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.

1. PDM
Program in
Digital
Marketing
Incorporate digital media
into your marketing
strategy

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. 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. 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. 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. 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. ICEMD EcosystemICEMD Ecosystem

8. MADRID
902 918 912
admisiones@icemd.com
BARCELONA
934144444
info@ismarketing.com
VALENCIA
96 339 02 31
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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
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