The course aims at introducing digital marketing and its specificities. Additionally, Strategies and Metrics of Digital Marketing aims at providing students with skills in the use of tools for monitoring and measuring the results from digital platforms (websites, applications, social media). It is also intended that students become familiar with the best practices in the field of content optimization for the digital context, in particular Search Engine Optimization.

It is expected that students acquire knowledge that allow them to conceive and plan digital marketing strategies, as well as to understand how users receive and interact with different types of content through the analysis of different digital marketing metrics.