General information


Subject type: Optional

Coordinator: Enric Camón Luis

Trimester: Second term

Credits: 6

Teaching staff: 

Ma Cristina Pérez Pietri

Teaching languages


  • Spanish

Skills


Basic skills
  • B4_That students can convey information, ideas, problems and solutions to both specialized and non-specialized audiences

     

  • B5_That students have developed those learning skills necessary to undertake further studies with a high degree of autonomy

Specific skills
  • E3_Analyze and evaluate the information in the financial statements, applying legal criteria or defined by the company, evaluate the economic performance and prepare financial reports that are used for decision making

     

  • E5_Analyze business contexts, identify markets and customers and establish marketing strategies through the use of advanced and innovative techniques.

     

  • E9_Use mathematical tools and advanced statistical tools for decision making and contrasting various economic assumptions

     

  • E12_Generate strategic skills by considering the operating environment as a project and establishing long-term, large-scale guidelines

     

  • E15_Collect and interpret significant data to make judgments that include a reflection on relevant issues in the business field and be able to prepare a document that allows the transmission of information or an innovative business proposal.

     

General competencies
  • G1_Be able to work in a team, actively participating in tasks and negotiating dissenting opinions until reaching consensus positions, thus acquiring the ability to learn together with other team members and create new knowledge

  • G2_Be able to innovate by developing an open attitude to change and be willing to re-evaluate old mental models that limit thinking

Transversal competences
  • T5_Develop tasks applying, with flexibility and creativity, the knowledge acquired and adapting it to new contexts and situations

     

Description


 

 The course syllabus aims to introduce the structure of digital advertising campaigns, the practical elements to launch and manage Digital Marketing campaigns on Social Networks (Facebook and Instagram) as well as the strategies and elements of analyzes and KPIs that will allow measuring their effectiveness. 

Carrying out the activities will allow: 

  • Put into practice the knowledge acquired during the learning process. 
  • Analyze real cases of advertising campaigns carried out through Facebook & Instagram. 
  • Use different resources for the creation and optimization of advertising campaigns through social networks. 

Contents


 

  1. Online advertising. key concepts 
  2. Branding. Brand Purpose 
  3. Advertising campaigns. type 
  4. Data, Target, Target audience. Generation of audiences. 
  5. Introduction to Facebook and Instagram Ads Business Manager. Creating an ad account. 
  6. The conversion funnel. Strategic approach and initial definition. 
  7. Targets and types of campaigns available. 
  8. The segmentation of your campaigns: a key element. 
  9. Generation of audiences and personalized audiences. 
  10. Tools and resources for advertising and tracking campaigns. The Facebook Pixel, API & other resources. 
  11. Analysis of real examples and results. KPIs. 
  12. Reports and analysis of the results of your campaigns. Improvement of results. 

Evaluation system


The subject will be taught face-to-face 2 days a week and practical activities will be proposed to be developed independently in the classroom. 

  1. Theoretical sessions which will serve to establish the key concepts about the generation of advertising campaigns through digital media and the available resources. 
  2. Practical sessions: Work in group 
  3. Individual work 

The evaluation of the subject will include the delivery of the following practical activities: 

  1. Optimizing Business Manager and creating an ad account. (5%)
  2. Analysis of previous data (Customer Journey - Target) to determine a strategy adapted to the business area to be worked on: fashion, sports, entertainment, food, personal care, etc. (5%)
  3. Strategic approach to an advertising campaign in social networks based on a conversion funnel. (5%)
  4. Creation of an optimized ad campaign proposal (Creative Hub) according to the distribution channels: stories, feed, news, marketplace, etc. (10%)
  5. Case study analysis. (5%)
  6. Final project: Customer Journey, Target, Campaign Briefing and Advertisements (30%)
  7. Exam: 40%

It will be mandatory to pass the subject to complete all 5 initial activities prior to the final project proposed during the course. 

To pass the subject it is necessary: ​​That the final grade average is equal to or higher than 5 points. A student who has not applied for the first call CANNOT apply for recovery. 

REFERENCES


Basic

A New Level of Transparency for Ads and Pages [nd]. (Accessed: 10/12/2024) A New Level of Transparency for Ads and Pages. https://newsroom.fb.com/news/2018/06/transparency-for-ads-and-pages/ 

Facebook topic, recommended practices (December 10, 2024) Benefits of personalized advertising for small businesses. https://www.facebook.com/business/news/the-power-of-personalized-ads-in-supporting-small-businesses 

 

Prestigia Online, Perez, Ma. Cristina (10/12/2024) Facebook Ads or Google Ads What should I use in my business? [Blog publication.] Retrieved from: https://www.prestigia.es/blog/facebook-ads-o-google-ads-cual-utilizar-en-mi-negocio/ 

Seiler, S., Yao, S. (2017). The impact of advertising along the conversion funnel. Quant Mark Econ 15, 241-278 https://doi.org/10.1007/s11129-017-9184-y