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Performance marketing refers to a data-driven approach to marketing that focuses on maximizing specific key performance indicators (KPIs) to achieve tangible and measurable results. Unlike traditional marketing, which often relies on brand awareness and broad messaging, performance marketing is all about driving immediate and quantifiable actions, such as clicks, conversions, leads, or sales.
The core principle of performance marketing is accountability and return on investment (ROI). It involves setting clear goals and then utilizing various digital channels and advertising platforms to reach those goals in a cost-effective manner. Marketers closely monitor and analyze the data generated by their campaigns, making real-time adjustments to optimize performance and ensure the highest possible ROI.
ESEI employs a project-based learning and assessment methodology across all modules taught in our master programmes. This innovative approach means students collaborate in groups to develop projects that demand creativity, teamwork, and problem-solving abilities.
The primary advantage of this method is that by the time students graduate, they will have compiled a portfolio of work. This portfolio will be directly relevant to their future roles, whether as employees or business owners, showcasing their hands-on experience and skills.
Project formats vary and are at the discretion of the instructor. Projects can take the form of case studies, written reports, videos, role-playing activities, podcasts, or any other medium that effectively communicates the students’ ideas. Teachers are responsible for creating project briefs and monitoring team progress with regular updates and check-ins.
Projects will be evaluated based on group and individual contributions, as well as the presentation and subsequent Q&A session, highlighting the importance of both collective and personal efforts in achieving project objectives.
A significant portion of the grade, 20%, is determined by students’ engagement and participation in class, reflecting the value placed on active involvement and contribution to the learning environment.
Elisenda Williams is a seasoned expert in the digital marketing landscape, bringing over a decade of freelance digital marketing experience to ESEI Business School. Specializing in crafting and executing comprehensive digital strategies across various social media networks, Elisenda has a proven track record of coordinating successful digital marketing campaigns. Her expertise is not only practiced in the field but also shared through her role as a professor, where she molds the next generation of marketing professionals.
At ESEI International Business School in Barcelona, Elisenda Williams serves as a Professor of Social Media Marketing and Inbound Marketing. Her practical experience as a freelance digital marketer enriches her teaching, providing students with current industry insights and real-world applications of digital marketing theories.
Elisenda Willaims’s core expertise lies in developing and implementing digital strategies specifically tailored for Social Media Networks. Her ability to navigate the ever-changing digital landscape and coordinate impactful marketing campaigns sets her apart as a leader in her field. Her comprehensive understanding of digital marketing dynamics enables her to effectively engage with audiences and achieve significant outcomes for various projects.
As a dedicated educator, Elisenda specializes in teaching Social Media Marketing and Inbound Marketing. Her courses are designed to equip students with the skills necessary to excel in the digital marketing world. Through hands-on learning experiences, Elisenda ensures that her students are well-versed in the latest digital marketing tools and strategies, making them competitive in the job market.
Elisenda Williams profoundly impacts her students by bridging the gap between academic theories and practical marketing applications. Her teachings emphasize the importance of a strategic approach to digital marketing, encouraging students to think creatively and analytically about engaging with digital audiences. Through her guidance, students learn to navigate complex digital landscapes with confidence and develop marketing campaigns that resonate with target audiences. Elisenda’s passion for digital marketing and commitment to student success inspire her students to pursue excellence in their future careers.
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