EdX

Fundamentos del marketing digital (edX)

Offered by Universitat Politècnica de València, UPValenciaX,
Fundamentos del marketing digital (edX)

Aprende todo lo que necesitas saber para que tu marca o empresa se posicione en el mercado, obtenga nuevos clientes, aumente sus ventas y rentabilice al máximo la inversión en marketing digital. En este curso se presentan los conceptos básicos del marketing digital.

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En el primer bloque se abordan las claves básicas y conceptos fundamentales que ayudarán a entender en profundidad en qué consiste el marketing digital y por qué es una herramienta imprescindible hoy en día para todas las empresas que quieran hacerse un hueco en el mercado. Gracias a este módulo se asentarán los conocimientos esenciales, necesarios para poder avanzar en el resto de bloques.
En el segundo bloque se hace una introducción a la analítica web con el objetivo de asentar unas bases a nivel de análisis de negocio digital que permitirá el desarrollo de acciones de marketing basadas en datos. Se explican los principios básicos de la analítica web, conoceremos las principales métricas y KPIs. También Google Analytics, la herramienta de análisis web más utilizada en el sector y unas pinceladas sobre inteligencia de negocio
El tercer bloque ayuda a conocer el valor que puede aportar el SEO, las técnicas más efectivas, y cómo realizar cada uno de los pasos clave para crear una estrategia SEO de éxito. También se explica la herramienta Google Search Console y la herramienta de publicidad Google Ads: sus principales KPIs, los pasos para crear campañas y anuncios y cómo rentabilizarlos al máximo.
Todos los conceptos se tratan a nivel muy descriptivo pero con carácter práctico con el objeto de que el alumno se lleve una idea general del funcionamiento de cada uno de los procesos, conceptos y prácticas que se explican.
This course is part of the Marketing Digital Professional Certificate and the Marketing Digital: Google Adwords y Facebook Ads Professional Certificate.

What you'll learn

  • Incluirás en tu vocabulario conceptos fundamentales del marketing digital así como las últimas tendencias, modelos de negocio y herramientas clave
  • Diseñarás y evaluarás estrategias de marketing digital y social media acordes a los objetivos de tu negocio
  • Escogerás las mejores redes sociales dependiendo de la actividad de tu negocio y las necesidades de tus clientes
  • Aprenderás a crear contenido de valor para tus clientes, con el objetivo de fomentar relaciones duraderas con ellos
  • Crearás una campaña de email marketing a través de la herramienta Mail Chimp para aumentar los ratios de conversión
  • Conocerás las principales técnicas de posicionamiento SEO para que tu sitio web pueda alcanzar los primeros puestos en el buscador
  • Crearás campañas de publicidad en la red de búsqueda de Display y de Google utilizando Google Ads y Analytics

Syllabus

Semana 1: Primeros pasos en el marketing digital (1)
Semana 2: Primeros pasos en el marketing digital (2)
Semana 3: Analítica web
Semana 4: Posicionamiento en buscadores, SEO/SEM

Prerequisites
Este es un curso de fundamentos del marketing digital donde se empezará de cero para trabajar los conocimientos necesarios que adquirirás semana a semana. Por lo tanto, no son necesarios conocimientos previos en marketing digital, aunque sí conocimientos básicos en el ámbito de las TIC.

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