquisition and loyalty campaigns.
										
											
										
											· Design Inbound Marketing strategies as well as the associated content plan.
										
											
										
											· Build and maintain the database of clients and potential clients (CRM).
										
											
										
											· Analyze the data obtained to optimize the results.
										
											
										
											· Identify new trends in marketing.
										
											
										
											Results
										
											
										
											· Develop creative skills in web development.
										
											
										
											· Develop creative skills in web creation.
										
											
										
											· Develop strategic marketing skills.
										
											
										
											· Focus resources on business objectives.
										
											
										
											· Evaluate the results to implement specific actions.
										
											
										
											· Develop the analytical spirit to stop making reports and delve deeper into the analysis.
										
											
										
											Competencies
										
											
										
											· Demonstrate extensive knowledge of commercial communication tools in their current context.
										
											
										
											· Develop communication skills in oral presentations before critical audiences.
										
											
										
											· Develop management and leadership skills.



Competences

  • Design and carry out market research.
  • Design, plan and direct marketing actions in the new scenarios posed by the information society.
  • Develop communicative skills in oral presentations before critical audiences.
  • Develop management and leadership skills.
  • Display a wide-ranging knowledge of commercial communication tools in their current context.
  • Generate innovative, competitive ideas and solutions.
  • Implement emerging techniques in the field of marketing.
  • Integrate and apply the new trends in marketing within the business, profitably and effectively.

Learning Outcomes

  1. Apply cutting-edge marketing planning tools.
  2. Describe the workings of the new research tools.
  3. Determine the integrative structure of a marketing plan.
  4. Develop communicative skills in oral presentations before critical audiences.
  5. Develop management and leadership skills.
  6. Distinguish and classify the new research techniques.
  7. Distinguish and classify trends in marketing.
  8. Distinguish and identify brand optimisation models and models of new media and channels.
  9. Evaluate the effects on the operating account of the application.
  10. Generate innovative, competitive ideas and solutions.
  11. Identify and filter the principal emerging trends and technologies.
  12. Identify the new tools of commercial communication.
  13. Make skilled use of IT tools.
  14. Recognise and analyse the organisation's ability to adapt and integrate changes.
  15. Use advanced models and criteria for forecasting and monitoring.
  16. Use the new commercial communication tools correctly.

Content

This module is organized into four parts: trends in marketing, electronic commerce, digital marketing and interactive marketing of 2.5 ECTS each part. Each one will be evaluated independently and has a responsible teacher assigned. Your temporal planning is shown in the course calendar that will be published two weeks before the start of the term. At the end of the quarter, a meeting or evaluation panel will be held where the grade for the module will be determined based on the grades of the parts that make it up. After the quarterly teachers' meeting, the final grades will be published.
										
											
										
											
										
											A) Trends in Marketing (2.5 ECTS, Jordi Gamundi)
										
											
										
											Contents:
										
											1. Future Marketing Thinking
										
											2. Innovation and new technologies applied to marketing
										
											3. The new types of marketing and the marketing director of the future
										
											4. New trends in the marketing mix.
										
											
										
											B) Electronic Commerce (2.5 ECTS, Teresa Obis)
										
											
										
											Contents
										
											1. E-commerce: basics
										
											2. Creation of a website and virtual store: hosting, domain, technology, etc.
										
											3. Evaluation of the websites created by course classmates.
										
											
										
											C) Digital Marketing (2.5 ECTS, Montse Guerrero)
										
											
										
											Contents
										
											1. Network analysis: Natural Positioning (SEO).
										
											2. Advertise on the Internet: Advertising in search engines, social ads and marketpalces 3. Analysis of web actions through Google Analytics.
										
											4. Definition of Inbound Marketing strategies. Content marketing. Social networks.
										
											5. Email marketing. Carry out lead capture and customer retention campaigns.
										
											6. KPIs. Dashboards.
										
											
										
											D) Interactive Marketing (2.5 ECTS, Montse Guerrero)
										
											
										
											Contents
										
											1. CRM: Planning and management of customer relationships.
										
											2. CRM: Main customer management models.
										
											3. CRM: workflows and automations.
										
											4. Recommendation models in digital marketing.


Activities and Methodology

Title Hours ECTS Learning Outcomes
Type: Directed      
Master classes, discussion of cases and presentation of works 75 3 1, 2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15, 16
Type: Supervised      
Tutorials and monitoring of the work to be carried out and the cases to be prepared 30 1.2 1, 2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15, 16
Type: Autonomous      
Related readings, preparation of cases and practices, study and preparation of outline 95 3.8 1, 2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15, 16

A set of different methodologies will be used: master classes, discussion of practical cases and exercises.
										
