Master - icemdstaticcontent.blob.core.windows.net · MASTER IN DIGITAL MARKETING MDM_MODULE 1: DIGITAL MARKETING STRATEGY IN A DIGITALIZED WORLD 1. Design and creation of a Digital

MASTER IN DIGITAL MARKETING

Master


MDM_MODULE 1: DIGITAL MARKETING STRATEGY IN A DIGITALIZED

WORLD

1. Design and creation of a Digital Marketing Plan in a business strategy within acompany

› Marketing and Digital Advertising evolution

› Competitive Strategies in a growing digital environment, unipersonal and global

› Relationship value chain: advertiser, agencies, media centers, digital media.

› Tendencies in the Digital Market

› Differences between digital and traditional advertising

› Segmentation and definition of the online target

› Main tools in digital communication

› Creation of a communication and promotion online plan

› Digital Market metrics

› Key Success factors for a good digital strategy

› How to develop a briefing

2. UNIT 1.1 INTEGRATED DIGITAL MARKETING STRATEGY

3. MDM Handbooks & Documentation

4. World Market Workshop: Asia

5. Return On Investment Analysis in a Digital Marketing Plan

› Internet business models

MASTER IN DIGITAL MARKETING 2Programa sujeto a posibles modificaciones

› ROI on the Internet: foundations and general matters

› Practical lesson with free ROI calculator at the end of the exercise

› Deposit calculation methods on the internet

› Cost optimization calculation methods on the internet

› Cost calculations on the internet

› Investment calculations on the internet

› Risk Premium TIR, VAN and Payback

› Practical calculation examples of ROI shares

6. Digital customer journey

› The keys of the customer’s journey in digital environments

› The new purchase decision processes: Customer Decision Journey

› The impact of social media: Social Customer Journey

› Identification of strategic phases undergone by customers

› Strategic diagnosis of the customer centric status of an organisation with respect

to the lifecycle

7. UNIT 1.2 DIGITAL CONSUMER BEHAVIOUR ACROSS CULTURES

8. Fundamentals of customer analysis and segmentation

› Fundamentals of creating a marketing database

› Main techniques for customer analysis and segmentation

› Which technique to apply according to marketing objectives

› How to analyse and interpret data

› Profiling and scoring of clients and prospects

› Identification of explanatory variables


9. Planning and digital management of customer relations (crm & automatization)

› The role of CRM in corporate marketing

› CRM differentiation - relational marketing

› Key concepts, types and applications of CRM

› Key considerations in a CRM program

› CRM program: CRM strategy, technological implementation, change

management, measurement and analysis of results

› Evaluation of CRM starting situation

› Benchmark CRM capacities

› CRM assessment and strategy

10. Technological trends and realities impacting new consumers

› Technologies that have impacted or will impact business models:

› oCollaborative economy

› oCloud computing

› oSocial media, mobility and geolocation

› oBlockchain

› Productivity and efficiency: cloud, virtualisation of servers, virtualisation of

workplaces…

› Product innovation: IoT, 3D printing

› Advanced knowledge management technology: cognitive and quantum

computing, machine learning...

› Sales, marketing, management and customer experience: virtual reality, wearable

technology,...

MDM_MODULE 2: WEB & MOBILE MARKETING ACROSS ENVIRONMENTS:

SEO & ASO


1. UNIT 2.1 ARCHITECTURE AND WEB DESIGN IN DIFFERENT ENVIRONMENTS

2. Management and Development of digital projects:

› Main aspects and premises to approach a digital project successfully

› Phases of a digital project and the keys to manage each phase: profiles involved,

tasks to develop, outputs and enabling tools

• Project definition and proposal phase

• Creation phase

• Production phase

• Launch and evolutionary maintenance phase

3. Web usability and mobile web

› A key concept for the success of a website: usability and user experience

› Definition and attributes

› Usability and ROI

› How to create successful websites (user-centred design): analysis and

requirements

› User research techniques (benchmarking, interviews, surveys, etc)

› Information architecture (cardsorting, organisation criteria, etc)

› Prototyping (wireframes)

› Evaluation and testing techniques (usability test)

› Usability in mobile websites

4. UNIT 2.2 SEARCH ENGINE OPTIMIZATION (SEO) - LANGUAGES,TERRITORIES AND HABITS.

5. Search Engine Optimization (SEO): How to naturally optimize the positioning ofa website in search engines


› Search tools

› Browser performance

› What can be done in order for browsers to index us for the first time?

