DM411
Paid Social & Display Marketing
Faculty
Maria Sol Croci
Brand Partnership Marketing Manager at Glovo
Course length
Duration
Total hours
Credits
Language
Course type
Fee for single course
Fee for degree students
Skills you’ll learn
Overview
Social and paid advertising is one of the most important tools for an optimized marketing strategy nowadays, helping not only to reach the B2C world but also B2B clients, by taking advantage of its great targeting capabilities.
Advertising creates powerful opportunities to tell brand stories at scale and in context. Through ads on various devices and channels, marketers can reach larger audiences in a way that is real-time, increasingly personal and more accessible.
In this course, students will learn about different ways and mechanisms to reach the right customers, at the right time with the measurement and optimization needed in each case. At the same time, they will learn about how to read, analyze and elaborate on the best strategy from the results they get from the different advertising tools.
Learning highlights
- Fully understanding of the top advertising channels
- Advertising strategy creation for different types of businesses
- Hands-on digital campaign creation
- Measurement and optimization for better decision making
- New trends in the advertising world
Course outline
15 classes
Session 1
Introduction to social and paid advertising:
Presentation of different channels we will be learning in the course: Google, Facebook and Ad Networks.
Session 2
KPIs to measure campaigns:
- What are the main ones and what to analyze in each type of campaign.
Session 3
Targeting, Audiences, Placement and Formats:
- Options available for the different advertising platforms.
Session 4
Facebook deep dive:
- Everything you need to know about building a Facebook/Instagram campaign.
Session 5
Facebook deep dive Part 2
Session 6
Google deep dive:
- Step by step on how to create a google ads campaign.
Session 7
Google deep dive Part 2
Session 8
Ad networks deep dive:
- Apple Search Ads, Video networks, Demand Side Platforms (DSPs), Mobile web networks, Offerwalls,
Pre-install providers, etc.
Session 9
Ad networks deep dive Part 2
Session 10
Measurement and attribution models:
- Studies available for Facebook, Google and third party options (Nielsen, Kantar, GFK)
Session 11
Creativity: Best practices for digital creativity with deep dive on Mobile.
Session 12
The world post IDFA:
- What we need to know and how we can take advantage of this shocking change.
Session 13
New advertising Platforms:
- How to analyze if they are a good option for my business.
Session 14
The topics are chosen by the students or deep dive into any subject the students want from previous classes.
Session 15
Final presentations
Prerequisites
An introduction to digital marketing concepts.
Methodology
Students will learn all these concepts through hands-on exercises and real-life business examples. Also, they will be part of different talks with people from the top tech companies. On the other hand, I will bring real-life examples to generate discussion and new learnings.
Grading
Maria Sol is an industrial engineer with a master in Finance and a distinct international background, having lived in 5 different countries. During her time at university, she started working at Oracle, at which point she realized that she wanted to continue her professional career in Tech companies.
When living in Argentina, she worked at Microsoft and Despegar.com, one of the 3 unicorn companies from Argentina, where she started her path in digital advertising.
See full profileApply for this course
Paid Social & Display Marketing
by Maria Sol Croci
Total hours
45 Hours
Dates
May 23 - Jun 10, 2022
Fee for single course
€1500
Fee for degree students
€750
How to secure your spot
Complete the form below to kickstart your application
Schedule your Harbour.Space interview
If successful, get ready to join us on campus
FAQ
Will I receive a certificate after completion?
Yes. Upon completion of the course, you will receive a certificate signed by the director of the program your course belonged to.
Do I need a visa?
This depends on your case. Please check with the Spanish or Thai consulate in your country of residence about visa requirements. We will do our part to provide you with the necessary documents, such as the Certificate of Enrollment.
Can I get a discount?
Yes. The easiest way to enroll in a course at a discounted price is to register for multiple courses. Registering for multiple courses will reduce the cost per individual course. Please ask the Admissions Office for more information about the other kinds of discounts we offer and what you can do to receive one.