Instituto de Empresa Business School

These topics will serve as the conceptual base against which students can cross-reference modules studied later in order to identify and manage the elements that make the Digital Advertising industry different from the others. The issues considered will be the essentials of strategy, basic finance, key marketing concepts, management control and the challenges posed by humanities and ethical issues.

The program explores copyright issues (including the copyleft dimension), laws affecting the industry, personal data protection, safety and privacy. you will obtain a solid understanding of how to legally optimize the use of advertising databases and formats.

The conceptual basis of digital advertising will be established in order to provide you with a useful toolbox including topics such as online ads, display advertising, rich media ads (microspots, flash animations, etc), contextual ads, behavioral advertising, payment models (CPM, CPC, CPA, CPL), advertising networks, media and agencies management and in general the whole digital advertising market operation.

In Internet advertising, the best return on investment comes from successfully optimizing websites for search engines. Through the analysis of PPC (Pay per Click) and SEO (Search Engine Optimization) techniques, you will learn how to improve webs ranking and position maximizing oriented traffic to increase return on web development investments.

Together we will examine the digital advertising trends throughout its short history in order to provide you with a solid grasp of the basis conceptual . Issues will include portal failure, hyperlinks relevance, web search engines success, traditional media quota decrease, consumer generated content, free software, crowd-sourcing, social media, aggregators, online alerts, RSS feeds, etc.

Through this course you will learn how to set up your own e-marketing measurement and improvement programs and how to interpret results and create actionable management intelligence which can be applied across all elements of marketing mixes, not just online. You will come to understand how to use online e-metrics both to improve your email marketing and online advertising campaign results in addition to optimizing website's performance.

Practical cases and theoretical notes will illustrate how to plan, design and manage online advertising campaigns within a global marketing strategy. You will be introduced to concepts such as reach, affinity, conversion and media planning A special focus will be set on how to optimally integrate online and offline advertising formats to maximize the efficiency of campaigns.

This course addresses the key operational elements involved in digital advertising campaigns: IT servers hosting, online advertising campaigns monitoring and tracking tools, ad-serving technologies, digital advertising spaces optimization tools, etc.

Journalism schools are teaching the convergence of media, but what will their audiences be like in five years? People spend less time watching TV and reading newspapers each day and instead wander around in Second Life, watch videos on YouTube, look at photos in Flickr and exchange information through social networks. This course explores the challenge of profitably using these emerging media for advertising.

Online communication allows for communication anytime, anywhere. This course presents an in-depth study of how digital technologies (such as video teleconferencing, two-way interactive television, bulletin and discussion boards, asynchronous forums, real-time chats, etc.) can be used to supplement and enhance delivery of branding and advertising.

The World Wide Web is an incredible resource for collecting information in order to identify and define marketing opportunities and problems. As such, you will examine how to use digital tools to collect and analyze information about consumers, markets, niches, products and the effectiveness of marketing programs.

The World Wide Web is an incredible resource for collecting information in order to identify and define marketing opportunities and problems. As such, you will examine how to use digital tools to collect and analyze information about consumers, markets, niches, products and the effectiveness of marketing programs.

This course explores major issues regarding conceptual development, competitive advantages and strategic design of digital customer-centric systems. Students will learn how to use digital intelligence to focus all companies' operations on their customers.

Conferences by experienced industry professionals that will provide a real taste of digital advertising in order to apply techniques and keys skills learnt in more theoretical classes.

A program dedicated to helping participants develop self-management and professional leadership capabilities.

Online communication allows for communication anywhere, at anytime. It offers the chance to build strongly committed communities with a simple yet brilliant idea that has viral marketing effects. All new concepts and tools (RSS, podcasting, social networks, online public relations, …) will be explained in detail so that yous can learn how to develop a successful e-communication plan.

Today, mobile phones can be used for much more than just making phone calls. Wireless carriers also offer data services which enable access to various types of content and services; and some of these data services have become powerful media channels with the ability to include advertising along with the contents. In this course all forms of advertising using cell phones will be analyzed in detail: mobile web banners, multimedia messaging, downloadable applications, and proximity marketing (bluecasting).

Let’s face it: within a certain section of the population, online gaming is more popular than TV. And if they happen to be our targets, we have to use this new channel to make them aware of products and services. Two different formats will be analyzed during this course: specially designed advergames played on the internet or cell-phones which are extremely useful to communicate brand values; and third party metaverses like Second Life in which to place virtual ads.