Abstract:

Once the University Degree studies have been completed, students must demonstrate that they have acquired the necessary skills to obtain the corresponding university degree and for the development of the profession to which these studies are naturally linked. Therefore, it is assumed that there must be a direct link between the theme and contents of the Final Degree Project (FDP) and the subjects developed in the university stage, but in the same way the FDP acquires greater value if it is carried out as a project applied to a real environment linked to a company or operating entity.
This document details how the FDP of a student from the first promotion to finish his studies in the Degree in Digital Technologies and Multimedia (GTDM) has been developed, as a real application of digital marketing techniques, without having previous references because it is a Degree of new creation. This study details how the topic has been chosen by crossing the GTDM Degree competencies (of a markedly technical and technological nature), the personal interests of a student (with scarcely technical personal interests) recently graduated from said Degree, and the needs of a real newly created company with the clear objective of entering a mature market through the online sale of sports equipment. The most relevant difficulty to overcome has been the company's PUSH approach, which has made it difficult for it to enter the market, and whose resistance has been tried to be overcome through the most modern digital marketing techniques.
The results of the development of this FDP as a reflection of real market activity are shown in the study as great advances in the online positioning of said company.

Keywords:

Final Degree Project, First promotion, Digital marketing, Online market.