Module 1:
Digital Marketing


The main objectives of the module are:

  • Learn the most important concepts of digital marketing and its importance today.
  • Understand the behavior of the digital consumer, their profile and the tools to analyze it.
  • Develop skills to plan digital marketing strategies, set objectives, identify the target audience and analyze the competition.
  • Acquire knowledge and skills to generate effective content and promote the business through social networks.
  • Learn about search engine optimization (SEO) and how to build an effective SEO strategy, including On-page and Off-page factors.
  • Understand the importance of SEM and paid social networks in the digital marketing strategy, and learn how to create ads on different platforms (Facebook, Instagram, LinkedIn, Tiktok) and how to optimize and measure the performance of advertising campaigns.


This module belongs to the SME digitalization program developed within the Aragon EDIH “Academy”. In the first part of the module, the student will learn about digital consumer behavior, strategic digital marketing planning, and generating effective content. In the second part, the student will learn the bases of SEO and SEM positioning to increase web traffic. In the third part, the student will learn about the full funnel strategy, the optimal platforms and how to create their buyer persona. Finally, the e-commerce strategy will be worked on, from the choice of sales and marketing channels to the optimization of the website and the management of data and reports for decision making.

1. Digital marketing (4h)

  • Introduction to digital marketing
  • Understanding the digital consumer
  • Strategic digital marketing planning
  • Content generation
  • Social Media Marketing

2. SEO/SEM: search engine positioning (12h)

  • SEM-Google Ads
    • Introduction to Search Engine Marketing (SEM) and Google Ads
    • SEM in the customer journey
    • Google Ads strategy elements
    • Google Ads: campaign objectives and main metrics
    • Types of campaigns: search, display and YouTube
  • Social Ads
    • Social networks and main platforms
    • Advertising in Meta Ads (Instagram and Facebook)
    • Advertising on Linkedin Ads
    • Advertising on TikTok Ads
    • How to build an effective social media strategy
  • SEO
    • Course details and introduction
    • SEO project
    • On-page factors
    • Off-page factors
    • Local SEO

3. Strategies for E-Commerce (4h)

  • Introduction
  • Design of the e-commerce strategy
  • Design and optimization of the e-commerce website
  • Digital marketing strategies for e-commerce
  • Data management and reports for decision making

4. Data analytics oriented to digital marketing and web environment (4 h)

  • Introduction
  • Data sources and data collection in environments
  • Analysis of data
  • Reports and data presentation
  • Advanced data analysis tolos

Visits to companies

At Aragón EDIH we firmly believe in the importance of connecting training with the real world, and that is why the program includes a visit to a leading company in the field related to the course.

Participants will have the opportunity to visit the ITZIDATA company located in the Walqa Technology Park.

Who is this course aimed at?

It is aimed at those professionals, freelancers, entrepreneurs and SME staff who are interested in deepening the importance of good digital marketing management.




Javier Fernández Buisán

Digital skills

  • Digital Content Creation:
  • Content development
  • Integration and reworking of digital content
  • Copyright and intellectual property licenses
  • Programming

Time, date and place

  • Total duration: 24h
  • Dates: April 2, 4, 9, 11, 16, 18, 2024
  • Hours: 4 to 8 p.m.
  • Location: Walqa. Ctra Zaragoza-Huesca, Km 566 Cuarte (Huesca)
  • Maximum number of attendees: 15 people in person, 15 people online


Registration closed