{"id":17816,"date":"2019-06-05T17:53:03","date_gmt":"2019-06-05T17:53:03","guid":{"rendered":"https:\/\/www.javiercarmonabenitez.es\/portfolio-items\/macom-upv\/"},"modified":"2026-10-17T12:29:43","modified_gmt":"2026-10-17T12:29:43","slug":"macom-upv","status":"publish","type":"avada_portfolio","link":"https:\/\/www.javiercarmonabenitez.es\/en\/portfolio-items\/macom-upv\/","title":{"rendered":"Macom &#8211; UPV"},"content":{"rendered":"<p><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-1 nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-background-position:left top;--awb-border-sizes-top:0px;--awb-border-sizes-bottom:0px;--awb-border-sizes-left:0px;--awb-border-sizes-right:0px;--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-padding-bottom:20px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-0 fusion_builder_column_1_1 1_1 fusion-one-full fusion-column-first fusion-column-last\" style=\"--awb-bg-size:cover;\"><div class=\"fusion-column-wrapper fusion-flex-column-wrapper-legacy\"><div class=\"fusion-title title fusion-title-1 fusion-sep-none fusion-title-text fusion-title-size-one\" style=\"--awb-margin-top-small:0px;--awb-margin-right-small:0px;--awb-margin-bottom-small:20px;--awb-margin-left-small:0px;\"><h1 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"margin:0;--fontSize:34;line-height:1.41;\">Macom &#8211; UPV<\/h1><\/div><div class=\"fusion-clearfix\"><\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-1 fusion_builder_column_1_1 1_1 fusion-one-full fusion-column-first fusion-column-last fusion-column-no-min-height\" style=\"--awb-bg-size:cover;--awb-margin-bottom:0px;\"><div class=\"fusion-column-wrapper fusion-flex-column-wrapper-legacy\"><div class=\"fusion-image-element fusion-image-align-center in-legacy-container\" style=\"text-align:center;--awb-caption-title-font-family:var(--h2_typography-font-family);--awb-caption-title-font-weight:var(--h2_typography-font-weight);--awb-caption-title-font-style:var(--h2_typography-font-style);--awb-caption-title-size:var(--h2_typography-font-size);--awb-caption-title-transform:var(--h2_typography-text-transform);--awb-caption-title-line-height:var(--h2_typography-line-height);--awb-caption-title-letter-spacing:var(--h2_typography-letter-spacing);\"><div class=\"imageframe-align-center\"><span class=\" fusion-imageframe imageframe-none imageframe-1 hover-type-zoomin\"><img decoding=\"async\" width=\"1221\" height=\"549\" alt=\"macom - upv\" title=\"macom-upv\" src=\"https:\/\/www.javiercarmonabenitez.es\/wp-content\/uploads\/2020\/03\/macom-upv.jpg\" class=\"img-responsive wp-image-17811\" srcset=\"https:\/\/www.javiercarmonabenitez.es\/wp-content\/uploads\/2020\/03\/macom-upv-200x90.jpg 200w, https:\/\/www.javiercarmonabenitez.es\/wp-content\/uploads\/2020\/03\/macom-upv-400x180.jpg 400w, https:\/\/www.javiercarmonabenitez.es\/wp-content\/uploads\/2020\/03\/macom-upv-600x270.jpg 600w, https:\/\/www.javiercarmonabenitez.es\/wp-content\/uploads\/2020\/03\/macom-upv-800x360.jpg 800w, https:\/\/www.javiercarmonabenitez.es\/wp-content\/uploads\/2020\/03\/macom-upv-1200x540.jpg 1200w, https:\/\/www.javiercarmonabenitez.es\/wp-content\/uploads\/2020\/03\/macom-upv.jpg 1221w\" sizes=\"(max-width: 1000px) 100vw, 1221px\" \/><\/span><\/div><\/div><div class=\"fusion-clearfix\"><\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-2 fusion_builder_column_2_3 2_3 fusion-two-third fusion-column-first\" style=\"--awb-padding-top:20px;--awb-padding-right:20px;--awb-padding-bottom:20px;--awb-padding-left:20px;--awb-bg-size:cover;width:65.3333%; margin-right: 4%;\"><div class=\"fusion-column-wrapper fusion-flex-column-wrapper-legacy\"><div class=\"fusion-text fusion-text-1\"><h2>Teaching digital marketing and business communication at UPV<\/h2>\n<p>This project records my teaching work through MaCom at the Universitat Polit\u00e8cnica de Val\u00e8ncia during the 2018\u20132019 and 2019\u20132020 academic years.