Teaching marketing analytics, SEO and SEM at UPV
Marketing analytics lecturer at Universitat Politècnica de València
I have taught marketing analytics at Universitat Politècnica de València (UPV) since the 2018–2019 academic year. My professional work with businesses brings practical context to classes on SEO, SEM, strategy and digital analytics.
During this collaboration, I have taught groups studying Neuromarketing, Digital Marketing, and Marketing and Corporate Communication. The photographs on this page show sessions and moments from that teaching work.
From a marketing concept to a business decision
A tool becomes useful when we know which question we want to answer. In marketing analytics, that might mean understanding why a page attracts visits, which channel generates them or which part of a store needs reviewing.
The teaching connects search visibility, advertising and measurement. The aim is for students to interpret information and relate it to a company’s objectives, rather than simply collect metrics.
SEO and SEM: two approaches to customer acquisition
SEO and SEM sessions cover organic visibility and search advertising. Understanding the distinction helps students develop a strategy, assess the role of Google Ads and interpret each channel’s results.
My consultancy work provides a direct connection to questions that arise in real projects: what the business needs, what can change on its website and how to check whether the work is moving in the intended direction.
Ecommerce, web analytics and KPIs
The 2026 Marketing and Corporate Communication programme included ecommerce sessions in April, SEO and SEM in May, and web analytics and KPIs in May. These topics are connected: the store presents the offer, acquisition brings visitors and analytics helps assess what happens next.
A KPI should support a decision. Collecting numbers has little value if we cannot explain them or decide what to do when they change. Moving from data to interpretation is central to marketing analytics.
A career combining consultancy and training
Client work and teaching complement one another. Projects bring real situations into the classroom; explaining those situations requires clear reasoning and accessible explanations of technical decisions.
This reference documents an ongoing teaching collaboration since 2018–2019. Its value lies in experience teaching these subjects and connecting them with professional practice. Teaching experience is not a guarantee of commercial results.
Alongside university teaching, I offer SEO, SEM and digital marketing training for businesses.
What does your team need to learn?
Tell me who will attend, their current knowledge and the challenges they need to solve at work. We can discuss training with an appropriate level and scope.
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