Víctor de Francisco

By applying key marketing concepts in the international business context, we focus on the challenges and opportunities of marketing new and existing products and services to the global marketplace in the digital era. We analyse the impact of cultural, economic, technological, political and legal differences on international marketing and explore how the convergence between the digital revolution and marketing, combined with being able to have the right information at the right time, can address unmet consumer needs effectively and get the job done globally.

Acquire the ability to design a company's international marketing strategy. Assess the consequences of the established marketing mix and adapt it to its global development.

This course teaches students how to master search engines and the latest smart technologies to control the flow of online information and even automate it.

Promote businesses and their products or services through paid advertising via search engines. Create highly relevant potential customers for any online business. Contextual orientation to help address targets in accordance with their needs, location, demographics, time, etc. CPC (cost per click) advertising model.

Create and manage an online advertising campaign using Google AdWords and Google AdSense.

Search Engine Marketing (SEM) has become a vital tool for making contacts and boosting sales over the internet by promoting a company and its products or services through paid advertising via search engines. In this course you will learn about a wide range of SEM concepts and topics, including pay-per-click (PPC), microsegmentation, retargeting, dynamic remarketing, tracking and optimising, and gain a firm grasp of how paid advertising campaigns are built, work and are monitored, how Google AdWords and Google AdSense work and how to create campaigns in other search engines such as Yahoo, Bing and Baidu.