Module 1: Digital Marketing

Objectives

The main objectives of the module are:
  • Learn the most important concepts of digital marketing and its importance today.
  • Understand digital consumer behavior, their profile, and the tools to analyze it.
  • Develop skills to plan digital marketing strategies, set goals, identify the target audience, and analyze the competition.
  • Acquire knowledge and skills for generating effective content and promoting the business through social media.
  • 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 media 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.

Program

This module is part of 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 the generation of effective content. In the second part, the student will learn the basics of SEO and SEM positioning to increase web traffic. In the third part, the student will learn 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
  • Digital marketing strategic 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
  • Elements of Google Ads strategy
  • Google Ads: campaign objectives and main metrics
  • Types of campaigns: search, display and YouTube
Social Ads
  • Main social media platforms
  • Advertising on 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. E-Commerce Strategies (4h)

  • Introduction
  • E-commerce strategy design
  • E-commerce website design and optimization
  • Digital marketing strategies for e-commerce
  • Data management and reporting for decision making

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

  • Introduction
  • Data sources and data collection in environments
  • Data analysis
  • Data reporting and presentation
  • Advanced data analysis tools

Who is it for?

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

Modality

Blended Training

Teachers

Pending confirmation

Digital skills

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

Schedule, date and place

  • Total duration: 24h
  • Dates and times:
    • In-person hours: Tuesday: February 18, 25 and March 4, 11 from 09:30 a.m. to 12:30 p.m.
    • Online hours: Thursday: February 20, 27 and March 6, 13 from 5:30 p.m. to 8:30 p.m.
  • Location:
    • The in-person training hours will be held at: TechnoPark Motorland Dr. Joaquín Repollés Building 44600 Alcañiz
  • Maximum number of attendees: 15 people

Registration

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