MODULE 3.6: Advertising

Summary and objectives

This module starts by introducing the main advertising techniques companies can use, pointing out their strengths, to later on focus on digital advertising as a growing tool to reach target prospects, gain and maintain customers. Tools such as display advertising, SEO and SEM, social media marketing, mobile advertising or email marketing are addressed. The module finishes by taking a closer look at Google Ads as a tool to improve performance and boost revenues, and a number of advertising success stories.

Expected learning outcomes

This module will allow the student to:

  • Learn about advertising techniques.
  • How to use the Internet to promote your project, your web site or your brand.
  • Be creative and think outside the box.


Advertising, digital, techniques, brand, website, creative, above the line, below the line, through the line, SEM, SEO, banners, news, pop-up, social media, ad, email, retargeting, revenues, Google.

Content Organisation