Universidad Pública de Navarra - Nafarroako Univertsitate Publikoa
Public University of Navarre
| Course code: 710506 | Subject title: Digital Marketing in International Environments | ||||
| Credits: 4 | Type of subject: Mandatory | Year: 1 | Period: 1º S | ||
| Department: Gestión de Empresas | |||||
| Lecturers: | |||||
| ARAMENDIA MUNETA, MARIA ELENA (Resp) [Mentoring ] | |||||
Contents
The marketing paradigm has transformed with the rise of digital technologies. Companies today face a constant proliferation of social media channels, the growing power of connected customers, and an explosion of new digital tools. This course is based on the use of ICTs in marketing practices
Learning outcomes
RA14. Recognize the value creation potential of different digital marketing tools.
RA15. Manage the relevant elements for designing the digital strategy of organizations in the international context.
Methodology
Among the activities constituting the course are, therefore, lectures and practical assignments:
- In the lectures, the lecturer presents the critical concepts of the subject and proposes practical assignments to apply the concepts.
- In practical sessions, three case studies will be discussed in small groups of students.
Evaluation
| Learning outcome |
Assessment activity |
Weight (%) | It allows test resit |
Minimum required grade |
|---|---|---|---|---|
| RA14. Recognize the value creation potential of different digital marketing tools. | Exam | 70% | Yes | Yes (5/10) |
| RA15. Manage the relevant elements for designing the digital strategy of organizations in the international context. | Individual and teamwork | 30% | No | No |
Agenda
1. Scope and operation of the main search engines and directories.
- Geolocation and geoblocking.
- Keywords: Defining the audience
- Keyword identification and keyword management tools
- Google tools: Google Trends, Market Finder, Google Analytics.
2. Basic principles of SEO
- Key search engine optimization factors
- Search engines among countries
3. Basis principles of SEM
- Google Adwords. Display or Search
- How to create a campaign in Adwords
- Adwords Preview
- Measuring success
4. Basic principles of SMO
- Social Media Optimisation
- Social Media among countries
- KPIs principles.
5. Creating a digital marketing strategy
- The AAARRR funnel: Channels and metrics
- Flywheel models for growth
- Applications to different business models
6. Building a full-funnel strategy
- Setting up groups and selecting companies
- Defining the marketing plan
- Selecting the channels, metrics, and tactics...
7. Building a product/service landing page
- Best practices
- Available tools
- Building a landing page with Hubspot
8. Building and measuring a digital marketing campaign
- Best practices
- Creating Email, Social Media campaigns, Display or Google Ads campaigns, or Video Campaigns.
- Measuring success
Bibliography
Access the bibliography that your professor has requested from the Library.
Basic :
Chaffey, D., & Ellis, F.-E. (2019). Digital Marketing: Strategy, implementation and practice (7th Edition). Harlow: Pearson.
Chaffey, D. & Smith, P. R. (2017). Digital marketing excellence: planning, optimizing and integrating digital (5th Ed.). Oxon: Routledge
Basic lecture material (PowerPoint slides) will be made available digital (MiAulario).
Hootsuite. Social Marketing.
Complementary:
Heman, C., & Burbary, Ken (2018). Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World (2nd Edition). Harlow: Pearson.
Kingnorth, S. (2019). Digital Marketing Strategy: An Integrated Approach to Digital Marketing (2nd Edition). London: Kogan Page.
Kotler, P., Kartajaya, H., & Setiawan, I. (2017). Marketing 4.0: Moving from Traditional to Digital. New Jersey: John Wiley & Sons.
Page, S. (2015). Digital Neuromarketing: The Psychology of Persuasion in the Digital Age. Neuro Triggers.
Stokes, R. (2018). Emarketing: The essential guide to marketing in a digital world (6th Edition). Cape Town: Red & Yelow.