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Program in Digital Marketing

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

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.

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Program in Digital Marketing

  1. 1. PDM Program in Digital Marketing Incorporate digital media into your marketing strategy
  2. 2. Heads of marketing and communication Product managers Heads of client management Heads of advertising Heads of technology Heads of e-commerce Professionals 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
  3. 3. 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 Pradeilles Program 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 LetsLaw Remi Boudard VP of Supply Side of TAPTAP Networks Mónica Díaz-Ponte Founder of Digital Addiction Elsa Fernández Senior Brand Manager of El Corte Inglés José Luis Ferrero Senior Manager - eCommerce & Business Development of Philips Almudena Miranda Founder & Creator of TrainingYou (ex-googler) Carlos Herrera Business Development Director of Habilmind Santiago Hermosa General Director of Doble O Francisco Pérez Solutions & Digital Channels in Grupo Santander Elodie Pradeilles Head of Marketing of Alain Afflelou Marc Ribas Team Planification Service in Multiplica Alexandra Ruiz Digital Marketing Consultant David Tomás General Director of Cyberclick Agent María 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.
  4. 4. 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 1 5 7 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 2 4 3 Programme PDM _ 6 8
  5. 5. 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 10 12 9 11 13 15 17 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 14 16 18
  6. 6. Course documentation Each session will include specific eBooks and detailed documentation on the various subjects covered Studying at ICEMD Virtual classroom Online 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 project Students 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 19 Legal 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 20 • 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 Duration 120 hours Location ICEMD - ESIC Official title Programme 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
  7. 7. ICEMD EcosystemICEMD Ecosystem
  8. 8. MADRID 902 918 912 admisiones@icemd.com BARCELONA 934144444 info@ismarketing.com VALENCIA 96 339 02 31 info.valencia@esic.edu NAVARRA 948 29 01 55 info.pamplona@esic.edu ZARAGOZA 976 35 07 14 info.zaragoza@esic.edu SEVILLA 95 446 00 03 info.sevilla@esic.edu BILBAO 94 470 24 86 formacion@camarabilbao.com MÁLAGA 95 202 03 69 info.malaga@esic.edu www.esic.edu www.icemd.com BUSINESS&MARKETINGSCHOOL REGISTER AT ICEMD Special conditions and promotions in training programs. Lifelong learning & Networking. Access to over 200 articles, interviews, case reports... PDMicemd Esic icemd ICEMD +EsicEs esiceducation @icemd @EsicEducation linkd.in/ICEMD tinyurl.com/ESIC-Linkedin CanalICEMD ESICmarketing

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