Course Objectives


  • To gain an in-depth knowledge of digital marketing areas and functions in companies and institutions
  • To master the most important online marketing and communication tools, brand reputation management and community management
  • To provide a suitable strategic and operational vision that allows decision-making in this field
  • To have a differential approach to conceive marketing and communication plans and actions
  • To be in ideal conditions to manage online strategies

Course Contents


  • 5 key areas of online marketing
  • Online monitoring
  • Marketing in search engines: SEO and SEM
  • E-mail marketing
  • Online publicity
  • Online prescription; media, micro-media and blogging
  • Affiliation marketing
  • Marketing in major social networks: Facebook, Twitter, Google + and LinkedIn
  • Marketing in brand social channels: Youtube, Pinterest, Flickr, Instagram and Foursquare
  • Social Media and Community Management Plan; management of dynamics, contents and opinion currents
  • Analytics and key metrics in digital marketing
  • The digital marketing plan and its integration in the business strategy

Course Credits: 3 ECTS


Video Presentation of the Course



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Business School ESCP Europe
Ana Vrsalovic
Programme Manager
Madrid Campus
Tel:+34 913 359 249
avrsalovic@escpeurope.eu


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EMIB / Executive Master in International Business
ESCP Europe Business School Madrid Campus

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