											

Annotation: Within the schedule set by the centre or degree programme, 15 minutes of one class will be reserved for students to evaluate their lecturers and their courses or modules through questionnaires.


Assessment

Continous Assessment Activities

Title Weighting Hours ECTS Learning Outcomes
Individual evaluation exercises 20% 10 0.4 1, 2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15, 16
Attendance and participation in class discussions 20% 10 0.4 1, 2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15, 16
Practical or group exercises (creation of a Virtual Store, a CRM or business intelligence system, depending on the case) 60% 30 1.2 1, 2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15, 16

A. General module evaluation standards
										
											
										
											This module is structured into different parts that are taught by different teachers. The final grade of the module consists of the average of the grades of each subject or parts that make up the module.
										
											
										
											The module is considered to have been approved if:
										
											1- the grade for each part of the module is greater than or equal to 4.5 (on a scale from 0 to 10) and
										
											2- the final grade of the module is greater than or equal to 4.5 (on a scale of 0 to 10)
										
											
										
											If the module is not approved, the master's coordination will offer the student the possibility of re-evaluating the parts that make up the module and that have not been passed if the grade is greater than or equal to 3.5, according to the professors' assessment. of the modules and coordination. If the student passes the reevaluation, the maximum grade he or she will obtain in the reevaluated part will be 5. The reevaluation schedule will be made public along with the list of module grades.
										
											
										
											The student will have a grade of Not Evaluated if he does not attend at least 80% of the face-to-face classes (a control will be kept with a signature sheet) or if he does not carry out at least 50% of the continuous evaluation activities. Each teacher will specify in this guide the way in which they will evaluate the students. If not specified in the guide, these evaluation standards will be delivered on the first day of class in writing.
										
											
										
											Specifically, the evaluation of the module is based on the following criteria:
										
											
										
											    - Attendance (20%): This criterion is configured with the control of attendance and participation in the face-to-face sessions corresponding to the four parts (A,B,C and D) that make up the module.
										
											
										
											    - Individual exercises (20%): This criterionis configured with the tests proposed by each teacher in their part (A, B, C or D) in a uniform manner.
										
											
										
											    - Practical or group exercises (60%): This criterion is configured with the tests proposed by each teacher in their part (A, B, C or D) in a uniform manner.

B. Calendar of evaluation activities
										
											
										
											The dates of the different evaluation tests (midterm exams, classroom exercises, delivery of assignments,...) will be announced well in advance during the semester.
										
											
										
											The date of the final exam of the subject is scheduled in the Faculty's exam calendar.
										
											"The programming of the evaluation tests cannot be modified, unless there is an exceptional and duly justified reason why an evaluation cannot be carried out. In this case, the people responsible for the degrees, after consulting the teaching staff and to the affected students, they will propose a new programming within the corresponding school period." Section 1 of Article 115. Calendar of evaluation activities (UAB Academic Regulations)
Students of the Faculty of Economics and Business who, in accordance with the previous paragraph, need to change an evaluation date must submit the request by filling out the Test Rescheduling Request document at the following link: https://eformularis.uab.cat/ group/deganat_feie/test-rescheduling-request
										
											
										
											Grade Review Procedure
										
											
										
											Coinciding with the final exam, the day and means in which the final grades will be published will be announced. In the same way, the procedure, place, date and time of the exam review will be informed in accordance with the University regulations.Recovery Process
										
											
										
											"To participate in the recovery process, students must have been previously evaluated in a set of activities that represents a minimum of two thirds of the total grade for the subject or module." Section 3 of Article 112 ter. Recovery (UAB Academic Regulations). Students must have obtained an average grade for the subject between 3.5 and 4.9.
										
											
										
											The date of this test will be scheduled in the Faculty's exam calendar. The student who appears and passes it will pass the subject with a grade of 5. Otherwise, the same grade will be maintained.
										
											Irregularities in evaluation acts
										
											
										
											Without prejudice to other disciplinary measures that may be deemed appropriate, and in accordance with current academic regulations, "in the event that the student makes any irregularity that may lead to a significant variation in the grade of an evaluation act, it will be graded with a 0." this evaluation act, regardless of the disciplinary process that may be instituted. In the event that various irregularities occur in the evaluation acts of the same subject, the final grade for this subject will be 0". Section 10 of Article 116. Evaluation results. (UAB Academic Regulations)

Bibliography

Parte A: Nuevas tendencias en Marketing

Colon G. (2016). "Disruptive marketing: what growth hackers, data punks and other hibrid thinkers can teach us about navigating the new normal" Amazon books

