Subject: Digital Marketing

Scientific Area:



64 Hours

Number of ECTS:




Overall objectives:

1 - The aim of this Curricular Unit (CU) is to present theories and examples that new technologies can contribute to the redefinition of the organization´s strategy. Students are expected to be able to understand how new technologies can be integrated into commercial policy, as a mean of communication and as a distribution channel of products, brands and prices.


1 - Fundamentals of Digital Marketing
1.1 - Introduction to Digital Marketing
1.2 - The Online Microenvironment
1.3 - The Macro Online Environment
2 - Development of Digital Marketing Strategy
2.1 - The Digital Marketing Strategy
2.2 - Technology and Marketing Mix
2.3 - Relationship through digital platforms
3 - Implementation and management of Digital Marketing


Chaffey, D. & Ellis-Chadwick, F. , 2016 , Digital Marketing: Strategy, Implementation and Practice , Pearson Education Limited
Kotler, P. & Armstrong, G., , 2017 , Principles of Marketing, Global Edition , Pearson Education
Kotler, P,. Kartajaya, H e Setiawan, I. , 2017 , Marketing 4.0, Moving from Traditional to digital , Pearson Education Limited
Li, C. & Bernoff, J. , 2011 , Groundswell: Winning in a world transformed by social technologies , Harvard Business School Press
Salt, S. , 2011 , Social location marketing: Outshining your competitors on foursquare, gowalla, yelp & other location sharing sites , QUE
Scott, D. , 2014 , The new rules of marketing of Sales and Services , John Wiley & Sons, Inc

Assesssment methods and criteria:

Classification Type: Quantitativa (0-20)

Evaluation Methodology:
The students are oriented and encouraged to relate the programmed contents to theoretical classes (where they present and discuss the theoretical principles of the program) and theoretical-practical classes (in which cases and problems are discussed, where students will have the opportunity to use concepts, ideas and strategies presented in class). The evaluation consists of two elements: two written tests (50% + 50%), both with a minimum grade of 8.00. The assessment in the Appeal Period is based on the full content of the UC.