PDM

_

Program in

Digital Marketing

Incorporate digital media into your marketing

strategy

Heads of marketing and communicationProduct managers Heads of client managementHeads of advertisingHeads of technologyHeads of e-commerceProfessionals and heads of business development Advertising agencies professionals Managers of SMEs

Aimed at...

Learn how to integrate and make the most of modern digital media for marketing strategies, sales, advertising and brand communication

Objectives

Creation and development of SEM and SEO campaigns

Understand usability to create websites focused on clients

Learn about digital marketing plans, Internet promotion and communication plans and their metrics, always focusing on ROI

How to promote customer loyalty and develop links with clients, managing relationships and increasing their value

How to measure and optimise processes in websites using web analytics

Generating and qualifying leads through e-mail marketing, social media, co-branded actions, PR 2.0, buzz, viral marketing...

Learn the pillars of electronic commerce to create an online store

Integrate social networks in the relationship and experience of clients with brands

The most comprehensive and intensive digital marketing course

“The advanced program in digital marketing, will allow you to achieve all the skills and knowledge that you need in order to develop and implement any Digital Marketing Strategy. Nowadays a Digital

Marketing professional needs to have an overview of the digital ecosystem and knowing how to use any of the digital disciplines to achieve the company or campaigns objectives. During the

program you will learn in detail everything you need about the new digital consumer and how to use any of the digital disciplines such as Branded Content, RRSS, SEM/SEO, Web

analytics… and how to measure the ROI of your advertising campaign or marketing plan.”

Elodie PradeillesProgram Director

Head of Marketing of Alain Afflelou

Teachers comprise over 400 outstanding professionals with wide experience in leading companies

José María Baños Co Founder of LetsLawRemi Boudard VP of Supply Side of TAPTAP NetworksMónica Díaz-Ponte Founder of Digital AddictionElsa Fernández Senior Brand Manager of El Corte InglésJosé Luis Ferrero Senior Manager - eCommerce & Business Development of PhilipsAlmudena Miranda Founder & Creator of TrainingYou (ex-googler) Carlos Herrera Business Development Director of Habilmind Santiago Hermosa General Director of Doble OFrancisco Pérez Solutions & Digital Channels in Grupo SantanderElodie Pradeilles Head of Marketing of Alain AfflelouMarc Ribas Team Planification Service in MultiplicaAlexandra Ruiz Digital Marketing ConsultantDavid Tomás General Director of Cyberclick AgentMaría Sandra Yagüe Marketing Executive Director/Sales in Yagüe&Yagüe

Some members of the course’s teaching staff:

Teaching staff is subject to possible changes.

Scan this code to read an introduction by the Program’s Director.

The Advanced Program in Digital Marketing will show you how to maximise the potential of digital media for your brand’s marketing and advertising strategies. You will learn how to create and position a successful website and how to design a contact and communication plan for your clients and prospects using all digital media and new forms of communication (social networks, blogs, etc.).

This course will teach you how to elaborate advertising and marketing strategies to communicate and engage with your clients in order to maximise sales through the Internet. You will also learn the keys to creating and developing an online store.

The Advanced Program in Digital Marketing provides training in the new ways to advertise in an increasingly digital environment; a field where an audience of millions consumes more information and for longer periods than through “conventional” media. You will learn about new digital consumers and how to communicate your product or service successfully through the Internet and new media (mobile devices and digital television), as well as new forms of digital relationships (communities, social networks and blogs) that will allow you to foster loyalty and create links between clients and brands.

Designing and Creating a Digital Marketing Plan

Search Engine Optimization (SEO): How to optimise your website’s search engine positioning naturally

Practical SEM workshop: Designing and Implementing SEM Strategy

How to create websites with your client in mind

Search Engine Marketing (SEM): The basics, options and key points in SEM strategy

Practical workshop: Advanced options in Google Adwords

• History of Digital Marketing and Advertising• Competitive strategies in an increasingly digital,

unipersonal, global landscape• The value chain: advertisers, agencies, media buying

companies, digital media• Major trends in the digital market• Differences between digital and traditional

advertising• Designing a Digital Marketing Plan and setting goals• Segmentation and identification of target audience

online• The digital communications toolbox• Designing an online communications and

promotions plan• Digital marketing metrics• The keys to a successful digital strategy

• Search tools.• How search engines work.• How to get the website indexed for the first time.• How to STOP search engines indexing our website.• Website optimisation.• Planning and strategy to secure optimal positioning.• Positioning in Google:

- Concept of Popularity (PageRank).- Relevance.

