Digital Marketing and Social Media Strategies Course

Digital Marketing and Social Media Strategies Course 2026

The Digital Marketing and Social Media Strategies Course provides a comprehensive introduction to digital marketing from a strategic perspective. It builds on traditional marketing and advertising concepts to understand how they are adapted to the digital environment, while incorporating artificial intelligence tools to support research, planning, content creation, and results analysis.

Objectives

Understand the fundamentals of marketing and their application in digital environments.
Design digital strategies based on business objectives.
Differentiate between branding and performance campaigns and select appropriate indicators.
Plan social media content using strategic criteria.
Interpret metrics to optimize communication initiatives.
Use AI tools to support different stages of the marketing process.

Assessment

Assessment will be based on the completion of practical activities throughout the course and a final integrative project consisting of the development of a digital marketing strategy for a brand. The project will include a diagnosis, objectives, content strategy, editorial calendar, proposed metrics, and the justified use of AI tools.

Contents of the Digital Marketing and Social Media Strategies Course

1 Module 1: Marketing Fundamentals and the Digital Ecosystem

Content:

Traditional Marketing and Digital Marketing
Marketing 1.0 to 5.0
BOEM Model
STP: Segmentation, Targeting, and Positioning
Value Proposition
Branding vs. Performance
SMART Objectives
Introduction to Buyer Personas

Practical Application:

Activity: Brand analysis and objective setting.
AI: Use of ChatGPT/Gemini for research and synthesis.

Module 2: Digital Strategy

Content:

Brief
Situational Analysis
Benchmarking
SWOT Analysis
Customer Journey
Conversion Funnel
Owned, Paid, and Earned Media
Channel Mix

Practical Application:

Activity: Development of a brief and a Minimum Viable Strategy.
AI: Support for research and hypothesis generation.

Module 3: Social Media and Content Strategy

Content:

The role of Instagram, Facebook, TikTok, LinkedIn, and WhatsApp
Content Pillars
Storytelling
Editorial Calendar
Frequency and Formats
Community Management
Influencers and User-Generated Content (UGC)

Practical Application:

Activity: Design of a monthly content calendar.
AI: Brainstorming, copywriting, image creation, and editorial planning.

Module 4: Analytics and Optimization

Content:

KPIs
Reach, Engagement, CTR, and Conversion
Dashboards
Metrics Interpretation
Continuous Optimization
Ethics, Algorithms, and Trends

Practical Application:

Activity: Metrics analysis and development of recommendations.
AI: Data analysis and report generation.

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Program at a glance

Format

Online (75% synchronous / 25% asynchronous)

Language

Spanish

Program duration

24 hours

Cost of the course

$490

Schedule

Tuesdays: 6:30 pm – 9:00 pm
Thurdays: 6:30 pm – 9:00 pm

Start: Octuber 6, 2026

Important Information

The programs offered by the Executive & Continuing Education Department at Millennia Atlantic University are non-credit programs and do not award academic credit. Upon successful completion of the program, you will receive a Certificate of Completion issued by Millennia Atlantic University.

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Meet Your Tutors

Franco Misitrano

Franco Misitrano holds a degree in Communication Sciences from the University of Buenos Aires (UBA) and has more than 15 years of experience in communications, advertising, digital marketing, and growth marketing. He combines extensive teaching experience at UBA with a professional background at companies such as Rappi, Etermax, Aprende Institute, and UNO Collective, specializing in digital strategy, performance marketing, user acquisition, and digital transformation.

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