Universitat Internacional de Catalunya

Online Community Management

Online Community Management
3
16203
1
First semester
OB
Main language of instruction: English

Other languages of instruction: Catalan, Spanish

Teaching staff


Dr. PERELLÓ SOBREPERE, Marc - mperello@uic.es

Students can arrange a tutorial or contact the professor via email at mperello@uic.es

Introduction

Contemporary communication takes place within a digital ecosystem where audiences no longer simply receive content, but also participate, share and build communities around brands, media, institutions and shared interests.

This course introduces students to digital communication and online community management, covering areas such as audience analysis, digital identity, content strategy, storytelling, social platforms, engagement, online reputation and performance measurement.

Pre-course requirements

No. 

Objectives

  1. Understand how the emergence 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 the new ways of producing and disseminating content through digital tools.

  4. Develop a personal branding strategy.

  5. Apply knowledge of innovative practices in digital marketing focused on specific and measurable objectives.

  6. Develop digital marketing and communication action plans.

  7. Master the most relevant content management tools.

Competences/Learning outcomes of the degree programme

  • CN01 - Recognise contemporary social and media realities, contextualise historical events, and identify newsworthy issues at local, national and international levels.
  • CN03 - Recognise the specialist areas of contemporary journalism, including their characteristics, styles, sources and specific methodologies.
  • CN05 - Define concepts and specialised journalistic terminology in English.
  • CN06 - Recognise the principal artificial intelligence tools with applications in journalism.
  • CP01 - Work effectively in professional journalism teams, adapting to multidisciplinary and changing environments.
  • CP02 - Apply professional ethical principles and standards of academic rigour in journalism, recognising the current legal and ethical framework and respecting the fundamental right to equality between women and men, promoting human rights, a culture of peace and democratic values, including the use of inclusive, non-discriminatory and stereotype-free language.
  • CP03 - Analyse audiences within the digital media ecosystem in order to develop content for diverse audiences.
  • CP04 - Manage the technical, material and time-related resources of a journalistic project.
  • CP06 - Produce innovative, multi-platform journalistic content using narrative techniques and approaches specific to each medium and format.
  • CP07 - Create innovative multimedia products by integrating graphic design, emerging technologies and elements of digital culture to communicate information in an engaging and accessible way across all devices.
  • CP08 - Implement strategic communication plans within organisations and institutions across different sectors, defining the organisation's messaging and public image.
  • CP09 - Develop multi-platform scripts that take into account the specific characteristics of different genres and formats.
  • CP10 - Apply knowledge of media funding models to develop viable budgets for journalistic projects, critically analysing economic data and placing it within the business and social context of the sector.
  • CP11 - Apply internal and external communication strategies to build a favourable perception of an organisation among its stakeholders.
  • CP12 - Manage an organisation's internal communications to promote understanding of its values and organisational culture.
  • HB01 - Interpret relevant data obtained from a variety of sources.
  • HB02 - Present and defend journalistic projects orally and in writing in Catalan, Spanish and English.
  • HB03 - Transform information into engaging and aesthetically effective messages.
  • HB04 - Use a range of media research and documentation resources.
  • HB05 - Distinguish between information, opinion and manipulation, applying verification and source-checking techniques to debunk misinformation and identify content generated by artificial intelligence.

Learning outcomes of the subject

Students will be able to:

  1. Analyse different audiences in order to create content for various target groups, media, and platforms, including institutional and corporate communication.

  2. Design communication strategies for organisations across different fields, implementing innovative approaches to institutional communication, internal communication, and crisis communication protocols.

  3. Create advertising messages and marketing or public relations strategies targeted at different audiences and adapted to various media and platforms.

  4. Acquire knowledge of the structure of journalistic organisations, their economic environment, and the legal and ethical principles governing the operation and growth of the media.

  5. Become familiar with the principles, strategies, and emerging trends in marketing, including the digital environment and AI tools.

  6. Manage institutional relations by fostering citizen participation in public institutions.

  7. Manage the digital distribution channels and social media of companies and institutions across different fields.

Syllabus

  • Topic 1. The Digital Ecosystem: From Audiences to Communities

    Introduction to the digital environment and the shift from traditional audiences to connected, participatory and networked communities.

    Topic 2. Digital Audiences: Segmentation, Behaviours and Personas

    Understanding how digital audiences behave, how they can be segmented and how personas can help identify needs, motivations and communication opportunities.

    Topic 3. Digital Identity: Values, Purpose and Tone of Voice

    How brands and organisations build a coherent digital identity through values, purpose, personality and tone of voice.

    Topic 4. Content Strategy: Objectives, Pillars and Planning

    How to define communication objectives, establish content pillars and organise content through strategic planning.

