Digital Advertising

Objectives

Upon finishing this subject, the student must be able to solve problems, make decisions and judgments from incomplete information in the specific field of advertising and communication on the Internet. This knowledge will be translated and must be demonstrated by your ability to:

• Create and develop digital commercial communication content, appropriate to the different online advertising formats.
• Establish a communication and relationship strategy with consumers through digital social media.
• Create, implement, manage and analyze an online advertising campaign.

Competences

General competences

• Apply the knowledge acquired in the context of organizations and companies, as well as especially in the field of commercial communication and the digital environment.
• Solve problems and make effective decisions before problems raised and situations of a highly competitive level.
• Integrate the acquired knowledge and face the complexity of making judgments based on information that, being incomplete or limited, includes reflections on social, economic and ethical aspects.
• Communicate their conclusions and knowledge, and ultimate reasons that support them, in a clear and effective way to both specialized and non-specialized audiences.
• Possess the learning skills that allow them to continue studying in a way that will have to be largely self-directed or autonomous, in order to remain up date with technological challenges.
• Demonstrate great sensitivity in the development of their professional and/or academic work in compliance with current regulations at both the Spanish and European levels, codes of good practice, criteria for self-control, promotion of women's equality, of disabled people, of the protection of children and, in general, of the principles contained in the Spanish Constitution and of the values of the Culture of Peace.
• Know, understand and know how to apply professionally the way in which relations with consumers in the interactive digital environment occur, as well as the potential of the Internet as a source of information and knowledge about the consumer.
• Understand and know how to apply the principles and approaches of construction/branding strategies and branding in the online environment.
• Acquire and show a strategic mentality in order to apply it to the selection of digital media, knowing how to design the strategy, selecting the agents and interpreting and developing online media plans.