E-Marketing Strategy


The objective of the course is to analyze the business tools you need to manage to conquer a market previously available that has been identified and defined as a target marketing of the company. The tactical plan that would follow to any definition of a strategic marketing of the company, is what this course is focused on. Therefore it is important that the company has previously defined the concepts of segmentation, positioning and marketing strategy in order to address the most successful marketing plan.

We will start by analyzing the actions required to attract business to be part of a potential market identified as available, with emphasis on the strategies defined by the marketing plan. Then, we analyze the actions necessary to achieve loyal customers / consumers captured, and so they will become customers / consumers that either keep buying or referenced the company to other new customers / consumers. Finally, the business plan must be able to maintain and develop those customers / consumers already loyal.

We must learn to manage the four main commercial activities such as the public relations, advertising, promotion and personal selling, and knowing how to mix such activities with the aim of achieving the three goals above.

The four previous actions can be performed through different media, the study of media that are now regarded as more effective, does not mean that all serve the same goal, learning to identify what and when to use is another aim of the course.

And finally, the student will understand the importance of the internet as a mean of communication and different marketing techniques you can use. What are the basic principles of marketing and internet advertising as well as its technological bases. How to integrate online marketing techniques in your marketing strategy, how to generate traffic to your website and use the major tools used in this environment.


Goals and Student Profile


After completing the course the participant will be able to:

  • Further develop operational business plans as a part of the marketing plan
  • Learn tools for recruitment, retention maintenance of customers / consumers in a defined market.
  • Study the basic commercial activities of public relations, advertising, promotion and personal selling.
  •  Analyze the various media through which we contact the market and get the defined goals.
  • Deepen in organizing and managing a sales team as a means to achieve business goals.
  •  Know how to distinguish the different on line marketing techniques for a proper use of them.
  •  Know the key metrics and what techniques to use for each target
  • How and why should I use the social web
  • Define an integrated on line marketing plan or 360º


Student Profile

ENAE Business School is very conscious of the fact that every teaching institution is built by all and must be very careful about participant selection right from the very start by analysing their CV, qualification certificates, admission exam and through a personal interview of the student by the program director. Depending on the program, ENAE Business School carries out tests to evaluate language competence.

Most of our students come from the business world about 80% of ENAE’s students are graduate professionals and executives who wish to update their knowledge and improve their skills. These students come from different academic backgrounds mostly engeneering, business, law, economics, communication and humanities.
We encourage young and talented graduates with entrepreneur spirit to be involved in our programs as a fast track to achieve their goals in the business World.



1.            The conquest of an available market

2.            Search and acquisition of available customers

3.            Work and loyalty of those that buy

4.            Maintenance and development of loyal customers

5.            Business management tools. Quantity, quality and addressing to business contacts.

6.            Business goals

7.            Marketing strategies: Public Relations. Advertising. Promotion. Personal Selling. E – Commerce



1.            Difference between advertising, promotion and public relations. The communication mix

2.            The different media

3.            Goals, strategies and advertising

4.            Goals and strategies for  the promotion

5.            Goals and strategies of public relations

6.            Budget control and communication

7.            Relations with the advertising agency



1.            Mission of the sales team

2.            Defining the ideal profile of a seller in terms of their responsibilities

3.            The selection of vendors

4.            The development and formation of a seller

5.            The management and team management

6.            The compensation plan and motivating a sales team

7.            The control and monitoring of a seller



1.            Introduction

2.            The future is here

3.            Main techniques



1.            Creativity to power

2.            Main formats

3.            Cases



                       1.         How to define an e – mail that works

                       2.         Key ratios

                       3.         Cases



1.            SEO

1.1               Keywords

1.2               Technology

1.3               Relevance

1.4               Visibility

2.            SEM

2.1               Platform for Google

2.2               How to define a campaign

2.3               Main results


1.            Definition

2.            Current overview

3.            Facebook, Twitter and Linkedin


Specified time period and Place

Specified time period:  This course has and extension of 20 contact ours at ENAE premises.

Timetable: This course is delivered on Friday from 16:30 h. to 21:30 h. and Saturday from 9:00 h. to 14:00 h

Place and Address:
Edif. ENAE. Campus Universitario de Espinardo 30100 Espinardo Murcia- Spain

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Terms of Payment and Scholarships

Admission Process

The program is part of a Master and has limited availability. Taking this course will provide you great opportunities for expanding your professional networks. Final admission decision is reserved to ENAE Business School on the basis of prerequisites established for the course, room availability and specific group profile required.

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