Goal

Provide students with introductory technical and practical knowledge to be able to exercise and carry out Digital Marketing policies and strategies in a creative and innovative way:

• Define which communication channels exist within the scope of Digital Marketing
• Identify your mix variables and valences of each
• Define integration in the development of the Marketing strategy.

Program
1. INTRODUCTION TO DIGITAL MARKETING

Online Marketing and Advertising

2. DISPLAY ADVERTISING

Display Advertising – caracterísctias e benefícios

3. EMAIL MARKETING

Data base

Types

Tracking e Spam

4. SEARCH ENGINE MARKETING

Search engines: functionality, advantages and benefits

Typologies

Check-List

Strategies

Mystery shopper

5. MOBILE MARKETING

Typology

Tools and Channels

6. SOCIAL MEDIA MARKETING

Web 2.0: Intro, Potentials and Advantages

Social Networks: Potential and advantages of each

Customization Social Media

Strategy

7. WEB ANALYTICS

Introduction

Metrics

Google Analytics

8. DIGITAL MARKETING PLAN

Design

Pillars

Strategy and execution