Universitat Internacional de Catalunya

Online Communities

Online Communities
Second semester
Main language of instruction: Catalan

Other languages of instruction: English, Spanish

Teaching staff


Communication has its present and future environment in the digital ecosystem. The steady growth of Internet access and its many applications in the world of Journalism and Advertising are reshaping the media map. In this context, communication professionals need new skills that will help them cope with this paradigm shift and make them permeable to technological innovations that affect the way we communicate.
New windows for broadcasting, new ways of producing and distributing content and communicating with audiences. In this context, the disciplines of journalism, audiovisual communication, marketing and advertising are hybridized. This subject allows you to get a broad view of this reality with a clear practical application of new digital knowledge


  1. Understand how the advent of the Internet has transformed marketing, communication, business, and culture
  2. Identify and master the main tools of Marketing in this digital context
  3. Understand new ways of producing and disseminating content through digital tools
  4. Develop personal branding strategy
  5. Apply knowledge of innovative practices in targeted digital marketing
  6. Define an action plan in Digital Marketing and Communication
  7. Master the main tools for managing and disseminating digital content


  • 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

  1. Understand the characteristics of web 2.0 and its implications for marketing and communication
  2. Distinguish the main formats and digital advertising tools.
  3. Design a social media and digital communication plan
  4. Develop a digital marketing plan and know the main metrics and indicators to assess the degree of achievement of the objectives set
  5. Master the main tools for managing and disseminating digital content


Topic 1: Introduction to digital marketing and online communities
Topic 2: Types of media: own, paid and earned
Topic 3: Digital use and consumption: audience analysis and metrics
Topic 4: Inbound marketing and content marketing
Topic 5: Applied digital content generation workshop
Topic 6: Digital Marketing Plan I
Topic 7: Digital Marketing Plan II
Topic 8: Digital communication applied to digital media
Topic 9: Personal branding plan for communicators
Topic 10: Social Selling. Employee Advocacy. Employer Branding.

Teaching and learning activities

In person

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
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. 0,4
Focused Praxis. Handing in occasional exercises to learn theory through practice. 1,2
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. 1,0

Evaluation systems and criteria

In person

This subject will be assessed through continuous assessment. You must obtain a 5 to pass the subject
Final activity (in three installments): 60% (10 + 20 + 30%)
Continuous assessment activities: 40%

Class attendance and participation will be valued. In the case of 2nd and 3rd calls, a theoretical-practical exam must be taken (100% of the final grade).

Both assignments and exams to be submitted must follow the following guidelines:
Be properly referenced following APA regulations. You can consult these regulations at http://goo.gl/vggbp
Follow the spelling rules established by the University
It is very important to be punctual at the beginning of the classes, to participate actively and to be proactive in the application of the acquired knowledge.

Bibliography and resources

Compulsory bibliography


  • LAMELO, CARLES Follow Friday. Método estratégico de comunicación 2.0 y márquetin digital. Barcelona: UOC, 2014




  • ANDERSON, CHRIS La economía Long Tail: de los mercados de masas al triunfo de lo minoritario. Argentina; España, [etc.]: Empresa Activa, 2009

  • ARRUDA, WILLIAM Digital You: Real Personal Branding in the Virtual Age Alexandria, VA: ATD Press, 2019

  • GUALLAR, JAVIER; LEIVA-AGUILERA, JAVIER El content curator: guía básica para el nuevo profesional de Internet Barcelona: UOC, 2013

  • GARCÍA GARRIDO, EMILIO Personal branding : guía para alcanzar el éxito profesional en Internet. Madrid: Anaya Multimedia, 2020.

  • LEVINE, RICK [et al.] El Manifiesto Cluetrain. Barcelona: Deusto, 2008

  • MACIA, FERNANDO 2018. Estrategias de Marketing Digital. Ed: Anaya Multimedia.

  • MOLARES CARDOSO, JULINDA El Branding self-cheking® : el método para gestionar tu imagen dentro del personal branding. Madrid: Editorial Fragua, 2020. 

  • PEÑARROYA FARELL, M. Guía para crear tu plan de acción online: 6 fáciles pasos para que tu organización, por fin, crezca online. Madrid: 3ISIC Editorial, 2020

  • PÉREZ ORTEGA, ANDRÉS Marca Personal para Dummies Barcelona: Ed. Para dummies, 2014

  • PETERS, TOM The Brand You 50 (Reinventing Work). New York: Alfred A. Knopf, 1999

  • SOMALO, IGNACIO Todo lo que hay que saber de Marketing online y Comunicación digital Madrid: Wolters Kluwer, 2011