Specialisation in Strategy, Creativity and Digital Marketing (Virtual)

Contents

Strategic Planning of Digital Communication
The fundamentals of advertising communication on the Internet will be worked on, as well as the basics of strategic planning (consumer analysis, environment, brand, competition, positioning, measurements, and segmentations, etc.) as the first stage of developing advertising campaigns. Current trends in digital communication will also be reviewed, and all these concepts will be put into practice in different applied exercises. Finally, the possibilities offered by social platforms (Facebook/Instagram, Twitter, LinkedIn, etc.) for planning campaigns will be explored.

Applied Creativity in the Digital Environment
Students will discover the new reality of creativity in the digital world and its impact on the creative process. First, they will work on different existing creative techniques and theories from reference authors and put them into practice with the Canvas methodology. On the other hand, they will review the steps of the creative process and work on generating creative ideas and communication actions for real brands; both exploiting the potential of new generation media and channels, and projecting brands into the future through the use of technology. Finally, they will learn from the best case studies and understand the keys to evaluating the creativity of advertising messages with good criteria.

Digital Marketing
During these sessions, students will receive talks from professionals in the form of a "conference cycle," showing them the different tools and specific disciplines of digital marketing necessary when planning a communication campaign in digital environments, both from a more technical point of view and personal skills. It is divided into 7 different blocks: social media strategies, mobile and apps, technology applied to digital communication, e-commerce, usability, legislation, and advergaming.

Digital Communication Campaign
Students will receive a briefing fromareal client. Based on this, they will have to develop a digital communication campaign that they will present at the end of the first part. During the process, they will have several tutoring sessions (both strategic and creative) and validation of the progress they are making.

Postgraduate Final Project
Students will have to submit a written report/work as a "conclusion of the Postgraduate," which will consist of a collection of all the concepts, knowledge, and content taught throughout the Diploma, as well as a proposal on how these contents can be applied (and how they are useful) in a real professional environment.

Itinerary

The postgraduate diploma in Strategy, Creativity and Digital Marketing Tools forms part of the Master's degree in Strategy, Creativity and Digital Marketing Tools.

Related programmes

Course in Applied Creativity in Digital Environments (Virtual)
Course in Digital Marketing (Virtual)
Course in Strategic Planning in Digital Communication (Virtual)

Specific skills

Learning Outcomes:
- KT01: Define fundamental concepts, models, tools, and methodologies of digital marketing; from strategic planning to campaign execution and measurement, including creative processes, market research, and the application of digital technologies.
- KT02: Identify the design and execution process of comprehensive, effective, and personalized digital marketing strategies in the form of advertising campaigns: environment analysis, opportunity identification, objective definition, audience segmentation, channel selection, and optimization based on results.
- KT03: Describe creative processes and different idea generation techniques, and their application to digital marketing in the form of concepts, campaigns, content, and innovative user experiences.
- ST01: Prepare communications, clearly, concisely, and persuasively, about complex ideas and concepts to both specialized audiences and more general publics.
- ST02: Produce a wide variety of digital content (texts, graphics, videos) adapted to different platforms and formats, and evaluate their impact.
- ST03: Critically and creatively analyze problem identification, idea generation, and development of original and effective solutions, adapting to the constant evolutions of the digital field.
- ST04: Apply a wide range of digital tools and research techniques to collect, process, and transform large volumes of data into relevant information.
- CT01: Develop complete digital communication plans, from the research and planning phase to execution and result measurement.
- CT02: Generate original and disruptive ideas, transform them into concrete and communicable concepts, and adapt them to the real needs of the market and the latest technological trends.
- CT03: Conduct rigorous and systematic research, applying appropriate methodologies and techniques to obtain relevant information, interpret it, and make informed decisions.

Title obtained

Specialisation Diploma Stratgy, Creativity And Digital Marketing