• Positioning in other major search engines.• How to avoid techniques which are penalised by search

engines.

• Search Network tools- Keyword tool- Ad preview and diagnosis• Structuring campaigns on search networks (Excel and

Adwords interface)- Setting goals and KPIs- Defining the product to be advertised- Identifying the market (international, national, local)- Setting the budget- Defining ad groups- Selecting Keywords- Setting up keyword matching- Creation of text ads- Selecting destination URLs- Configuration and implementation in Google Adwords

interface• Display Network tools

- Google Ad Planner- Display Planner

• Structuring campaigns in the Display Network (Adwords interface)- Setting goals and KPIs- Defining the product to be advertised- Identifying the market (international, national, local)- Defining budget- Defining segmentation- Defining ad groups- Ad creation- Selecting destination URLs- Configuration and implementation in Google Adwords

interface

• A key concept for a successful website: usability and user experience ( Definition, Attributes, Usability and ROI

• How to create successful websites (User-focused design)- Analysis and requirements- User-experience research methods (Benchmarking,

interviews, surveys, etc.)- Information architecture (card sorting, organisation

criteria, etc.)- Prototyping (wireframes)- Evaluation and testing techniques (usability testing,

remote testing, eye tracking, heuristic evaluations)• Main problems encountered by users online

• Introduction: The goal of a search engine• Basic SEM terminology• SEO vs. SEM• How Google determines ad positions in Google Adwords• Options in Google Adwords• Characteristics and components of a Google Adwords

account• Introduction to SEM strategy – key points

• Advanced location targeting configurations• Experiment configuration• How Segments help with Reporting:• The advantages of the Shared Library• Automated rules• Measuring conversions in Google Adwords• Managing multiple Google Adwords accounts:• Other advanced options

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Analysing ROI for a Digital Marketing Plan

Web Analytics: How to measure and optimise a website’s critical processes

• Online business models• ROI online: the basics and general points• Practical session – ROI calculator (Excel document) to

be provided after the exercise• Methods for calculating internet revenues• Methods for calculating internet cost optimisation• Calculating internet costs• Calculating internet investments• The risk premium, IRR, NPV and Payback• Case studies: calculation of ROI of marketing actions

and programmes.

• Web analytics overview.• Key Performance Indicators.• Tool types.• Google Analytics:

- What does GA offer?- Site overlay.- Internal site searches.- Goals and redirects.- Event tracking- External campaign tracking- E-Commerce tracking.- Website optimizer. A/B Testing y Multivariate Testing

• Advanced Segmentation

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Programme PDM_

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8

Strategies to generate loyalty and retain customers online

How to efficiently manage email marketing campaigns

Generating and qualifying leads in Digital Marketing

The keys to creating an online store

Digital media planning and buying

Keys for a successful Affiliate Marketing programme

Social Media Strategy: Integrating social networks into our digital media plan

• Creation of an online loyalty programme• Plan to increase customer value: segmentation,

personalisation, contact plan, business goals (upselling, cross-selling, offers, etc.)

• Online customer loyalty goals• Generating repeat visits• Loyalty actions with web traffic• Customer relationship management (e-CRM)• Online Member-Get-a-Member (MGM)• Virtual communities

• Email marketing plan:- Step by step campaign management.- Email marketing data bases.

• Creation and communication of offers via email marketing.

• How to create emails that sell.• The structure of an email message.• Different direct response email formats.• How to use mass email tools:

- The benefits of professional emailing tools.• How to avoid spam in your campaigns:

- Tips, tricks and analysis of the spam issue.• Analysis and measurement of fundamental results:

- How can we get to know clients and prospects better?- What variables should we measure?- What kind of reports can we obtain?

• Planning Client Attraction Strategies• Identification of all media, platforms, formats and

opportunities• Keys to efficient online communication• E-mail marketing• Creation of sites for promotion campaigns• Online Product Placement• Online Communications and PR• Identification of related sites for co-branded actions• E-Retailer / promotion through online retailers• Social Media• Contextual advertising• Database creation through online media• Buzz Marketing: Word-of-Mouth Marketing, Buzz,

