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October 06, 2007 Let’s face it: within a certain group of population, online gaming is more popular than TV watching. And if they happen to be our targets, we have to use this new channel to communicate them our products and services’ offer. Two different formats will be analyzed by Paul Fleming along these sessions: specially designed advergames the prospects will play on Internet or their cell-phones and that are extremely useful to communicate them brand values; and third party metaverses like Second Life in which we will have to place or virtual ads.
Which contents would you like to be taught in this course? Best regards Manuel A. Alonso Coto 
Today, mobile phones can be utilized for much more than just making phone calls. Wireless carriers also offer data services which enable access to various types of content and services; and some of this data services have become powerful media channel with the ability to include advertising along with the contents In this subject all forms of advertising using cell phone will be analyzed in detail: mobile web banners, multimedia messaging, downloadable applications and proximity marketing (bluecasting).
Which contents would you like to be taught in this course? Best regards Manuel A. Alonso Coto
Online communication allows for communication anywhere and anytime at any place. It offers chances to build strongly committed communities with a simple brilliant idea that has viral marketing effects. All new concepts and tools (RSS, podcasting, social networks, online public relations, …) will be explained in detail by Joshua Novick so attendants can learn how to develop a successful e-communication plan.
Which contents would you like to be taught in this course? Best regards Manuel A. Alonso Coto
This course explores major issues regarding conceptual development, competitive advantages and strategic design of digital customer-centric systems. Students will learn how to use digital intelligence to focus all companies operations on their customers
Which contents would you like to be taught in this course? Best regards Manuel A. Alonso Coto
This course examines the strategies and challenges involved in using technology to define and optimize user-systems mains of interaction. Techniques such as eyetracking and others will be explained so students can learn how to manage the development of more user-friendly and trendy interfaces for all kind of digital devices.
Which contents would you like to be taught in this course? Best regards Manuel A. Alonso Coto
This course examines how to use digital tools to collect and analyze information about consumers, markets, niches, products and the effectiveness of marketing programs. The World Wide Web is an incredible resource for collecting information in order to identify and define marketing opportunities and problems.
Which contents would you like to be taught in this course? Best regards Manuel A. Alonso Coto
Online communication allows for communication anywhere and anytime at any place. This course presents an in-depth study of how digital technologies (such as video teleconferencing, two-way interactive television, bulletin and discussion boards, asynchronous forums, real-time chats, etc.) can be used to supplement and enhance delivery of branding and advertising.
Which contents would you like to be taught in this course? Best regards Manuel A. Alonso Coto
Journalism schools are teaching the convergence of media, but what will their audiences look like in five years? People spend less time watching TV and reading newspapers each day and use it to wander around in Second Life, watch videos in YouTube, photos in Flickr and exchange information through social networks. This course explores the challenge of profitably using these emerging media for advertising.
Which contents would you like to be taught in this course? Best regards Manuel A. Alonso Coto
This course addresses the operational key elements involved in digital advertising campaigns: IT servers hosting, online advertising campaigns monitoring and tracking tools, adserving technologies, digital advertising spaces optimization tools, etc.
Which contents would you like to be taught in this course? Best regards Manuel A. Alonso Coto
Practical cases and theoretical notes will illustrate how to plan, design and manage online advertising campaigns within a global marketing strategy. Concepts such as reach, affinity, conversion and media planning will be introduced to students. A special focus will be set on how to optimally integrate online and offline advertising formats to maximize campaigns efficiency.
Which contents would you like to be taught in this course? Best regards Manuel A. Alonso Coto
Trough this course students will learn how to set up their own e-marketing measurement and improvement programs and how to interpret results and create actionable management intelligence which can be applied across all elements of marketing mixes, not just online. They will understand how to use online e-metrics both to improve their email marketing and online advertising campaign results in addition to optimising website’s performance.
Which contents would you like to be taught in this course? Best regards Manuel A. Alonso Coto
This course examines the digital advertising trends through its short history in order to provide a solid conceptual basis to students. Issues will include portal failure, hyperlinks relevance, web search engines success, traditional media quota decrease, consumer generated content, free software, crowdsourcing, social media, aggregators, online alerts, RSS feeds, etc.
Which contents would you like to be taught in this course? Best regards Manuel A. Alonso Coto
In Internet advertising, the best return on investment comes from successfully optimising websites for search engines. Through PPC (Pay per Click) and SEO (Search Engine Optimization) tecniques analysis, students will learn how to improve webs ranking and position maximising oriented traffic to increase return on web development investments.
Professor Rodrigo Miranda will teach you SEO and professor Thomas Mendrina will teach you SEM. Which contents would you like to be taught in these courses? Manuel A. Alonso Coto
Conceptual basis of digital advertising will be established in order to provide students with a useful toolbox which includes topics such as online ads, display advertising, rich media ads (microspots, flash animations, etc), contextual ads, behavioural advertising, payment models (CPM, CPC, CPA, CPL), advertising networks, media and agencies management and in general the whole digital advertising market operation.
Which contents would you like to be taught in this course? Best regards Manuel A. Alonso Coto
The program explores copyright issues (including its copyleft vision), laws affecting the industry, personal data protection, safety and privacy. Students will obtain a solid understanding of how to legally optimize the use of advertising databases and formats.
Which contents would you like to be taught in this course? Best regards Manuel A. Alonso Coto
The program will first provides you with a strong foundation in core business disciplines, essential for management in any sector. It quickly expands into a broad set of specific topics, and zeroes in on all of the key issues vital to the success or failure for companies linked to digital advertising and communication.
Business Fundamentals - the Cornerstones of Business will serve as the conceptual base against which students can cross-reference modules studied later in order to identify and manage the elements that make the Digital Advertising industry different from the others. The issues considered will be the essentials of strategy, basic finance, key marketing concepts, management control and the challenges posed by humanities and ethical issues. The program features several stimulating modules that address numerous issues of concern to digital advertising. Topics to be discussed include:
In this thread we will be introducting every specific subject so you can give your opinion about the contents every one of them should include. Best regards Manuel A. Alonso Coto
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