Universitat Internacional de Catalunya

Digital Marketing

Digital Marketing
5
12060
3
Second semester
OB
Main language of instruction: Spanish

Other languages of instruction: Catalan, English
If the student is enrolled for the English track then classes for that subject will be taught in the same language.

Teaching staff


By appointment. In order to make an appointment, please request one by writing to:

Introduction

In the event that the health authorities announce a new period of confinement due to the evolution of the health crisis caused by COVID-19, the teaching staff will promptly communicate how this may effect the teaching methodologies and activities as well as the assessment.


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.

Competencies

  • 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

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 blended



TRAINING ACTIVITYECTS 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
TRAINING ACTIVITYECTS 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 blended



40% Final project.  The project grade must be equal or greater than 5 in order to be eligible to calculate the final grade

60% Practices, tests and exercises

Attendance and participation in class will be valued. If 2nd and 4th call you must take a theoretical/practical test (100% of the final grade). If 3rd and 5th call you can take continuous evaluation or final evaluation (exam - 100% final grade)

Both work and examinations to hand should follow 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 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.