<\/p>\n<p>Drawing on my professional experience and studies in Marketing and Business Communication Management at UPV, I taught subjects in the Valencia editions of the master\u2019s programmes in Digital Marketing and Communication and in Marketing and Business Communication.<\/p>\n<h3>Subjects taught in 2019\u20132020<\/h3>\n<ul>\n<li>Keyword research.<\/li>\n<li>Link building, link baiting and semantic markup.<\/li>\n<li>Web analytics and SEO auditing.<\/li>\n<li>Email marketing and direct marketing.<\/li>\n<li>Paid search campaigns with Google Ads.<\/li>\n<li>Persuasive communication.<\/li>\n<li>Social media fundamentals and strategic planning.<\/li>\n<\/ul>\n<h3>The 2018\u20132019 academic year<\/h3>\n<p>My teaching included Module 15, SEO, in the Digital Marketing and Communication master\u2019s programme and Module 12 in the Marketing and Business Communication master\u2019s programme.<\/p>\n<p>In the SEO and SEM subjects covering analytics and traffic acquisition, I delivered training in keyword research and link building. I also served on the final master\u2019s project assessment panel, evaluating students\u2019 projects.<\/p>\n<h2>From professional practice to the classroom<\/h2>\n<p>My training work also supports businesses, entrepreneurs and professionals in Spain and internationally. The connection between consultancy and teaching helps explain how marketing decisions translate into practical work.<\/p>\n<p>Explore more examples in my <a href=\"https:\/\/www.javiercarmonabenitez.es\/en\/portfolio\/\">portfolio of projects and collaborations<\/a>.<\/p>\n<\/div><div class=\"fusion-clearfix\"><\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-3 fusion_builder_column_1_3 1_3 fusion-one-third fusion-column-last\" style=\"--awb-padding-top:10px;--awb-padding-right:10px;--awb-padding-bottom:10px;--awb-padding-left:10px;--awb-bg-size:cover;--awb-margin-top:35px;--awb-margin-bottom:15px;width:30.6666%;\"><div class=\"fusion-column-wrapper fusion-flex-column-wrapper-legacy\"><div class=\"fusion-column-content-centered\"><div class=\"fusion-column-content\"><div class=\"fusion-image-element fusion-image-align-center in-legacy-container\" style=\"text-align:center;--awb-caption-title-font-family:var(--h2_typography-font-family);--awb-caption-title-font-weight:var(--h2_typography-font-weight);--awb-caption-title-font-style:var(--h2_typography-font-style);--awb-caption-title-size:var(--h2_typography-font-size);--awb-caption-title-transform:var(--h2_typography-text-transform);--awb-caption-title-line-height:var(--h2_typography-line-height);--awb-caption-title-letter-spacing:var(--h2_typography-letter-spacing);\"><div class=\"imageframe-align-center\"><span class=\" fusion-imageframe imageframe-none imageframe-2 hover-type-none\"><img decoding=\"async\" width=\"133\" height=\"95\" alt=\"macom\" title=\"macom-masters-2020\" src=\"https:\/\/www.javiercarmonabenitez.es\/wp-content\/uploads\/2019\/12\/macom-masters-2020.jpg\" class=\"img-responsive wp-image-17668\"\/><\/span><\/div><\/div><\/div><\/div><div class=\"fusion-clearfix\"><\/div><\/div><\/div><\/div><\/div><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-2 nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-background-position:left top;--awb-border-sizes-top:0px;--awb-border-sizes-bottom:0px;--awb-border-sizes-left:0px;--awb-border-sizes-right:0px;--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-padding-top:0px;--awb-padding-right:0px;--awb-padding-bottom:0px;--awb-padding-left:0px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-4 