Online Communities
Main language of instruction: Catalan
Other languages of instruction: English, Spanish
Head instructor
Dra. Cristina MARTORELL - cmartorell@uic.es
Office hours
By appointment. In order to make an appointment, please request one by writing to:
Cristina Martorell: cmartorell@uic.es
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.
No pre-course requirements are needed to enrol in this subject
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.
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.
Unit 1: Introduction to Digital Marketing
Unit 2: Digital marketing channels I - Online communities & social networking sites
Unit 3: Canales del marketing digital II
Unit 4: Digital Marketing Plan
30% Exercises in class
30% 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:
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.