Digital Marketing

Digital Marketing

Hours: 45

Credits: 6 ECTS
Office hours: to be communicated the first day of class

Course Description

Online Marketing in the Digital Era offers a comprehensive exploration of contemporary digital marketing. Over the course of 25 sessions, students will delve into various facets of online marketing, equipping them with the knowledge and skills necessary to navigate the ever-evolving digital landscape effectively.

The course commences with an introduction to online marketing, tracing its evolution and the profound influence of the internet on marketing practices. Students will explore the historical development of the internet, from its prehistory to the Web 2.0 era, and its transformative impact on marketing.

Throughout the program, students will gain insights into crucial digital marketing strategies, including social media marketing, advertising, content creation, search engine optimization, and email marketing. They will also discover the role of artificial intelligence in marketing, web analytics, and data-driven decision-making.

The curriculum covers contemporary topics such as influencer marketing, mobile marketing, online reputation management, and ethical considerations in social media marketing. Additionally, students will delve into B2B marketing strategies, social media ethics, and final exam preparation.

By the course's conclusion, students will be well-prepared to navigate the complex world of digital marketing, armed with practical skills and a deep understanding of industry best practices.

Learning Objectives

Comprehend Online Marketing's Evolution 
Comprehend Social Media Marketing 
Basics in SEO and SEM Strategies Harness 
AI in Marketing
Apply Data-Driven Decision-Making

Formative Activities 
Academic activities will be developed by means of different didactic strategies. These activities will represent a 
30% of the final grade and will be the following:
1. Social Media Post Mockup (Week 3 - Social Media Marketing)
- Objective: Apply basic social media marketing concepts.
- Activity: Students create a mockup of a social media post using Canva. They practice crafting engaging 
content and visuals while considering the platform's audience
2. Website Homepage Mockup (Week 6 - Search Engine Optimization)
[3]
-Objective: Implement fundamental SEO elements.
- Activity: Using Balsamiq, students design a mockup for a website's homepage. They focus on creating a 
user-friendly layout and incorporating basic SEO elements like clear headings and relevant keywords.
3. Email Header Design (Week 9 - Email Marketing Strategies)
- Objective: Learn email marketing design principles.
- Activity: In Canva, students design a mockup for an email marketing header. They practice email design 
basics, including branding and visual appeal.
4. Product Landing Page Sketch (Week 12 - Conversion Rate Optimization)
- Objective: Explore CRO with a simplified landing page.
- Activity: Students use simple pen-and-papersketchesto create a mockup for a product landing page. They 
focus on basic CRO concepts, like clear call-to-action placement
These activities are more straightforward and suitable for students who may be new to digital marketing 
concepts. They provide practical experiences while reinforcing essential skills and aligning with the course 
curriculum.
5. Online Advertisement Mockup (Week 15 - Mobile Marketing Strategies) 
Objective: Apply mobile marketing concepts to online advertisements.
Activity: Students create a mockup for a mobile-friendly online advertisement, such as a banner ad or a 
sponsored social media post. They focus on designing ads that capture mobile users' attention and adhere to
best practices discussed in the course.

Methodology

The course methodology integrates lectures, discussions, and practical activities. Lectures deliver foundational 
knowledge, while discussions promote critical thinking and engagement. Practical activities, like mockup creation, 
apply concepts in a real-world context. Formative assessments, such as mockup assignments, reinforce learning. 
Midterm and final exams evaluate comprehension and knowledge retention. Collaboration and teamwork are 
encouraged throughout the course, enhancing students' understanding of online marketing principles through 
theoretical learning and practical application.

Evaluation
The form of assessment is based on the core principles of the educational assessment, i.e., an active and 
participative teaching-learning process focused on the learner. The instructor uses numerous and differentiated 
forms of assessment to calculate the final grade received for this course. For the record, these are listed below.
The content, criteria and specific requirementsfor each assessment category will be explained in greater detail in
class

Grading systemIn the Spanish educational system, it is required to quantitatively express the result of each student’s 
evaluation. In order to do so, Nebrija faculty uses different strategies and instruments such as: papers, 
exams, tests, projects, self-evaluation activities, etc. In order to issue a final grade for the Spanish Plus 
programs the following scale is established:
 30% Attendance and active participation in class
 30% Daily work/ Papers/ Essays
 40% Exams/ Final papers or projects*
Therefore, the final grade is the average between attendance and participation, daily work and exams, 
presentations, projects and essays.
Active participation in class is evaluated by means of different activities such as:
 Activities and exercises correction;
 Reflection upon the different contents in the course;
 Oral activities (individual, in pairs or in groups). Fluency, correction, adequacy and relevance are 
taken into account;
Daily work makes reference to any activity or task that is done inside or outside of the classroom, whether during
the class time or at any other time.
Exams/ Final papers or projects
The course includes a midterm and a final written exam on theoretical concepts and course facts. If a student, 
unjustifiably, does not do or submit an exam, paper or project, it will be graded with a ‘0’

Exams/ Final papers or projects
The course includes a midterm and a final written exam on theoretical concepts and course facts. If a student, unjustifiably, does not do or submit an exam, paper or project, it will be graded with a ‘0’.
* A minimum grade of 5 must be obtained in a final exam/ final project in order to pass the course.

Warning on plagiarism
When writing a University paper or essay and reference is made to certain authors, it is mandatory to cite them by means of a footnote or a direct reference. In no case it is acceptable that a student uses a text, no matter how brief it is, written by somebody else without putting it in inverted commas, as this means s/he is trying to make it look as his/her own. This is called plagiarism and in a university context it could be penalized with expulsion.

For a PDF version of this syllabus, please contact your ISA Madrid Program Manager.