Module 1:
Digital Marketing


The main objectives of the module are:

  • To learn the most important concepts of digital marketing and its importance today.
  • To understand digital consumer behaviour, their profile and the tools to analyse it.
  • Develop skills to plan digital marketing strategies, set objectives, identify the target audience and analyse the competition.
  • Acquire knowledge and skills for effective content generation and business promotion through social media.
  • Learn about search engine optimisation (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 optimise and measure the performance of advertising campaigns.


This module belongs to the SME digitalisation programme developed within the Aragon EDIH Academy. In the first part of the module, the student will learn about digital consumer behaviour, 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 about the full funnel strategy, the optimal platforms and how to create a buyer persona. Finally, they will work on the e-commerce strategy, from the choice of sales and marketing channels to the optimisation of the website and the management of data and reports for decision-making.

1. Digital marketing (4h) (day: 8 June)

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

2. SEO/SEM: search engine optimisation (12h) (day: 15, 20 and 22 June)

  • SEM-Google Ads (day: 15 June)
    • 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 (day: 20 June)
    • Social networks and main platforms
    • Meta Ads advertising (Instagram and Facebook)
    • Advertising on Linkedin Ads
    • Advertising on TikTok Ads
    • How to build an effective social media strategy
  • SEO (day: 22 June)
    • Course details and introduction
    • SEO Project
    • On-page factors
    • Off-page factors
    • SEO loc

3. E-Commerce Strategies (4h) (day: 27 June)

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

4. Data analytics oriented to digital marketing and web environment (4 h) (day: 29 June)

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

Target audience

It is aimed at professionals, freelancers, entrepreneurs and SME staff who are interested in learning more about the importance of digital marketing in their daily work.

Time, date and place

  • Total duration: 24h
  • Dates: 8, 15, 20, 22, 22, 27 and 29 June 2023
  • Timetable: 16 to 20h
  • Place: Sede Cámaras Aragón – P.º de Isabel la Católica, 2, 50009 Zaragoza
  • Maximum number of participants: 15 people


Registration for this module is now closed. Places are full.