1. 1. Introduction to Digital & Offline Marketing
1.1. Introduction to the basic concepts of digital and offline marketing
1.2. The evolution of marketing in the digital age
1.3. Digital and offline marketing channels
2. Buyer Persona – Target Audience
2.1. What is the Buyer Persona? The new relationship with the Buyer Persona
2.2. Market Segmentation vs Buyer Persona
2.3. Useful tools for creating buyer persona
3. Customer Journey
3.1. What is the customer journey and why is it important?
3.2. The stages of the customer journey: Awareness, consideration, decision, and post-purchase
3.3. How to map an effective customer journey for a campaign
3.4. Introduction to email marketing and best practices
3.5. Understanding how Customer Relationship Management (CRM) systems work
3.6. Email marketing tools
4. Sustainable and Ethical Marketing
4.1. Definition of sustainable marketing and ethical principles
4.2. Corporate Social Responsibility (CSR) and its impact on brand image
4.3. How to communicate sustainable values without falling into greenwashing
4.4. Ethical marketing strategies: transparency, honesty, and customer respect
5. Organic Search Engine Positioning (SEO)
5.1. Introduction to the fundamentals of SEO
5.2. Learning how to conduct keyword research
5.3. Types of SEO: on-page (content optimization) and off-page (external links)
5.4. Content optimization: titles, meta descriptions, H1–H3 tags
6. Search Engine Advertising and Google Platforms (SEM)
6.1. What is SEM (Search Engine Marketing) and how it differs from SEO
6.2. Introduction to Google Ads: setting up a basic campaign
6.3. SEM campaign structure: keywords, ads, ad groups, budget
7. Social Media Marketing
7.1. Analysis and evolution of Social Networks
7.2. Integration of the Social Networks plan in the company's marketing strategy.
7.3. Social Networks as a communication tool in the company
7.4. Content creation from the marketing strategy
7.5. Infuencer Marketing
8. Strategy Types and Integration of Digital Tools
8.1. Developing an integrated digital strategy plan
8.2. Planning a campaign that combines SEO, SEM, social ads, and email marketing
The evaluation criteria is mainly based on:
1. 60% will come from 5 team work that will be done and also
oral presented.
2- The final test will represent 30%
3- Class attendance of at least 13 classes will guarantee 10% of the final grade
Specific criteria for the "No show" grade:
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Single Assessment:
ue to the characteristics of this subject, the single evaluation option is not contemplated. The connections, learning strategies and competencies that this subject imply a continuous maturation work in which, progressively, the students obtain feedback from the various assessments thanks to the continuous evaluation. The various assessment tasks that are contemplated are intended from a progress in the complexity so that the students are consolidating and reinforcing the learning and competencies to be achieved.
Minimum requirements to pass:
To consider the subject passed, a minimum grade of 5 must be obtained