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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.
CE1. Recognize the environment in which the organization operates, the operation of the company and its functional areas and the instruments of analysis.
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.
CE6. Synthesize and evaluate marketing strategies for the internationalization of business activity.
CE9. Apply technological tools for the use of business resources through Marketing.
CG2. Be able to innovate by developing an open attitude to change and be willing to re-evaluate old mental models that limit thinking.
CT4. Master computer tools and their main applications for ordinary academic and professional activity.
The main objective of this elective is for students to learn about professional marketing tools, as well as how they work through the use of the tools in the classroom.
The elective is designed to be eminently practical, but always reasoning why we use one tool or another.
Thanks to the Marketing tools we can design, manage and optimize the marketing strategy of a business. With them we can:
Topic 1: WEB, SEO and SEM tools
Topic 2: Web Analytics Tools
Topic 3: Social Networks Tools
Topic 4: Analysis and competition tools
Topic 5: Inboud Marketing tools
SE.7 Final exam (theoretical-practical): 40%
Topic 1: WEB, SEO and SEM tools
SE 1. SEO and SEM Audit Practice. 10%
SE 2. Practice Domain, Hosting and Landing. 10%
Topic 2: Web Analytics Tools
SE 3. Installation of Google Analytics, Google Tag Manager, Google Search Console and programming of the Looker Studio report. 10%
Topic 3: Social Networks Tools
SE4. Practice Audit and Social Networks Plan. 10%
Topic 4: Analysis and competition tools
SE5. Partial test-type exam. 10%
Topic 5: Inboud Marketing tools
SE6. Inboud Marketing Practice: 10%
It is necessary for the students to carry out the different practices that are required in the subject. Each working pair will be responsible for the overall management of all parts of the subject. The subject is approved if the overall average is equal to or higher than 5, regardless of whether any of the parts have been suspended.
Exams:
- The exams are face-to-face
- The make-up exam only recovers the grade of the first call exam.
- 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.)
Rojas, Pedro (Rojas Aguado). Community management in a week. Barcelona: Gestión 2000, cop. 2011
Macia Domene, Fernando. Advanced SEO: almost everything I know about web positioning. Madrid: Anaya Multimedia, 2019
Sanagustín Fernández, Eva. Content plan for social media. Barcelona: Editorial UOC, September 2017.