General information

Subject type: Mandatory

Coordinator: Monica Juliana Oviedo León

Trimester: Third term

Credits: 6

Teaching staff: 

Antonio Caparrós Zaragoza
Elisabeth Guillén Amaro 

Teaching languages

  • Catalan

Some materials may be in English. 


Basic skills
  • CB2. That students know how to apply their knowledge to their work or vocation in a professional way and possess the skills that are usually demonstrated through the elaboration and defense of arguments and the resolution of problems within their area of ​​study. .

  • CB4. That students can convey information, ideas, problems and solutions to both specialized and non-specialized audiences.

Specific skills
  • CE6. Synthesize and evaluate marketing strategies for the internationalization of business activity.

  • CE9. Apply technological tools for the use of business resources through Marketing.

  • CE13. Identify the basic tools of e-Marketing.

  • CE14. Apply the knowledge acquired to the management of digital communities.

  • CE15. Gather and interpret meaningful data to make judgments that include reflection on relevant business issues and be able to prepare a document that allows for the transmission of information or an innovative business proposal.

General competencies
  • CG1. Be able to work in a team, actively participate in tasks and negotiate in the face of dissenting opinions until reaching consensus positions, thus acquiring the ability to learn together with other team members and create new knowledge.

Transversal competences
  • CT1. Communicate properly orally and in writing in the two official languages ​​of Catalonia.

  • CT4. Master computer tools and their main applications for ordinary academic and professional activity.


Analysis of the main paid advertising channels on social networks and search engines. Analysis and elaboration of SEM and Display campaigns. Fundamentals and evolution of the main advertising options on different social platforms.


Topic 1. Introduction to search engine marketing  

  • Online Marketing vs. Offline Marketing. A new paradigm
  • Search Engine Basics: What Are They And How Do They Work?
  • What is SEM and where can we do SEM?
  • SEO vs SEM.
  • Basic metrics and KPIs of search engine marketing

Topic 2. Search engine marketing with Google Adwords  

  • Getting started: Getting to know Google Adwords and its interface
  • Campaign design and distribution by channel type
  • The role of the Landing Page
  • Measurement of results and integration with Google Analytics

Subject 3. Advertising in Social Networks  

  • Ability to segment audiences through these social networks.
  • Facebook & Instagram: Company pages on Facebook and the relevance of posts. Types of advertising.
  • Twitter: Sponsored posts on Twitter. 
  • Other social networks: Youtube, Pinterest

Evaluation system

SE4. Assessment tests (theoretical-practical): 40%

SE2. Google Ads Search Group Practice: 30%

SE3. Google Ads Display group practice 15%

SE5. Group practice Network Campaign: 15%

It is necessary for the students to carry out the different campaigns that are requested in the subject.
Each working group will be responsible of the overall management of all parts of these campaigns including budget creation, design, optimization and management.


To pass the subject, it is necessary that the final exam (SE4) has a grade equal to or higher than 50 out of 100.
Group work is NOT recoverable; since the different and independent campaigns will allow the student to see if she is doing it correctly or not.


  • Activities/Works:

- The cases (individual and group) will be submitted via moodle with a deadline usually of 9am on the designated date (check each time limit on the moodle itself). The date of each task is marked in the Schedule and will be discussed in the first class of the subject. If there is any confusion between the schedule and moodle delivery dates, the moodle one always prevails.

- Submissions via e-mail or other means other than the moodle assignment will not be accepted.

- Tasks handed in beyond the final date and up to 24 hours later will have 1 penalty point on the grade. No assignment will be accepted beyond 24 hours, and results in a zero to the assignment under any circumstances.

- In the case of repeat students: The grade of an assignment is maintained only if it is higher than 7 out of 10, and only in one call. If these requirements are not met, the student must do the group work like the rest of the students.
Under no circumstances can work be performed individually or an improvement made on previous deliveries (work will be assessed from scratch like any other work)

- Group work cannot be done individually under any circumstances.

  • Exams:

- The exams are face-to-face and under no circumstances can they be taken online.

- The recovery exam not more recovers the mark of the exam of first call.

- A student who has not appeared in the first call CANNOT appear in the recovery.

  • Miscellaneous:

- Any condition that entails the suspension of the subject, is direct and without the possibility of recovery.
These assumptions are indicated directly in the related subjects (group work, rules of conduct, etc.)



Advanced Google AdWords, Brad Geddes. Ed Sybex 3rd Edition

Google Adwords, Enrique del Valle. Altaria Editorial


The Cluetrain Manifesto, David Weinberger and Christopher Locke. Ed Deusto

The New Rules of Marketing and PR, David Meerman Scott. Ed Wiley 4th Edition

PPC Cast (Podcast):