Marketing On Internet

Credits
6
Types
Specialization complementary (Information Systems)
Requirements
  • Prerequisite: EEE
Department
OE
Internet has become not only an emerging but dominant media, especially the younger generation, surpassing even television. 30% of the world's population, over 2,000 million people are Internet users (March 2011). In recent years, has grown a paradigm shift in the so-called Web 2.0 that users are not merely recipients of information but participants, creating, sharing and reusing content on the web. Parallel services have enriched and diversified, email and static web pages have been added new services in constant evolution: a multitude of dynamic web applications and interactive chat rooms, forums, instant messaging, video conferencing, social networking , videostreaming, and much more. Not to mention the arrival of the mobile platforms such as smart phones, tablets, etc.. This has been crucial for marketing: businesses, institutions, politicians and even individuals to maximize the potential that the Internet provides them to develop their marketing strategies. The course serves to meet the different tools that the Internet provides and how you integrate

Teachers

Person in charge

  • Antonio Cañabate Carmona ( )

Others

  • Ferran Sabate Garriga ( )
  • Jorge Enrique Esteban Perez ( )

Weekly hours

Theory
1
Problems
1
Laboratory
2
Guided learning
0.4
Autonomous learning
5.6

Competences

Technical Competences of each Specialization

Information systems specialization

  • CSI2 - To integrate solutions of Information and Communication Technologies, and business processes to satisfy the information needs of the organizations, allowing them to achieve their objectives effectively.
    • CSI2.4 - To demostrate knowledge and capacity to apply systems based on Internet (e-commerce, e-learning, etc.).
    • CSI2.7 - To manage the presence of the organization in Internet.
  • CSI1 - To demonstrate comprehension and apply the principles and practices of the organization, in a way that they could link the technical and management communities of an organization, and participate actively in the user training.

Transversal Competences

Reasoning

  • G9 [Avaluable] - Capacity of critical, logical and mathematical reasoning. Capacity to solve problems in her study area. Abstraction capacity: capacity to create and use models that reflect real situations. Capacity to design and perform simple experiments and analyse and interpret its results. Analysis, synthesis and evaluation capacity.
    • G9.3 - Critical capacity, evaluation capacity.

Objectives

  1. Explain the basics of marketing and how they are affected by the Internet and identify the main aspects to consider to use the Web as a business unit.
    Related competences: CSI1, CSI2.7,
  2. Develop a plan to achieve internet marketing goals selected for specific audiences, integrating the tools and tactics that are most appropriate.
    Related competences: CSI2.4, CSI1, CSI2.7,
  3. Designing landing pages optimized for the achievement of specific objectives, ie, usable and high-converting traffic.
    Related competences: CSI2.4, CSI2.7,
  4. Use tools for monitoring users' browsing a Web site to analyze and understand their behavior and make decisions to improve to attract, convert and retain users.
    Related competences: G9.3, CSI2.4, CSI2.7,
  5. Understand and apply the main tools and techniques to attract qualified traffic from search engines to Internet web pages, improving its position in the optimization results and the inclusion of sponsored links.
    Related competences: CSI2.4, CSI2.7,
  6. Apply marketing tools for permission to retain users through email and newsletters.
    Related competences: CSI2.4, CSI2.7,
  7. To determine the usefulness of social networks to promote themselves using the functionality they provide.
    Related competences: CSI2.4, CSI2.7,
  8. Monitor your online reputation of the company, the brand and its services or products.
    Related competences: G9.3, CSI2.7,

Contents

  1. Introduction to Internet marketing and the use of the Web as business unit.
    We review the concept of traditional marketing (segmentation, positioning, marketing mix, ...) and how is affected by the Internet. And identified the key issues to consider to make the web a business unit. The digital marketing plan.
  2. Designing usable and optimized landing pages for conversion of visits.
    Exposition of the concept of landing page and conversion of user visits. Types of conversion pages and their integration into the information architecture of a website. Criteria for the contents. Web accessibility and usability criteria and tools for evaluation. Tests and tools to improve conversion.
  3. Web Analytics.
    Concept of analysis of web traffic. Objectives, key performance indicators and metrics. Using Google Analytics.
  4. Search engine marketing.
    Operation of search engines and relevancy factors of a website. Organic SEO versus pay positioning. Research and selection of keywords. Indexing criteria optimization (SEO). Use of sponsored and contextual ads with Google Adwords. Design and management of campaigns and measuring results.
  5. Loyalty marketing and permission.
    Concept and importance of loyalty. The e-mail marketing campaigns and types of ethical issues. The database of contacts. The design and content personalization. Shipping and campaign management.
  6. Marketing on social networks.
    Characteristics of Web 2.0 and how to use social networks to promote themselves. Different types of social networks. The role of community management. The management of corporate reputation online.
  7. Other formats, tools and channels.
    The Internet marketing is a field with many services, tools and techniques are constantly evolving. The latter is intended to cover some of them less deeply as banner advertising, viral campaigns, blog marketing, content syndication, video marketing, mobile marketing, etc..