› What can be done in order NOT to be indexed by browsers?

› Web Page Optimization

› Planning and building a strategy for an optimum positioning

› Google positioning

• Popularity Concept (PageRank)

• Relevance

6. World Market Workshop: Africa & India

7. Metrics, optimization and SEO Project management

› SEO Project Management and metrics, tools and reporting

› Promoting a SEO culture in your company

› SEO in local markets

› Mobile and Social Media Integrated SEO

8. World Market Workshop: Latin America

9. Copywriting for SEO

› Working with keywords

› Writing titles for each of the pages

› Efficient writing for browsers and clients: combine writing for usability with writing

for SEO

10. Mobile Apps & ASO (ENG)


› Types of apps: native, hybrid, webapps

› APP stores and business models

› Development process of an app

› Design of a mobile app

› Purposes of a mobile app: awarness, loyalty, optimization...

› Analytic: metrics y tools

› Trends

› Geolocation

11. UNIT 2.3 WEB ANALYTICS

12. Web Analytics: how to measure and optimise the critical processes of a website(+mobile analytics)

› 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.


• Multivariate Testing.

• Advanced Segmentation

MDM_MODULE 3: SEM & LEAD GENERATION MEDIA

1. UNIT 3.1 GLOBAL SEM PERFORMANCE METRICS AND ANALYSIS

2. Workshop - Digital Entrepreneurship

3. Search Engine Marketing (SEM): fundamentals, options and key points of a SEMstrategy

› Objective of a search engine

› Basic SEM terminology

› SEO vs SEM

› How Google calculates the ranking of adverts for Google AdWords

› Options in Google AdWords

› Characteristics and components of a Google AdWords account

› SEM strategy, definition of key points

4. World Market Workshop: North America

5. Development and Application of SEM Strategy

› Definition of objectives and KPIS in SEM. Conversions.

› Visualisation of Campaigns and Results: Level of Campaigns, Groups of Adverts,

Keywords and Copys.

› Actions and Type of Strategy in Mobile linked to SEM.

› Tools and Applications for the Search and Display Network.


› Different Strategies in the Display Network.

› Advanced Practical Case: Considering the Architecture of a SEM Campaign.

6. Advanced options for the management and optimisation of Google AdWordscampaigns. Report analysis and innovations

› Settings of AdWords’ experiments

› Automations: Budget programming, ads, stop ads and key words, change bets’

offers in key words, send emails to notify when the Budget is about to be used

up, etc.

› Management of different AdWords accounts: MCC

› Segments

› AdWords conversion measurement: Conversion tracking vs Google Analytics

› Other advanced options: customization of report columns, control of keywords vs

keywords competitors, control of keywords variations, numbers for redirecting

phone calls, etc.

› Reports and dimensions

› News

7. Adwords Editors VS Google Adwords: differences between interfaces andimplementation of campaigns

› Differences between AdWords & AdWords Editor's interface

› Creating campaigns, Ad groups, keywords, landings and modifying AdWords'

interface

› AdWords' interface

8. Advanced strategic configurations of Google AdWords campaigns and other SEMactors


› Advanced geographic orientation configurations

› Online video campaigns

› “Only call” campaigns

› Advantages of shared libraries: adverts, remarketing, offer strategies, budgets,

negative keywords and location exclusions in a campaign

› Other PPC actors: Bing Ads & Yahoo, Gmail Ads, Premium Audience Network

9. UNIT 3.2 LEAD GENERATION AND NURTURING

10. E-mail Marketing (ENG)

› Email marketing: Uses and main applications

› The role of e-mail marketing in the media digital mix.

› Permission Marketing: the permission and how to obtain it.

› Lists and internal databases:

› External lists “opt-in”, costs and optimum hiring.

