Universitat Internacional de Catalunya
Digital Marketing
Other languages of instruction: Catalan, English
Teaching staff
By appointment. In order to make an appointment, please request one by writing to:
Introduction
The generalization of the web -and especially the so-called "web 2.0" - has profoundly changed marketing, economics and human communications. This course will discuss the implications of these changes from a marketing approach, delving into the strategies, tools and techniques that digital marketing provides us to connect with today's consumer.
Pre-course requirements
None
Objectives
a) To understand how the emergence of internet has transformed marketing, communications, business and culture.
b) To identify and to master the main marketing tools in order to operate in this new digital context.
Competences/Learning outcomes of the degree programme
- 09 - Lingustic ability in Catalan, Spanish and English
- 12 - The ability to produce spoken and written texts
- 14 - Ability to analyse
- 18 - The ability to work under pressure
- 20 - The ability of concretion
- 21 - The ability of abstraction
- 48 - The ability to understand and apply the expressive possibilities of new technologies
- 50 - The ability to understand and apply the different narrative elements of a project
- 54 - The ability to design and critique original and viable content
- 56 - The ability to design and critique different forms of film and video
- 58 - Knowledge and mastery of the static image and its ability to communicate
- 68 - Knowledge and mastery of the distinction between opinion and information / colloquial and cultured register
- 70 - Knowledge and mastery of economic data, statistics and graphs
- 73 - Knowledge and mastery of techniques to analyze sources of information.
- 75 - Knowledge and mastery of language use
- 77 - The ability and capacity to take responsibility for the communication area of an organisation
- 81 - Ability and capacity to perform the duties carried out by the media department
- 83 - The ability and capacity to give form to a creative message
- 84 - The ability and capacity to create and carry out graphic elements
- 90 - The ability of insight, ingenuity and creativity
- 92 - The ability for analysis, synthesis and critical judgment
Learning outcomes of the subject
a) Understand the characteristics of Web 2.0 and its implications for marketing and communications.
b) Distinguish the main formats and tools we can use in digital advertising.
c) Develop a social media plan.
d) Develop a digital marketing plan and master key metrics and indicators to assess the degree of compliance with the objectives.
Syllabus
Unit 1: Introduction to digital marketing and online communities.
Unit 2: Owned media.
Unit 3: Paid media.
Unit 4: Earned media.
Unit 5: Inbound marketing & content marketing
Unit 6: Digital Marketing Plan.
Teaching and learning activities
In person
| TRAINING ACTIVITY | ECTS CREDITS |
|---|---|
| Lectures. In lectures, lecturers/professors not only transmit content or knowledge, but also, and above all else, attitudes, motivation, skills and values, etc. They also ensure that participants can express their opinions and arguments to the other students. | 2.5 |
| Seminar. This activity will consist of taking an in-depth look at specific up-to-date topics in a monographic manner-in some cases these topics will have been debated socially-, via active work in small groups. | 0.4 |
| Practical workshop. A highly practical working activity, where students can acquire skills that are practical or also theoretical (intellectual skills, logical skills, critical skills, intellectual learning skills, study skills, quoting skills, etc). | 1 |
| Coaching. Monitoring how students learn the content of the subject, either individually or in groups. In the coaching sessions, mistakes will be corrected, queries answered, and exercises and activities to achieve the established objectives will be suggested. | 0.5 |
| Meeting Point. Meetings will be organised with notable people from the professional and scientific fields or the international field, and students. These sessions will take the form of conferences, work sessions, discussions, or interviews, etc. | 0.6 |
Evaluation systems and criteria
In person
30% Final project. The project grade must be equal or greater than 5 in order to be eligible to calculate the final grade
40% Practices and tests.
30% Exercices in class.
Attendance and participation in class will be valued. If 2nd and 3rd call you must take a theoretical/practical test (100% of the final grade).
Both work and examinations to hand should follow the following guidelines:
- Be properly referenced following the APA rules. You can consult these regulations in http://goo.gl/VGgbP.
- Follow the rules of spelling mistakes that sets the university.
Bibliography and resources
Anderson, Chris (2009). La economía Long Tail: de los mercados de masas al triunfo de lo minoritario. Argentina; España, [etc.]: Empresa Activa.
Elósegui, Tristán (2015). Marketing analytics: cómo definir y medir una estrategia online. Madrid: Anaya.
Guallar, Javier; Leiva-Aguilera, Javier (2013). El content curator: guía básica para el nuevo profesional de Internet. Barcelona: UOC.
Levine, Rick [et al.] (2008). El Manifiesto Cluetrain. Barcelona: Deusto.
Maciá, Fernando (2013). Marketing online 2.0: Cómo atraer y fidelizar clientes en Internet. Madrid: Anaya.
Martí, José (2011). Marketing y publicidad en Internet básico. Madrid: Starbook.
Sigliano, Kevin; González, Pedro J.; Calzada, Beatriz; Márquez, Manuel (2014). Guía Profesional de Publicidad en Redes Sociales [en línea]. Bogotá: Territorio Creativo. Disponible en: https://www.territoriocreativo.es/wp-content/uploads/2014/03/Guia_Profesional_Publicidad_Redes_Sociales_Territorio_creativo.pdf (Consulta: 29/05/2016).
Somalo, Ignacio (2011). Todo lo que hay que saber de Marketing online y Comunicación digital. Madrid: Wolters Kluwer.