Digital Marketing

Continuing Study Programs - Barcelona

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The Digital Marketing: Strategies, channels and tools course is developed around creating value for digital audiences, gaining their loyalty and influencing their path towards purchase. It includes all essential knowledge related to user behavior and interaction; from elements of advertising in digital media, web design and newsletters, to data visualisation with a view to measuring project performance.

This programme responds to the evolution that the discipline has experienced within the domain of business management over the last decade, generating a wide range of new jobs.

Taught from a design approach, the course covers the basic theories of Strategic Marketing and delves deeper into Digital Marketing, in terms of campaigns and their implementation. The methodology encompasses lectures on theory, the analysis of real cases and actual projects executing campaigns.

  • Credits
    15*
  • Start date
    October 2022
  • Duration
    3 months
  • Attendance
    full-time
  • Language
    Spanish

Objectives

The objective of the course is for students to acquire a general knowledge of the main online marketing tools — operation, management and optimisation — to manage a web project as a whole.
Students should gain a new perspective on the importance of design, not only focused on the end user, but also the internal environment, when working in a team.
This approach makes it possible to understand the importance of each of the areas and departments working on a web project, to facilitate a comprehensive vision of the implications and needs of their work.

Methodology

The course is divided into three modules:
Module 1: Introduction and Strategic Marketing
Module 2: A Design-Based Approach to Digital Marketing
Module 3: Data & Marketing

Combines lectures, analysis of and debates on real cases, industry reports and professional articles. At the same time, students will have the opportunity to develop projects with real clients, putting into practice the knowledge and tools that accompany the process within the corresponding module.

Student Profile

The course is aimed at all those who want specialise or complete their education in the field of Digital Marketing and wish to delve further into the importance of design as a key element in the differentiation and personalisation of brands. Professionals with experience in Marketing and Communication, or with a background in the online environment or web development.

Job Opportunities

Upon completion of the course and depending on the profile and previous experience of the student, possible career opportunities are:
Growth Marketing Director, Influencer Marketing, Inbound Marketing Specialist, Social Media Manager, SEM and SEO Specialist, CRM Sales Office Manager, Customer Intelligence Analyst, Social Ads Manager, E-commerce Manager, Digital Entrepreneur, E- mail Marketing Manager.

Remarkable is that teacher who accomplishes himself what he teaches to others.
(Italian proverb)

IED faculty are professionals that daily face the market. Here you can read their bios.

Linda Marie Reichard

Linda Marie Reichard
Linda has 20 years of experience in Advertising, in Account Services and Strategic Planning for Ogilvy, FC Barcelona and BBDO. This includes professional experience in Spain, France, the US and Mexico, handling large global brands (Unilever, Coca Cola, Kimberly Clark, PepsiCo, Reckit), local SMEs and governmental agencies (Generalitat de Catalunya). She also has experience in independent communication consultancies for the real estate, entertainment and health industries. She holds a BA in Economics from the University of Maryland, College Park, and a Master in International Management from the Thunderbird School of Global Management, Phoenix, AZ. She currently works as a collaborating teacher for ESADE, the Abat Oliba CEU University, the Council on International Educational Exchange, the Barcelona School of Industrial Engineering of the Polytechnic University of Catalonia, and the Pompeu Fabra University.  

Nando Llorella

Nando Llorella
Founder of the online marketing agency llorella&co, he is a specialist in optimising the online presence of SMEs and large companies, as well as in the consultancy and management of online marketing projects (web positioning, search engine advertising, social networks…) to optimise the return on investment made via this channel. He also boasts over 15 years of experience collaborating on internationalisation projects for companies in sectors as varied as tourism, retail, leisure, insurance and finance.  

Joele Lucherini

Joele Lucherini
A digital native ante litteram, he works between Italy and Spain but, above all, on the Internet, as a Strategic Consultant in online communication for companies, brands and agencies. He has collaborated with the largest exhibition organiser in Italy for many years, taking care of the communication of events such as the Motor Show, one of the most important automotive events in Europe. In 2007 he created the first social network dedicated exclusively to car tuning for this client, which had a massive impact on the Italian scene. He is a Teacher at IED Turin, where he heads the course on Digital Strategy, and gives classes and talks on the themes of Digital Innovation, Influencer Marketing and Content Planning for Social Media.