› Different email formats and their uses.

› The most important elements in an email.

› Email marketing integration with the landing page.

› Tools for massive sending and how to use them.

› How to get your emails to pass the spam filters (and how to make them worthy of

it).

› Email marketing planning, recruitment and management.

› How to integrate email marketing in the contact plan.

› Analysis and measuring essential results for email marketing.

› How to develop a complete email marketing plan.

11. Workshop - Digital Business Model Generation


12. Affiliate Marketing (ENG)

› Identification of related networks.

› Adaptation of your communication to similar networks.

› Co-marketing initiatives: email, web presence, advertising…

› How to generate a database thanks to Affiliate Marketing.

› Main metrics in affiliate marketing.

› Planning and deal negotiation.

13. Inbound Marketing & Branded Content (ENG)

› Purchase cycle

› Inbound marketing as an innovation in marketing: introduction to methodology

› Relationship between purchase cycle, blog and web page

› Frequency of publication vs traffic acquisition

› How to optimise a web page and onpage blog? Map of internal links

› Dissemination of content

› Conversions in inbound marketing

› What are lead nurturing and lead scoring?

› Analytics and KPIs in Inbound Marketing

MDM_MODULE 4: GLOBAL AND LOCAL SOCIAL MEDIA

1. UNIT 4.1 SOCIAL MEDIA STRATEGY AND ONLINE REPUTATION ACROSSCULTURES

2. Design and planning of a social media strategy

› Resources and structure to launch a project: roles and working models

(internal/outsourcing)


› Social media marketing plan

› The keys of a good digital strategy in social media

› Definition of types of project based on corporate and business objectives

› Planning methodology: POST method (Forrester)

› Phases and hands on lab: generating a strategic map of objectives

› Establishing objectives, KPIs and measurement

› Work processes: monitoring, content planning and logistics, reporting.

› Budget items

3. Social networks applied to corporate communication: ORM & influencers

› The scope of Corporate Communications & reputation: key concepts and digital

influence

› The Six Rules of Online Reputation Management

› How to manage the online reputation

› Crisis management in social media

4. B2B Content Strategies (LinkedIn, inbound to the B2B scenario, B2B buyers)(ENG)

› Anatomy of LinkedIn: Personal Profiles, Company and group pages.

› Advertising in LinkedIn (differences in Segmentation).

› Inbound marketing strategies and platforms to share content focusing on B2B:

Slideshare, White Papers, E-books, corporate videos.

› Integration of these platforms in strategies: synchronisation of contents (when to

do it and on which platforms), how to use them to support blogs and other digital

contents.

5. Workshop Agile project Management


6. Corporate Blog (ENG)

› Current landscape of the Spanish blogosphere.

› Differences between different types of blogs and strategies for each of them

› Selecting a platform: strong and weak points of current options

› Optimisation of blogs and content in search engines

› How to publish and promote a blog

› Tips to write content and generate engagement

› How and what to measure to evaluate results

› How to integrate with social media and how to disseminate content

7. UNIT 4.2 GLOBAL AND LOCAL SOCIAL MEDIA APPLICATION

8. Twitter: Strategy and application (ENG)

› Anatomy and jargon

› How to open an optimised Twitter account

› Recommendations and tips: how to develop content, write effective tweets, create

hashtags, etc

› How to obtain followers, how to identify influencers

› External tools to publish, manage and monitor content

› Synchronising content: which platforms and when

› Advertising formats in Twitter and examples of campaigns

› The most relevant KPIs in Twitter and how to analyse results

› Integration of Twitter and blogs.

