General information

Subject type: Optional

Coordinator: Monica Juliana Oviedo León

Trimester: First term

Credits: 4

Teaching staff: 

Bruno Gabarrón Leiva

Teaching languages

  • Spanish

Some resources may be in English.


Basic skills
  • CB1. That students have demonstrated knowledge and understanding in a field of study that is based on general secondary education, and is usually found at a level that, while supported by advanced textbooks, also includes some aspects. involving knowledge from the forefront of their field of study.

  • 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. .

  • CB3. That students have the ability to gather and interpret relevant data (usually within their area of ​​study) to make judgments that include reflection on relevant social, scientific, or ethical issues.

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

  • CB5. That students have developed those learning skills necessary to undertake further studies with a high degree of autonomy.

Specific skills
  • CE1. Recognize the environment in which the organization operates, the operation of the company and its functional areas and the instruments of analysis.

  • CE2. Apply the principles of marketing and market research

  • CE4. Analyze and evaluate strategies for developing, launching and positioning new products, as well as making decisions regarding the variable of the product, price, distribution and communication.

  • CE5. Recognize the particularities of marketing activity in sectors of activity with specific characteristics.

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

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

  • CE10. Analyze and evaluate the role of digital communities and social media in business.

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

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

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

  • CT5. Develop tasks applying the knowledge acquired with flexibility and creativity and adapting them to new contexts and situations.


The main objective of the subject "Ecommerce acquisition strategies" is to know how to define an eCommerce acquisition strategy, using the different current acquisition channels.

Based on the different topics, we will work with the definition of a strategy and the different actions that make it up, depending on the type of client we have, their objective and the audience we want to impact.

Once the subject is finished, the student must be able to define a strategy and plan the actions corresponding to the different channels available, in order to achieve the goal set by any person who owns an eCommerce.


  1. Introduction to the subject.
  2. Customer onboarding.
  3. The marketing funnel.
  4. Meta Ads.
  5. Google Ads.
    1. Search.
    2. Display.
    3. Shopping.
    4. YouTube.
    5. discovery.
    6. Performance Max.
  6. TikTok Ads.
  7. Strategies for special dates (Black Friday, Christmas, Valentine's Day, etc.).

Evaluation system

SE1 Participation in classroom activities: 15%

SE2 Group work: 40%

SE3 Exposures: 15%

SE4 Final exam: 30%


Requirements to pass the subject:

- People who do not obtain at least a grade equal to or higher than 5 in the final paper, will not pass the subject, even if the average, taking into account the grade of the other assessments, is passed.

- People who do not obtain at least a grade equal to or higher than 5 in the final exam, will not pass the subject, even if the average, taking into account the grade of the other assessments, is passed.



- The activities proposed in the classroom, the exhibitions and the final work, are not recoverable.

- The final exam is recoverable. The grade of the make-up exam must be equal to or higher than 5 in order to pass.