The Course aims at introducing digital marketing, both from a theoretical and applied point of view. Additionally, Digital Marketing: Theory and Practice aims at providing students with skills in the use of tools for monitoring and measuring the results from digital platforms. It is also intended that students become familiar with the best practices in the field of content optimization for the digital context.

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