fusion_builder_column_1_1 1_1 fusion-one-full fusion-column-first fusion-column-last fusion-column-no-min-height\" style=\"--awb-bg-size:cover;--awb-margin-bottom:0px;\"><div class=\"fusion-column-wrapper fusion-flex-column-wrapper-legacy\"><div class=\"fusion-image-element fusion-image-align-center in-legacy-container\" style=\"text-align:center;--awb-caption-title-font-family:var(--h2_typography-font-family);--awb-caption-title-font-weight:var(--h2_typography-font-weight);--awb-caption-title-font-style:var(--h2_typography-font-style);--awb-caption-title-size:var(--h2_typography-font-size);--awb-caption-title-transform:var(--h2_typography-text-transform);--awb-caption-title-line-height:var(--h2_typography-line-height);--awb-caption-title-letter-spacing:var(--h2_typography-letter-spacing);\"><div class=\"imageframe-align-center\"><span class=\" fusion-imageframe imageframe-none imageframe-3 hover-type-none\"><img decoding=\"async\" width=\"713\" height=\"581\" alt=\"macom-upv: profesores\" title=\"macom-upv-profesores\" src=\"https:\/\/www.javiercarmonabenitez.es\/wp-content\/uploads\/2020\/03\/macom-upv-profesores.jpg\" class=\"img-responsive wp-image-17813\" srcset=\"https:\/\/www.javiercarmonabenitez.es\/wp-content\/uploads\/2020\/03\/macom-upv-profesores-200x163.jpg 200w, https:\/\/www.javiercarmonabenitez.es\/wp-content\/uploads\/2020\/03\/macom-upv-profesores-400x326.jpg 400w, https:\/\/www.javiercarmonabenitez.es\/wp-content\/uploads\/2020\/03\/macom-upv-profesores-600x489.jpg 600w, https:\/\/www.javiercarmonabenitez.es\/wp-content\/uploads\/2020\/03\/macom-upv-profesores.jpg 713w\" sizes=\"(max-width: 1000px) 100vw, 713px\" \/><\/span><\/div><\/div><div class=\"fusion-image-element fusion-image-align-center in-legacy-container\" style=\"text-align:center;--awb-caption-title-font-family:var(--h2_typography-font-family);--awb-caption-title-font-weight:var(--h2_typography-font-weight);--awb-caption-title-font-style:var(--h2_typography-font-style);--awb-caption-title-size:var(--h2_typography-font-size);--awb-caption-title-transform:var(--h2_typography-text-transform);--awb-caption-title-line-height:var(--h2_typography-line-height);--awb-caption-title-letter-spacing:var(--h2_typography-letter-spacing);\"><div class=\"imageframe-align-center\"><span class=\" fusion-imageframe imageframe-none imageframe-4 hover-type-none\"><img decoding=\"async\" width=\"2000\" height=\"1125\" alt=\"macom\" title=\"macom-01\" src=\"https:\/\/www.javiercarmonabenitez.es\/wp-content\/uploads\/2019\/06\/macom-01-scaled.jpeg\" class=\"img-responsive wp-image-21370\" srcset=\"https:\/\/www.javiercarmonabenitez.es\/wp-content\/uploads\/2019\/06\/macom-01-200x113.jpeg 200w, https:\/\/www.javiercarmonabenitez.es\/wp-content\/uploads\/2019\/06\/macom-01-400x225.jpeg 400w, https:\/\/www.javiercarmonabenitez.es\/wp-content\/uploads\/2019\/06\/macom-01-600x338.jpeg 600w, https:\/\/www.javiercarmonabenitez.es\/wp-content\/uploads\/2019\/06\/macom-01-800x450.jpeg 800w, https:\/\/www.javiercarmonabenitez.es\/wp-content\/uploads\/2019\/06\/macom-01-1200x675.jpeg 1200w, https:\/\/www.javiercarmonabenitez.es\/wp-content\/uploads\/2019\/06\/macom-01-scaled.jpeg 2000w\" sizes=\"(max-width: 1000px) 100vw, 2000px\" \/><\/span><\/div><\/div><div class=\"fusion-clearfix\"><\/div><\/div><\/div><\/div><\/div><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-3 nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-5 fusion_builder_column_1_1 1_1 fusion-one-full fusion-column-first fusion-column-last fusion-column-no-min-height\" style=\"--awb-bg-size:cover;--awb-margin-bottom:0px;\"><div