DIDACTIC UNIT 1. THE MARKETING REVOLUTION: FROM TRADITIONAL MARKETING TO DIGITAL MARKETING 1. Evolution of the Marketing Concept and Content: Exchange as the Criterion for Defining Its Scope 2. The role of marketing in the economic system 3. Strategic marketing management and types of marketing 4. Marketing mix 5. The Marketing Planning Process 6. SWOT analysis and marketing strategies DIDACTIC UNIT 2. NEW DIGITAL MARKETING STRATEGIES 1. Digital Marketing vs. traditional marketing 2. Business research in digital marketing 3. Integrating the Internet into the Marketing Strategy 4. Digital marketing strategy 5. Online Strategic Marketing DIDACTIC UNIT 3. MARKET RESEARCH: DEFINITION AND TYPES 1. Market research 2. Application Areas of Market Research 3. Types of market research design 4. Market segmentation 5. Types of market 6. Positioning DIDACTIC UNIT 4. MARKET RESEARCH AND ANALYSIS 1. Marketing research. Delimitation and definition 2. Research process and design 3. Qualitative research and observation 4. Quantitative research 5. Business Experimentation 6. Sampling 7. Field work and information processing