9. Facebook (ENG)

› FanPages and strategic use of Facebook in a marketing plan


› Frequent errors and best practices

› Algorithm and KPIs in Facebook

› What are Apps and what are they used for

› Promotions (regulations and examples of successes and mistakes) and offers

› Advertising: formats, options, segmentation and reports and measurement of

campaigns

10. Instagram (ENG)

› The rise of visual content in social networks: visual marketing

› How to use and integrate them into the social media plan

› Storytelling: from the upper funnel to the bottom funnel

› How to generate engagement and sales through visual networks

› Marketing on Instagram: how to run promotions and engage users

› Marketing on Pinterest: how to run promotions and enhance e-commerce

› Snapchat and Vine: linking a brand to tomorrow’s users

› Frequent errors and best practices

› External tools to manage and monitor these platforms

11. Youtube and video strategies

› Importance of audio visual communication

› How to develop a media plan on YouTube

› Virality factors

› Advertising formats: from True View to integration with e-commerce

› Corporate channels

› Generating content distribution lists


› Video marketing tools: Tubemogul, Unruly, etc

› Case studies

12. Trends and Innovation in Social Media

› Snapchat – the pioneer in Millenial winning formats copied by all other platforms

› Virtual reality, the rise of mobile

› Pinterest & role in driving traffic and ecommerce

› Emerging media

› Generation Z: the biggest user generated content producer in history

› Challenges moving forward in the new social media landscape

13. Workshop - Inbound Marketing

MDM_MODULE 5: MEDIA PLANNING & CREATIVITY

1. UNIT 5.1 GLOBAL DISPLAY, PERFORMANCE METRICS & ANALYSIS

2. Strategy and Media planning (included in Mobile)

› Main actors in the online advertising market.

› Sources of information in digital media

› Media planning and payment

› Main planning tools.

› Segmentation by behaviour: behavioural marketing, retargeting

› Real Time Biding (RTB)

› Operation of programmatic advertising

› Attribution models.

› Planning integrated digital campaigns: how to obtain the maximum ROI.


› Negotiating and purchasing campaigns.

› Advertising investment dashboard.

3. Metrics and analysis of results of investment in digital media

› Adservers. Functionality and types.

› Trafficking. Concepts.

› Campaign follow up. Traditional metrics.

› Other metrics to consider:

› Digital GRPs

› CrossMedia

› Interactions: Amount, time and cost per engagement

4. Display (ENG)

› Media, formats and supports.

› Technologies and techniques to attract consumers

› Tools and metrics

› Performance strategy applied to display

› Branding strategy applied to display

› Display in mobile.

5. Workshop - Growth Hacking

› What Growth Hacking is

› Can I be a Growth Hacker?

› Customer Acquisition Strategies: how to combine different source of acquisition

channels (email marketing, SEO and viral strategies, among others)

› Definition of most relevant KPI according to business objectives


› The Lean Marketing Framework (Acquisition, Activation, Retention and Revenue)

› Tools for a Growth Hacker (A/B testing, Heat Maps, etc.)

› Customer acquisition funnel optimization

› Lean Analytics

› Some case of growth hacking strategy implementation

6. Programmatic purchase

› Basic concepts: What is programmatic purchase vs RTB

› Advantages of programmatic purchashing and main performers

› History of programmatic and when to use it

› Whats is a DSP (Demand Side Platform)?

› How does a DSP work?

› Trading Desks, conversion and audience Pixel

› Brand Safe and White & Black Lists

7. 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:

• Personal information databases and lists

• Digital personal information databases and lists

• Promotions and prize draws

• State-level advertising regulations.

• Advertising and unfair competition.

• Advertising and criminal conduct.


• Advertising and consumer protection.

• Illegal advertising.

8. UNIT 5.2 CREATIVE DIGITAL MEDIA

9. Main techniques used to create and optimise Landing Pages

› A landing page is NOT a web page.

› How to select between “squeeze pages”, “long landing pages”, “microsites” or

none of them.

› The “pigsty” of landings pages.

› Structure and elements to motivate a response.

› Copy & Art in a landing page.

› The raw material: prior analysis. Analytics and more.

› The A/B split test: how to find a winning horse.

› Why do they leave? Research tools.

› Multivariate tests: polishing the winner

10. Creativity in Copywriting and Art

11. Digital TV (ENG)

› Multi-platform content integration: TV, internet & mobile

› Multi-platform, multisegment & multipersonalization campaigns

› Advertising for Digital TV

› Capability and opportunities of the interactive TV

MDM_MODULE 6: E- COMMERCE


1. Strategic Plan for Electronic Commerce

› Market analysis.

