General information

Subject type: Optional

Coordinator: Monica Juliana Oviedo León

Trimester: Third term

Credits: 4

Teaching staff: 

Bruno Gabarrón Leiva

Teaching languages

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.

A partir dels diferents temes, treballarem amb la definició d'una estratègia i les diferents accions que la composen, depenent del tipus de client que tinguem, el seu objectiu i públic al qual es vol impactar.

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.

Learning outcomes

  • Conèixer i saber aplicar accions en els diferents canals d'adquisició de vendes d'un eCommerce.
  • Saber plantejar una estratègia segons l'objectiu de l'eCommerce.
  • Saber definir les accions que formaran part de l'estratègia.
  • Saber identificar i diferenciar en quin moment de l'embut de compra està cadascun dels clients del eCommerce i definir accions específiques per a cadascun d'ells.

Working methodology

Theoretical sessions
MD1.Master class: Expository class sessions based on the teacher's explanation attended by all students enrolled in the subject.
MD2. Lectures: Face-to-face or streaming sessions, both in university classrooms and in the framework of another institution, in which one or more specialists present their experiences or projects to students.
MD3. Presentations: Multimedia formats that support face-to-face classes.

Guided learning
MD5. Seminaris: Format presencial en petits grups de treball. Són sessions lligades a les sessions presencials de l'assignatura que permeten oferir una perspectiva pràctica de l'assignatura i en la qual la participació de l'estudiant és clau.
MD7. Case study: Dynamics that starts from the study of a case, which serves to contextualize the student in a specific situation, the teacher can propose different activities, both individually and in groups, among their students.


  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. Organic management of Social Networks.
  8. "Influencer Marketing".
  9. Strategies for special dates (Black Friday, Christmas, Valentine's Day, etc.).

Learning activities

AF1. Theoretical sessions
AF2. Seminars
AF3. Work in group

Evaluation system

SE1 Participation in classroom activities: 15%

SE2 Treball grupal: 40%

SE3 Exposures: 15%

SE4 Final exam: 30%


Requirements to pass the subject:

- Les persones que no obtinguin com a mínim una nota igual o superior a 5 al treball final, no aprovaràn l'assignatura, encara que el promig, tenint en compte la nota de les altres avaluacions estigui aprovat.

- Les persones que no obtinguin com a mínim una nota igual o superior a 5 a l'examen final, no aprovaràn l'assignatura, encara que el promig, tenint en compte la nota de les altres avaluacions estigui aprovat.



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

- L'examen final és recuperable. La nota de l'examen de recuperació ha de ser igual o superior a 5 per poder aprovar.