Subject: Digital Marketing and E-Commerce

Scientific Area:



40 Hours

Number of ECTS:




Overall objectives:

1 - The aim of this course is to introduce the main concepts of Digital Marketing. It is intended that the students become able to understand the important topics in planning and evaluation of consumer-focused digital marketing strategies aligned with the company's strategy. Students will develop some of the key analytical skills, planning and implementation of the necessary tools to solve with relevance and effectiveness problems related to the program content.


1 - Introduction to Digital Marketing
2 - Digital Marketing Strategic
3 - Digital Marketing Mix
4 - E-Commerce and Online Presence
5 - Online Consumers
6 - Online Marketing and Advertising Strategies and Tools
7 - Social, Mobile, and Local Marketing and New Trends


Chaffey, D. , 2015 , Digital Business and E-Commerce Management (6th Ed.) , Pearson Education Limited
Chaffey, D. & Ellis-Chadwick, F. , 2019 , Digital Marketing: Strategy, Implementation and Practice (7th Ed.) , Pearson Education Limited

Assesssment methods and criteria:

Classification Type: Quantitativa (0-20)

Evaluation Methodology:
Students are guided and encouraged to relate the course content covered in lectures (where is presented and discussed the theoretical principles of the program and where cases and issues are approached and students have the opportunity to use the concepts, ideas and strategies presented in class). The evaluation in the "epóca normal" consists of two element: one written tests (50%) and one work group or individual work (50 %). The evaluation in the "epóca de recurso" is based on the full content of the UC