​This course aims to develop student competencies in digital marketing from a communication perspective that takes into consideration the connector, the target audience, the promotional message, and the appropriate selection and use of the medium. In this course, students will understand the core concepts of advertising and digital marketing, besides the types and fields (i.e. trade marketing, political marketing, public service advertisements and ideas marketing). This course also aims to help students discover the potential and necessary strategies and tools to improve the advertising and marketing practices. In addition, it identifies the methods of using social media networks, digital marketing strategies, digital advertising design and production, the development of brands, digital promotional campaigns, and the landscape of big data related to the target audience​