Viral and Guerrilla Marketing

• Design and implementation of a strategic e-Commerce plan

• Launching an online business: the necessary back-end• The keys to building a successful e-Commerce

website• How to generate and increase e-Commerce sales• Means of online payment and mobile e-Commerce• How to manage Fulfillment and Logistics in

e-Commerce with physical products• E-Commerce in a B2B environment• Balanced scorecard: Optimising customer

information management for e-Commerce• Legal and practical issues around digital advertising

content and e-Commerce

• Display Advertising and Rich Media: Media, formats and platforms

• Players in the online advertising market• Real Time Bidding (RTB)• Planning integrated digital campaigns: how to

maximise ROI• Advertising Investment Scorecard• Campaign negotiation and buying• Main planning tools: types of digital audience

measurement and planning tools

• Key players in the affiliate marketing landscape• Different affiliate campaign models depending on

goals: PPC, PPL, PPS.• Affiliate networks• Advertiser and affiliate types• Classic formats: banners, text links, search boxes,

product catalogues, API• The main Affiliate Marketing metrics

• Social Media Strategy: integrating the main social networks into business goals and strategies

• Focusing on the goal: when to carry out a marketing project on social media and networks.

• Specific benefits: reaching goals, monitoring and measuring results.

• Social and professional networks• Social media: let’s talk about blogs• Content syndication and podcasts

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Metrics and analysis of online advertising campaign results

Content Marketing

SMO (Social Media Optimisation): how to advertise and optimise advertising on social media

• Adservers: How they work, and the different types• Campaign monitoring. Traditional metrics• Other metrics to be aware of:• Digital GRPs• CrossMedia• Interactions: Number, time and cost-per-engagement

• The background, context and future of content marketing:

• Online content• SEO and Content: how, when and why• The new cycle of PR and Internal Communications• Multimedia content• SM and devices• Measurement and KPIs

• Facebook- Promotions (Creation of competitions)- Advertising: generating fans, content amplification

and integration with e-Commerce• Twitter

- Advertising formats on Twitter and campaign examples

- Generating followers, content amplification and integration with e-Commerce

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Course documentationEach session will include specific eBooks and detailed documentation on the various subjects covered

Studying at ICEMD

Virtual classroomOnline platform to communicate with professors and fellow students, access documentation and resources (videos, eBooks, bibliography, links, etc.), and hold virtual meetings through our web conference tool

Real brand projectStudents will carry out a group project based on a real case study which will be presented to a tribunal

Added value sessions During the program, students will have access to masterclasses, meetings with ICEMD entrepreneurs, professional conferences...

The programme is subject to possible amendments.

Mobile Marketing, Geolocalization and Internet TV

• Mobile Marketing:- Understanding the media: Towards total mobility.

History, tools and uses.- The capacities of the mobile- Mobile marketing and (new) mobile apps in

marketing- Planning a mobile communications strategy- Setting goals for a mobile campaign- Types of campaign depending on goals- Metrics: analysis and results- Mobile Internet

• Geolocalization: from universal to local:- Geotags: what they are and what they do- The geographical web- Geographical applications

19Legal aspects of digital marketing, advertising and content• The legal framework for a Digital Marketing

Campaign• Application of the Law on Data Protection (LOPD) and

the Law on Information Society Services (LSSI) to:• State-level advertising regulations.• Sector regulations on certain products: tobacco,

alcohol, medication, food, cosmetics, cars, gambling and toys.

• Women and minors in advertising.• Self-regulation: codes of conduct, codes of ethics and

sector codes.• Intellectual and industrial property of contents.• Rights to honour, privacy and personal image in

advertising

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• Visual networks• Pinterest

- Advertising actions and competitions on Pinterest- Optimising Pinterest- Integration with e-Commerce

• Instagram- Advertising actions and competitions on Instagram- Optimising Instagram

• Youtube- Creating a corporate channel- Optimisation- Viral videos, examples

• Measurement and ROI on social networks

Duration120 hours

LocationICEMD - ESIC

Official titleProgramme in Digital Marketing

- Google Maps, its uses and advertising- Telephone geolocalisation, classifieds, local

recommendations, directories, etc.- Local communities and social networks- Applications that integrate websites, geotagging and

mobile• Internet TV and Interactive TV:

- Integration of multiplatform content: TV, internet and mobile

- Multiplatform, multi-segment, multi-personalisation campaigns

- Digital TV advertising- The capacities and opportunities of interactive TV

ICEMD EcosystemICEMD Ecosystem

MADRID902 918 912admisiones@icemd.com

BARCELONA934144444info@ismarketing.com

VALENCIA96 339 02 31info.valencia@esic.edu

NAVARRA948 29 01 55info.pamplona@esic.edu

ZARAGOZA976 35 07 14info.zaragoza@esic.edu

SEVILLA95 446 00 03info.sevilla@esic.edu

BILBAO94 470 24 86formacion@camarabilbao.com

MÁLAGA95 202 03 69info.malaga@esic.edu

www.esic.eduwww.icemd.com

BUSINESS&MARKETINGSCHOOL

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