Digital Marketing en la Empresa


The on line media is transformed into a highly effective communication channel that allows companies to contact their customers and potential new customers at different stages of the buying process.

The need to master the changes that are occurring in how we communicate, are changing the way consumers make purchasing decisions, resulting in a much more informed customer and more demanding, these require knowing the different on line marketing techniques to make marketing more effective and closer to customers.

This course is intended to provide knowledge so that any marketer can make decisions when planning an online campaign. This will be the main techniques of on line communication, the terms used in planning and evaluation of results and how to analyze the ROI of on line campaigns.


Goals and Student Profile


After completing the course the participant will be able to:

  • Identify the channels where their customers are both potential and current.
  • Know the terminology used in on line marketing.
  • Select the best on line communication tools based on customer profile and budget.
  • Plan a marketing on line campaign.
  • Measure your results and monitoring of KPIs and ROIM


Student Profile

ENAE Business School is very conscious of the fact that every teaching institution is built by all and must be very careful about participant selection right from the very start by analysing their CV, qualification certificates, admission exam and through a personal interview of the student by the program director. Depending on the program, ENAE Business School carries out tests to evaluate language competence.

Most of our students come from the business world about 80% of ENAE’s students are graduate professionals and executives who wish to update their knowledge and improve their skills. These students come from different academic backgrounds mostly engeneering, business, law, economics, communication and humanities.

We encourage young and talented graduates with entrepreneur spirit to be involved in our programs as a fast track to achieve their goals in the business World.



  1. Role of digital marketing (scope and context).
  2. Emerging trends
  3. Technology
  4. On line ecosystem



  1. Definition and types of on line consumers
  2. Segmentation and audience profiles
  3. Use and behaviour of on line consumers
  4. Technologies and how they affect consumption
  5. Consumer engagement – meaning and implications



  1. Key elements in the strategic planning
  2. Planning process (acquisition, development and retention)
  3. Analysis of on line competition
  4. Key metrics in the process of customer acquisition
  5. Selection of key digital channels
  6. On line lead generation versus retention



  1. SEO
  2. E – Mail Marketing
  3. SEM
  4. Advertising display
  5. On line video – trends, adoption and consumption
  6. Social Media Marketing
  7. Content marketing
  8. Affiliate marketing



  1. Site metrics and key targets
  2. Track customer visits



  1. Why marketing should be measured?
  2. Marketing effectiveness metrics
  3. Analysis of the impact of variables in the sales mix
  4. Design of a digital  experiment
  5. ROI social media.
  6. Modern method: Activity Based Costing (ABC)


Specified time period and Place

Specified time period:  This course has and extension of 20 contact hours at ENAE premises.

Timetable: This course is delivered on Friday from 16:30 h. to 21:30h. and Saturday  from  9:00 h. to 14:00 h.

Place and Address:
Edif. ENAE. Campus Universitario de Espinardo 30100 Espinardo Murcia- Spain

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Terms of Payment and Scholarships

Are you interested? Obtain the following benefits:

Price: 390 €

ENAE Business School offers the following discounts:

Partner companies of FUERM, their workers, and the members of Asociacion de Antiguos Alumnos of ENAE Business School will obtain a 10% of discount.

See if your company is a member of FUERM and ENAE


If the amount of the program is paid by your company through the credit offered by the Tripartite Foundation you may recover all or part of the amount of the program in ENAE Business School, discounting the amount to be credited for the payment of social insurance.

Part of the amount paid of our training programs, in-person and In Company, could be recovered through the Tripartite Foundation (only Spanish companies).

Ask us for more information. We make the process for obtaining the discounts to all those students who request it, at no additional cost to your training.

Admission Process

This program is part of a Master that has limited availability. Taking this course will provide you great oportunities for expanding your professional networks. Final admission decision is reserved to ENAE Business School on the basis of prerequisites established for the course, room availability and specific group profile required.

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