class=\"fusion-column-wrapper fusion-flex-column-wrapper-legacy\"><div class=\"fusion-sep-clear\"><\/div><div class=\"fusion-separator fusion-full-width-sep\" style=\"margin-left: auto;margin-right: auto;margin-top:30px;margin-bottom:30px;width:100%;\"><\/div><div class=\"fusion-sep-clear\"><\/div><div class=\"fusion-reading-box-container reading-box-container-1\" style=\"--awb-title-color:#333333;--awb-margin-top:10px;--awb-margin-bottom:10px;\"><div class=\"reading-box\" style=\"background-color:#f9f9f9;border-width:1px;border-color:#f6f6f6;border-top-width:3px;border-top-color:var(--primary_color);border-style:solid;\"><a class=\"button fusion-button button-default fusion-button-default-size button-default-size button-flat fusion-desktop-button fusion-tagline-button continue fusion-desktop-button-margin continue-right\" style=\"-webkit-box-shadow:none;-moz-box-shadow:none;box-shadow:none;border-radius:2px 2px 2px 2px\" href=\"https:\/\/www.javiercarmonabenitez.es\/en\/portfolio\/\" target=\"_self\"><span>Portfolio<\/span><\/a><h2>Explore more projects and collaborations<\/h2><div class=\"reading-box-description fusion-reading-box-additional\">Thank you for visiting my website.<\/div><div class=\"reading-box-additional\">\n<h4>Projects in SEO, paid search and web design<\/h4>\n<\/div><div class=\"fusion-clearfix\"><\/div><a class=\"button fusion-button button-default fusion-button-default-size button-default-size button-flat fusion-mobile-button continue-right\" style=\"-webkit-box-shadow:none;-moz-box-shadow:none;box-shadow:none;border-radius:2px 2px 2px 2px\" href=\"https:\/\/www.javiercarmonabenitez.es\/en\/portfolio\/\" target=\"_self\"><span>Portfolio<\/span><\/a><\/div><svg style=\"opacity:0.70;\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" version=\"1.1\" width=\"100%\" viewBox=\"0 0 600 28\" preserveAspectRatio=\"none\"><g clip-path=\"url(#a)\"><mask id=\"b\" style=\"mask-type:luminance\" maskUnits=\"userSpaceOnUse\" x=\"0\" y=\"0\" width=\"600\" height=\"28\"><path d=\"M0 0h600v28H0V0Z\" fill=\"#fff\"\/><\/mask><g filter=\"url(#c)\" mask=\"url(#b)\"><path d=\"M16.439-18.667h567.123v30.8S438.961-8.4 300-8.4C161.04-8.4 16.438 12.133 16.438 12.133v-30.8Z\" fill=\"#000\"\/><\/g><\/g><defs><clipPath id=\"a\"><path fill=\"#fff\" d=\"M0 0h600v28H0z\"\/><\/clipPath><filter id=\"c\" x=\"5.438\" y=\"-29.667\" width=\"589.123\" height=\"52.8\" filterUnits=\"userSpaceOnUse\" color-interpolation-filters=\"sRGB\"><feFlood flood-opacity=\"0\" result=\"BackgroundImageFix\"\/><feBlend in=\"SourceGraphic\" in2=\"BackgroundImageFix\" result=\"shape\"\/><feGaussianBlur stdDeviation=\"5.5\" result=\"effect1_foregroundBlur_3983_183\"\/><\/filter><\/defs><\/svg><\/div><div class=\"fusion-sep-clear\"><\/div><div class=\"fusion-separator fusion-full-width-sep\" style=\"margin-left: auto;margin-right: auto;margin-top:30px;margin-bottom:30px;width:100%;\"><\/div><div class=\"fusion-sep-clear\"><\/div><div class=\"fusion-clearfix\"><\/div><\/div><\/div><\/div><\/div>\n<br \/>\n<div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-4 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:2080px;margin-left: calc(-4% \/ 2 );margin-right: calc(-4% \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-6 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:1.92%;--awb-margin-bottom-large:0px;--awb-spacing-left-large:1.92%;--awb-width-medium:100%;--awb-spacing-right-medium:1.92%;--awb-spacing-left-medium:1.92%;--awb-width-small:100%;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-flex-justify-content-flex-start fusion-content-layout-column\"><\/div><\/div><\/div><\/div><\/p>\n<div style='text-align:right' class='yasr-auto-insert-visitor'><!