Teaching plan for the course unit



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General information


Course unit name: Digital Business Management: Information Systems, Big Data and E-Commerce

Course unit code: 573230

Academic year: 2021-2022

Coordinator: Ramon Montanera Mateu

Department: Department of Business

Credits: 2,5

Single program: S



Prior considerations


Additional information available to complete this subject:

SEO: Tools for a keyword research:

Inbound: one of the main platforms for inbound strategy is HubSpot. Experts in the figure of the Buyer Persona. Includes HubSpot Academy, where students can learn about the tool and, additionally, get certified if they are interested in it (free). The following courses are recommended:

SEM: the main tool is Google Ads. Those who would like to develop skills in Google Ads to advertise their business online and to get certified in Google Ads should visit this link.

Google Analytics: the main platform for web analytics. Those who would like to develop skills and get certified in Google Analytics should visit this link.



Estimated learning time

Total number of hours 62.5


Face-to-face and/or online activities



-  Lecture with practical component





-  Other class types




Supervised project


Independent learning






Students are recommended to be able to read and understand English.



Competences to be gained during study


Basic and general competences

Knowledge forming the basis of original thinking in the development or application of ideas, typically in a research context.

Capacity to apply the acquired knowledge to problem-solving in new or relatively unknown environments within broader (or multidisciplinary) contexts related to the field of study.

Specific competences

Capacity to apply the main concepts and management tools to resolve advanced problems and business situations related to the strategic, financial, commercial, operational and logistics management of international companies.

Capacity to adopt a strategic, integrated approach to business problems and ability to address them effectively at an international level.





Learning objectives


Referring to knowledge

The main objective is to understand how digital marketing can help a company to:

— Get a higher presence on the internet, being able to understand the concepts related to digital marketing strategy, that is, to establish the analysis of e-commerce.
— Establish mechanisms of design, coordination and control of the international strategy of the company based on the analysis of business intelligence.
— Apply a commercial strategy for each international market through practical cases based on the analysis of big data as a key for innovation.
— Know how to use the metrics to evaluate how to approach customers.



Teaching blocks


1. Introduction

1.1. Introduction to the digital ecosystem

1.2. Fundamentals of digital marketing

2. Inbound

2.1. Social networks

2.2. SEO

3. Outbound

3.1. SEM

3.2. Display advertising

4. Market intelligence

4.1. Web analytics

4.2. CRM (big data and customer segmentation)

5. Marketing plan



Teaching methods and general organization


The sessions are designed to follow a mixed methodology, combining the introduction of concepts by the lecturer and the students’ active participation. A forum is also created to debate and discuss digital marketing strategy.



Official assessment of learning outcomes


Students are recommended to follow the continuous assessment procedure. 

Students following this option are those who attend class regularly. The final grade is based on:

  • Presentation and discussion of the marketing plan: worth 50% of the final grade.
  • Examination: each student sits an exam to assess the proper acquisition of the main concepts of the subject. It consists of multiple-choice questions. Worth 50% of the final grade.
  • Participation in class: class attendance, participating in discussions and solving exercises. This part is worth an extra 10% of the final grade (maximum grade will be 100).

Students pass this subject if their final grade is equal to or higher than 5 out of 10.

Repeat assessment

Any student who fails to achieve a final grade of 5 out of 10 or higher has to take another exam. Worth 100% of the final grade.

Students who wish to opt for single assessment must send a formal request via e-mail to the lecturer (rmontanera@ub.edu) before the end of the second week of the course.


Examination-based assessment

Students who do not attend class regularly are entered for this assessment procedure.

Single assessment consists of a multiple-choice test. Worth 100% of the final grade.

Students pass the subject if their final grade is equal to or higher than 5 out of 10.

Repeat assessment

Any student who fails to achieve a final grade of 5 out of 10 or higher has to take another exam. Worth 100% of the final grade.



Reading and study resources

Consulteu la disponibilitat a CERCABIB


Dodson, I. The art of digital marketing : the definitive guide to creating strategic, targeted and measurable online campaigns (2016) John Wiley & Sons, Inc

Versió en línia (2016)  Enllaç