Higher Programme in Online Communication and Marketing
FUNDAMENTALS OF ONLINE MARKETING At this point, an update will be made on the concepts of online marketing and its evolution from traditional marketing.
E-COMMERCE: HOW TO SELL ON THE INTERNET In this area we will look at the different online business models, the e-commerce business plan and its viability, as well as various existing platforms in the market with their associated payment, security and logistics models.
THE COMPANY ON THE WEB In this area the student will learn the characteristics that a website must have in order to get the most out of it: usability, accessibility, architecture and web analytics.
SOCIAL NETWORKS AS AN ADVERTISING MEDIUM This module will give us the keys to maintain a correct approach, management and control of Social Networks, understood today as key factors in advertising media, thanks to the constant approach they have with the majority of end consumers.
THE COMMUNITY MANAGER At this point we will talk about the figure of a Community manager, their tasks, basic working tools and the need to be able to listen, share, energise, analyse and improve what is said about their company.
SEARCH ENGINE MARKETING: SEO/SEM In this area the student will work on search engine positioning (SEO) and promotion on search engines (SEM), from the previous stages to the monitoring of the work done.
GOOGLE ANALYTICS (web analytics) This area provides information about the website traffic and the effectiveness of the marketing plan. Thanks to powerful, flexible and easy-to-use features, we can see and analyse traffic from a completely different perspective.
ONLINE MEDIA PLANNING. AFFILIATE MARKETING In this area we will study how to get advertising messages to the largest number of people in the target audience, studying the most suitable media and supports for each occasion, as well as the options for affiliate marketing to reach a certain target customer.
BRANDING AND CREATIVITY Differentiating is increasingly difficult. For this reason, in this module we will study "branding", that is, the power of the brand, as a differentiating element. In addition, we will work on creativity as the key to generating original ideas and breaking down the borders that exist between the different media
IMAGE EDITING AND LAYOUT In this module the student will acquire knowledge related to the most common tool for image processing: photoshop. We will work on techniques such as image control, layers, adjustments, colour corrections, masks, etc.
ONLINE REPUTATION This module shows that reputation is not under the absolute control of the subject or the organisation, but is also 'made' by other people when they talk and give their opinions, so it is especially important on the Internet to be aware of the possible reactions of different stakeholders.
EMAIL MARKETING This area shows the necessary knowledge for the use of email for communication and commercial purposes, so that by sending emails to customers can be kept informed about products or services.
MOBILE MARKETING In this module we will develop the activity dedicated to the design, implementation and execution of marketing actions carried out through mobile devices.
VIRAL MARKETING /BUZZ MARKETING At this point we will work on the technique of viral marketing, understood as a tool that uses social networks and other electronic media to produce exponential increases in "brand recognition".
PREPARATION OF A BUSINESS PLAN In this last module of the programme, the student will work on the keys to preparing and structuring a complete online business plan, studying budgets, objectives, etc. macos/deepLFree.translatedWithDeepL.text