› Target audience.

› Brand and positioning.

› Unique Selling Proposition: what I offer that is different or better than the

competition.

› Product / services portfolio.

› Price policy.

› Service environment: national, international,…

› Brand and positioning.

› Moving from an offline business to e-commerce.

2. UNIT 6.1. E-COMMERCE STRATEGY

3. Workshop Positioning & Mobile Apps Monetization

4. Omnichannel & digital shopping experience

› What is omni-channel

› Strategic keys

› From multi-channel to omni-channel

› Critical processes within companies and impact on the organisation

› Development, management and results of omni-channel

› Managing channel conflicts

› New solutions to digitise sales points

› Consumer experience: a single and perfect consumer experience in all channels,

media, platforms…


5. E-Commerce as an opportunity for internationalization:

› Internationalization:

• Experiences and latest international trends in e-Commerce.

• Analysis of international markets.

• Practical cases.

› Exporting and Importing:

• Situation of international e-Commerce in Spain.

• Experiences of exporting of Spanish e-Commerce sites.

• How to start to Export.

• Practical Cases.

6. Technological Solutions to create an online store:

› Existing solutions versus own development.

› How to compare the best solutions.

› How to choose the most suitable for my business, my needs and my limitations.

› Aspects to consider during implementation and maintenance.

› Integration of payment platforms and means of payment.

7. UNIT 6.2 CREATION AND DEVELOPMENT OF ECOMMERCE ACROSSBORDERS

8. How to achieve and increase client sales Electronic Commerce:

› Attracting qualified traffic:

• Search engines.

• Affiliates: own and other platforms.

• Campaigns in RRSS (Facebook, Twitter and LinkedIn).


• Crossmarketing.

› Conversion to sale:

• Promotions which work on the Internet.

• Price management: pricing. Bidpricing,…

• Consumer trust: how to obtain it.

• Supply.

• Increasing online product value (packaging, service, etc..).

• Crosselling and Upselling.

› Increasing purchase frequency: client loyalty:

› Management of Client Information in e-Commerce.

› Creation of effective loyalty programs.

› Upselling / Crosselling actions in EC.

› Redemption of points, e-bonus, cash, prizes, prize draws. Which is more

effective?

› Cross marketing actions: using the offline to enhance the online.

› Amazon SEM.

› M-Commerce:

• Integration of mobile devices in e-Commerce

• How to adapt a website, functionalities and offer to a mobile shopping

process

9. Online paid media and mobile ecommerce.

› Introduction to online paid media

› Different kinds of payment methods

› Advantages and disadvantages of the different payment methods


› Costs in the implementation of payment methods

› Security mechanisms in paid media

› Work-flow and how a payment system works on the cell phone

› Electronic Commerce on the cell phone: MCommerce

10. Logistics and customer service as key moment in the client’s experience:

› Importance of logistics in electronic commerce.

› Responsibilities acquired by a store.

› Main logistics solutions in e-Commerce for SMEs.

› Repercussion of shipping and returns on margin (what rate of returns to expect).

› Management of data, suppliers and production.

› Procurement, storage, shipping logistics and inverse logistics.

› Shipping charge policies.

› Situations of sales in special markets:

• Sales to Canary Islands, Ceuta and Melilla.

• Sales outside the EU.

• International legislation.

› Information of Internet tracking.

› Customer service in e-Commerce.

• Customer service: should I have a specific telephone number or use the

same as in my traditional business?

11. E-Commerce performance: financial analysis in electronic commerce

› The Business Plan as a starting point for economic performance.

› The importance of a Budget: from the Budget to monitoring objectives.


› How to design a good Costs and Income structure.

› How to measure the profitability and performance of an online store.

› KPIs to control to manage an online business:

• Attraction KPIs.

• Loyalty KPIs.

12. Workshop: Prestashop


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Master - icemdstaticcontent.blob.core.windows.net · MASTER IN DIGITAL MARKETING MDM_MODULE 1: DIGITAL MARKETING STRATEGY IN A DIGITALIZED WORLD 1. Design and creation of a Digital