Ito J. & Howe J. (2016). "Whiplash: how to survive our faster future" Grand Central Publishing

Jonhson N. (2015). "The future of marketing: strategies from several leading brands" FT press

Kawasaki G. (2011). "Enchantment: the art of changing hearts, mind and actions" Penguin publishing group

Kotler P., Kartaya H. & Setiawan I. (2016). "Marketing 4.0: moving from traditional to digital" John Wiley & sons

Navarro, F. Martínez, A. y Martínez, J. M. (2019). Realidad virtual y realidad aumentada: desarrollo de Navarro, F. Martínez, A. y Martínez, J. M. (2019). Realidad virtual y realidad aumentada: desarrollo de aplicaciones. Ediciones de la U. https://elibro.net/es/ereader/uab/127127?page=1

Parker G., Van Alstyne M. & Chondary S. (2016). "Platform Revolution: how networked markets are transforming the economy" W.W. Norton & Co

Parte B: Comercio electrónico

Asociación Española de la Economía digital. (2011). Libro blanco del comercio electrónico. Madrid: Asociación Española de Comercio Electrónico y Marketing Relacional. Retrieved from http://libros.metabiblioteca.org/handle/001/243

Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions - Tim Ash http://www.amazon.com/Landing-Page-Optimization-Definitive-Conversions/dp/0470610123

Page, R. (2012). Website Optimization: An Hour a Day (Edición: 1). Sybex.

Turban, E., King, D., Lee, J. K., Liang, T.-P., & Turban, D. C. (2015). Electronic Commerce - A Managerial and Social Networks Perspective. Springer Berlin Heidelberg.

Turban, E., Strauss, J., & Lai, L. (2015). Social Commerce: Marketing,Technology and Management. Springer.

Turban, E., Whiteside, J., King, D., & Outland, J. (2017). Introduction to Electronic Commerce and Social Commerce (4th ed. 2017 edition). New York, NY: Springer.

Parte C: Marketing Digital

Google Adwords certification: https://support.google.com/partners/answer/3154326

How Google Works - Eric Schmidt https://www.amazon.com/How-Google-Works-Eric-Schmidt/dp/1455582344

Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social World - Gary Vaynerchuk https://www.amazon.com/Jab-Right-Hook-Story-Social/dp/006227306X/ref=sr_1_1

Kaushik, A. (2009). Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity (1 edition). Indianapolis, IN: Sybex.

Martínez Polo, J. M. Martínez Sánchez, J. y Parra Meroño, M. C. (2015). Marketing digital: guía básica para digitalizar tu empresa. Editorial UOC. https://elibro.net/es/ereader/uab/57864

Martin-Guart, R. y Botey López, J. (2020). Glosario de marketing digital. Editorial UOC. https://elibro.net/es/ereader/uab/167260

Sainz, D. V. A. J. M. (2018). El plan de marketing digital en la práctica. ProQuest Ebook Central https://ebookcentral.proquest.com

Sprint: How to Solve Big Problems and Test New Ideas in Just Five Days https://www.amazon.com/Sprint-Solve-Problems-Test-Ideas/dp/150112174X

Website Optimization: An Hour a Day - Rich Page

http://www.amazon.es/Website-Optimization-An-Hour-Day-ebook/dp/B007XLTKOQ/ref=sr_1_fkmr0_1

Parte D: Estrategia Digital

Evert Gummeson (2012): "Total Relationship Marketing", Routledge Publishing

Francis Butle and Stan Maklan (2015): "Customer Relationship Management: Concepts and Technologies", 3rd Edition, Routledge Publishing. https://books.google.es/books?id=slGhBgAAQBAJ&lpg=PR6&ots=RtDwKsT_j&dq=Francis%20Buttle&hl=ca&pg

Growth Hacker Marketing: A Primer on the Future of PR, Marketing, and Advertising https://www.amazon.com/Growth-Hacker-Marketing-Primer-Advertising/dp/1591847389/ref=pd_lpo_sbs_14_t_0

Kumar & Werner Reinartz (2018): "Customer Relationship Management: Concept, Strategy, and Tools", 3rd Edition, Springer Publishing

Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity https://www.amazon.com/Web-Analytics-2-0-Accountability-Centricity/dp/0470529393

 


Software

WePanel (cPanel).

Wordpress.

Google Analytics.

Google Ads.

Salesforce.

Screaming Frog.

Mail Chimp.

Redes sociales: Facebook, Youtube, Twitter, Tik Tok, Instagram, Pinte

 


Language list

Name Group Language Semester Turn
(TEm) Theory (master) 1 Spanish second semester morning-mixed