Activities

Activity Evaluation act


Presentation of the subject and training group

Take note of the dynamic performance and doubts if necessary. Constitution of groups.
Objectives: 2
Theory
1h
Problems
1h
Laboratory
0h
Guided learning
0h
Autonomous learning
0h

Introduction to Internet marketing and the use of the Web as business unit

Read and outline the material in question. Working Group on the implementation of the content marketing plan.
Objectives: 1 2
Contents:
Theory
5h
Problems
1h
Laboratory
0h
Guided learning
0h
Autonomous learning
6h

The Internet marketing plan

Develop your marketing plan group in several lab sessions and independent learning outside of class hours, spread throughout the course to be applied at the rate that the contents are introduced.
Objectives: 2
Contents:
Theory
3h
Problems
3h
Laboratory
14h
Guided learning
6h
Autonomous learning
22h

Designing usable and optimized landing pages for conversion of visits

Read the material provided. Solve the exercises.
Objectives: 3
Contents:
Theory
4h
Problems
2h
Laboratory
0h
Guided learning
0h
Autonomous learning
16h

Web Analytics

Read the material provided. Solve the exercises.
Objectives: 4
Contents:
Theory
3h
Problems
1h
Laboratory
0h
Guided learning
0h
Autonomous learning
8h

Search Engine Marketing

Read the material provided. Solve the exercises.
Objectives: 5
Contents:
Theory
5h
Problems
2h
Laboratory
0h
Guided learning
0h
Autonomous learning
10h

Loyalty and Marketing of permit

Read the material provided. Solve the exercises.
Objectives: 6
Contents:
Theory
2h
Problems
1h
Laboratory
0h
Guided learning
0h
Autonomous learning
8h

Marketing on social networks

Read the material provided. Solve the exercises.
Objectives: 7 8
Contents:
Theory
5h
Problems
2h
Laboratory
0h
Guided learning
0h
Autonomous learning
10h

Other formats, tools and channels

Group work to search for information online about the assigned topic and prepare a summary (3 p.. Maximum). Prepare a brief (10 min.) Theme. Reading the summary of another group preparation and critical evaluation of its quality according to criteria provided.

Contents:
Theory
2h
Problems
2h
Laboratory
0h
Guided learning
0h
Autonomous learning
5h

Presentation of the marketing plan (1 meeting)

Each group makes a presentation for your Internet marketing plan
Objectives: 2
Week: 14
Type: lab exam
Theory
0h
Problems
0h
Laboratory
2h
Guided learning
0h
Autonomous learning
0h

Introduction to Internet marketing plan (2nd session)

Each group makes a presentation for your Internet marketing plan
Objectives: 2
Week: 14
Type: lab exam
Theory
0h
Problems
0h
Laboratory
2h
Guided learning
0h
Autonomous learning
0h

Teaching methodology

The course combines lectures with exposure of the contents of their practical application examples and exercises in both classes of problems outside of class hours in independent learning. At the same time students should apply coneixents development in a group of Internet marketing plan to achieve the goals they themselves have chosen. The marketing plan will work in groups throughout the course in laboratory classes and groups must complete their work outside of class hours learning. Almost every week will go a long track and control the activities of self and / or the advancement of the marketing plan. On this track contains a note of continued study. In the last week the groups will give a document with your marketing plan and make a public presentation of the same. This activity will lead to the note of the marketing plan.

Evaluation methodology

Elements of evaluation are: - NSeg: Note for the realization of self-learning and class participation, individually. - NPMkg: Note for the creation and presentation of marketing plan, but made note group individually. The final grade is calculated as follows: NF = 40% + 60% * * NSeg NPMkg regard to the assessment of generic competition on the subject (G9.3) will be based on the monitoring activities proposed activities for marketing and web analytics on social networks (the monitoring online). The notes take the values: A, B, C, D, as:> A if the note is between 8.5 and 10> B if the note is between 6.5 and 8.4> C if the note is between 5 and 6.4> D if note is between 0 and 4.9

Bibliography

Basic:

Complementary:

Web links

Previous capacities

Si bé no és imprescindible, es molt recomanable tenir unes nocions, al menys bàsiques, de:
- Edició de pàgines web amb HTML i CSS.
- Gestió de continguts amb algun CMS com ara wordpress, joomla, etc. Així com les tasques de instal•lació de plugins i de modificació de plantilles.
- Comprensió lectora en anglès.

Addendum

Contents

NO HI HA CANVIS RESPECTE LA INFORMACIÓ PUBLICADA A LA GUIA DOCENT

Teaching methodology

NO HI HA CANVIS RESPECTE LA INFORMACIÓ PUBLICADA A LA GUIA DOCENT

Evaluation methodology

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Contingency plan

No s'escau