Universitat Internacional de Catalunya

Online Communities

Online Communities
3
14038
4
Second semester
op
Main language of instruction: Catalan

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

  • CB01 - Students must demonstrate that they have and understand knowledge in an area of study that is based on general secondary education, and it tends to be found at a level that, although it is based on advanced textbooks, also includes some aspects that involve knowledge from the cutting-edge of their field of study.
  • CB03 - Students must have the ability to bring together and interpret significant data (normally within their area of study) to issue judgements that include a reflection on significant issues of a social, scientific and ethical nature.
  • CB04 - That students can transmit information, ideas, problems and solutions to specialist and non-specialist audiences.
  • CB05 - That students have developed the necessary learning skills to undertake subsequent studies with a high degree of autonomy.
  • CE19 - To be aware of the principles of biomedical science related to health and learn how to work in any field of Biomedical Sciences (biomedical companies, bioinformatics laboratories, research laboratories, clinical analysis companies, etc.).
  • CG07 - To incorporate basic concepts related to the field of biomedicine both at a theoretical and an experimental level.
  • CG10 - To design, write up and execute projects connected to the field of Biomedical Sciences.
  • CG11 - To be aware of basic concepts from different fields connected to biomedical sciences.
  • CT01 - To develop the organisational and planning skills that are suitable in each moment.
  • CT02 - To develop the ability to resolve problems.
  • CT03 - To develop analytical and summarising skills.
  • CT04 - To interpret experimental results and identify consistent and inconsistent elements.
  • CT05 - To use the internet as a means of communication and a source of information.
  • CT06 - To know how to communicate, give presentations and write up scientific reports.
  • CT07 - To be capable of working in a team.
  • CT08 - To reason and evaluate situations and results from a critical and constructive point of view.
  • CT09 - To have the ability to develop interpersonal skills.
  • CT10 - To be capable of autonomous learning.
  • CT11 - To apply theoretical knowledge to practice.
  • CT12 - To apply scientific method.
  • CT13 - To be aware of the general and specific aspects related to the field of nutrition and ageing.
  • CT14 - To respect the fundamental rights of equality between men and women, and the promotion of human rights and the values that are specific to a culture of peace and democratic values.

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:
  • 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.
  • 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.
  • 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.
  • Focused Praxis. Handing in occasional exercises to learn theory through practice.
  • 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.
  • 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.

ECTS CREDITS:
  • 1
  • 0.4
  • 1
  • 0,4
  • 0,2

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:

  1. Be properly referenced following the APA rules. You can consult these regulations in http://goo.gl/VGgbP.
  2. 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.

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