--Yasr Visitor Votes Shortcode--><div id='yasr_visitor_votes_30aa39fe9116e' class='yasr-visitor-votes'><div class=\"yasr-custom-text-vv-before yasr-custom-text-vv-before-17816\">Consultor SEO Alicante<\/div><div id='yasr-vv-second-row-container-30aa39fe9116e'\r\n                                        class='yasr-vv-second-row-container'><div id='yasr-visitor-votes-rater-30aa39fe9116e'\r\n                                      class='yasr-rater-stars-vv'\r\n                                      data-rater-postid='17816'\r\n                                      data-rating='0'\r\n                                      data-rater-starsize='16'\r\n                                      data-rater-readonly='true'\r\n                                      data-rater-nonce='62efae8e76'\r\n                                      data-issingular='false'\r\n                                    ><\/div><div class=\"yasr-vv-stats-text-container\" id=\"yasr-vv-stats-text-container-30aa39fe9116e\"><span id=\"yasr-vv-text-container-30aa39fe9116e\" class=\"yasr-vv-text-container\">[Puntuaci\u00f3n media de las Rese\u00f1as: <span id=\"yasr-vv-average-container-30aa39fe9116e\">0<\/span>]<\/span><\/div><div id='yasr-vv-loader-30aa39fe9116e' class='yasr-vv-container-loader'><\/div><\/div><div id='yasr-vv-bottom-container-30aa39fe9116e'\r\n                              class='yasr-vv-bottom-container'\r\n                              style='display:none'><div class='yasr-small-block-bold'><span class='yasr-visitor-votes-must-sign-in'><\/span><\/div><\/div><\/div><!--End Yasr Visitor Votes Shortcode--><\/div>","protected":false},"excerpt":{"rendered":"<p>Teaching SEO, paid search, web analytics and digital communication through MaCom at UPV. This project covers the 2018\u20132019 and 2019\u20132020 academic years, including participation in final master\u2019s project assessment.<\/p>\n","protected":false},"author":8163,"featured_media":21372,"menu_order":0,"comment_status":"open","ping_status":"closed","template":"","format":"standard","meta":{"content-type":"","yasr_overall_rating":4.9,"yasr_post_is_review":"","yasr_auto_insert_disabled":"","yasr_review_type":"","footnotes":""},"portfolio_category":[67,65,238,291,68,70,62,64],"portfolio_skills":[],"portfolio_tags":[],"class_list":["post-17816","avada_portfolio","type-avada_portfolio","status-publish","format-standard","has-post-thumbnail","hentry","portfolio_category-branding","portfolio_category-digital-marketing-alicante","portfolio_category-eventos-en","portfolio_category-marketing","portfolio_category-prestashop-alicante","portfolio_category-seo-sem","portfolio_category-shopify-alicante","portfolio_category-wordpress-alicante"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>MaCom\u2013UPV Teaching Project, 2018\u20132020 | Javier Carmona<\/title>\n<meta name=\"description\" content=\"Teaching SEO, paid search, web analytics and digital communication in MaCom master\u2019s programmes at UPV during the 2018\u20132020 academic years.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.javiercarmonabenitez.es\/en\/portfolio-items\/macom-upv\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"MaCom\u2013UPV Teaching Project, 2018\u20132020 | Javier Carmona\" \/>\n<meta property=\"og:description\" content=\"Teaching SEO, paid search, web analytics and digital communication in MaCom master\u2019s programmes at UPV during the 2018\u20132020 academic years.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.javiercarmonabenitez.es\/en\/portfolio-items\/macom-upv\/\" \/>\n<meta property=\"og:site_name\" content=\"Consultor SEO &amp; 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