Universitat Internacional de Catalunya
Online Communities
Other languages of instruction: English, Spanish
Teaching staff
By appointment. In order to make an appointment, please request one by writing to:
Cristina Martorell: cmartorell@uic.es
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
No pre-course requirements are needed to enrol in this subject
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
- 06 CG - The ability to read, analyze and synthesize
- 08 CG - The ability to reflect and memorize.
- 09 CG - The ability to innovate
- 10 CG - Knowledge and mastery of bibliographic repertoires
- 16 CE - The ability to make judgments and well-argued critical assessments
- 23 CE - The ability to contextualize and critically analyze mass media products
- 24 CE - The ability to contextualize and critically analyze contemporary legal and political institutions
- 25 CE - Ability to contextualize and critically analyze macroeconomic aspects
- 38 CE - Knowledge and mastery of concepts, data, statistics and economic graphs
- 54 CE - The ability to analyze and understand audiences
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. | 1.5 |
| 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. | 0.4 |
| 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). | 0.4 |
| Focused Praxis. Handing in occasional exercises to learn theory through practice. | 0,4 |
| 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. | 0,3 |
Evaluation systems and criteria
In person
60% Practices and test
40% Final project
Attendance and participation in class will be valued. If 2nd and 3rd call you must take a theoretical-practical test (100% final grade).
Both work and examinations shall deliver 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 which provides college.
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.