    Topic 5. Storytelling and Digital Narratives

    How stories, narrative structures and creative approaches can be used to communicate effectively in digital environments.

    Topic 6. Social Media, Platforms and Digital Formats

    An overview of the main social platforms, their characteristics, audiences, formats and strategic roles.

    Topic 7. The Validation Stadium: Influence and Behaviour in Digital Communities

    Introduction to the Validation Stadium model as a framework for understanding influence, validation and behaviour in digital environments.

    Topic 8. Engagement and Online Community Management

    How organisations build relationships with their communities, encourage participation and manage interaction in digital spaces.

    Topic 9. Digital Reputation and Online Crisis Management

    How digital reputation is created, monitored and protected, including the principles of online crisis prevention and response.

    Topic 10. Analytics, Metrics and Social Listening

    How to measure digital communication performance, select relevant metrics and use social listening to understand audiences, conversations and reputation.

Teaching and learning activities

In person



  • Lectures — students are encouraged to take notes to assimilate key concepts, ask questions and prepare for class discussions and activities.
  • Practical activities — application of course content through exercises, case analysis and activities related to digital communication and online communities.
  • Class participation — participation in discussions and activities, active listening and constructive feedback to classmates and the professor are encouraged and valued.

Evaluation systems and criteria

In person



1. Class Participation — 10%

Active participation in class discussions, exercises and activities will be assessed, together with active listening, preparation for class and constructive feedback provided to classmates.

2. Group Assignment — UIC Promotional Video — 40%

In groups of 3–4 students, create a 45–60 second promotional video presenting UIC to a specific target audience.

The video must communicate one clear idea and apply the principles of digital communication, audience insight and storytelling covered in class. Assessment will consider the communication objective, understanding of the target audience, main message, creative concept, narrative structure, audiovisual execution and suitability for social media.

Format: horizontal, 16:9, Full HD, MP4.

Submission deadline: Sunday, 25 October 2026, 23:59.
Oral defense: Monday, 26 October 2026, in class.

The final video must be uploaded to YouTube as Unlisted, and the required submission details must be submitted through Moodle.

See Moodle for the complete task instructions, technical requirements and presentation guidelines.

3. Group Assignment — Social Media Plan — 50%

In groups of 3–4 students, choose a real brand or organisation and develop a new social media plan for it.

The project will include an analysis of the brand and its current social media presence, objectives, buyer persona and Validation Stadium, strategy, channels, content plan, mock-ups, community management approach and measurement.

The project must be developed directly in presentation format —PowerPoint, Canva, Google Slides or similar— and defended orally in class.

Submission deadline: Sunday, 29 November 2026, 23:59.
Oral defense: Monday, 30 November 2026, during the regular class session.

Assessment will consider the quality of the analysis, strategic coherence, application of course concepts, quality and realism of the proposed content, measurement framework and the group’s ability to explain and defend its decisions.

See Moodle for the complete brief, required structure and presentation guidelines.

Important

  • To pass the course, students must obtain a minimum final grade of 5 out of 10.

  • The final grade is composed of Class Participation (10%), UIC Promotional Video (40%) and Social Media Plan (50%).

  • Students who fail the first assessment period must complete a final reassessment assignment, which will account for 100% of the grade in the second assessment period.

  • Students who do not pass the second assessment period will be required to retake the course.

Bibliography and resources

Alphabetical Order

  1. Berger, J. (2013). Contagious: Why Things Catch On. Simon & Schuster.

  2. Chayka, K. (2024). Filterworld: How Algorithms Flattened Culture. Doubleday.

  3. Gillespie, T. (2018). Custodians of the Internet: Platforms, Content Moderation, and the Hidden Decisions That Shape Social Media. Yale University Press.

  4. Hund, E. (2023). The Influencer Industry: The Quest for Authenticity on Social Media. Princeton University Press.

  5. Jenkins, H., Ford, S., & Green, J. (2013). Spreadable Media: Creating Value and Meaning in a Networked Culture. New York University Press.

  6. Perelló-Sobrepere, M. (2026). ¿Me lo compro? La realidad del consumo, la influencia social y el papel de las marcas. Libros de Cabecera.

  7. Perelló-Sobrepere, M. (2026). The stadium of validation: A framework for understanding modern consumer decision making in the age of social media and algorithms. Journal of Digital & Social Media Marketing, 14(3).

  8. Shirky, C. (2008). Here Comes Everybody: The Power of Organizing Without Organizations. Penguin Press.

  9. Thompson, D. (2017). Hit Makers: The Science of Popularity in an Age of Distraction. Penguin Press.

  10. van Dijck, J., Poell, T., & de Waal, M. (2018). The Platform Society: Public Values in a Connective World. Oxford University Press.

Additional academic articles, case studies and digital resources will be provided throughout the course.

Print version