Universitat Internacional de Catalunya

Digital Marketing

Digital Marketing
3
16296
3
Second semester
OB
Main language of instruction: Catalan

Other languages of instruction: English, Spanish,

Teaching staff


Email.

Introduction

The web creation - and especially of the so-called "web 2.0" - has profoundly transformed marketing, the economy and human communication. In this subject we will analyze the implications of these changes from the perspective of marketing and advertising, delving into the strategies, tools and techniques offered by digital marketing to connect with today's consumer.

Pre-course requirements

No. 

Objectives

  • Understand how the emergence of the Internet has transformed marketing, communication, business and culture.
  • Identify and master the main tools used by marketing to operate in this new digital context.

Competences/Learning outcomes of the degree programme

  • CN02 - Identify the various stakeholders in the contemporary audiovisual sector, their roles and the operational dynamics of a digital and globalised environment.
  • CN03 - Identify emerging trends and developments within the global audiovisual ecosystem, including new formats and production technologies.
  • CN04 - Explain the current legal and ethical framework governing the creation and distribution of audiovisual products, taking into account the sector's regulatory requirements.
  • CN05 - Identify the key factors involved in assessing the economic, technical and creative viability of an audiovisual product in the current market.
  • CN07 - Recognise the main contemporary artificial intelligence tools with applications in the audiovisual sector.
  • CP02 - Critically examine contemporary social developments and contextualise audiovisual works appropriately.
  • CP03 - Communicate information and original ideas effectively, both orally and in writing, in Spanish, Catalan and English.
  • CP04 - Apply professional ethical principles and standards of academic rigour in the audiovisual field, 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.
  • CP05 - Develop multi-platform scripts that take into account the specific characteristics of different audiovisual genres and formats.
  • CP06 - Apply innovative image and sound techniques in audiovisual productions, integrating emerging technologies.
  • CP07 - Create audiovisual content for commercial purposes, making full use of the expressive possibilities of multimedia environments and maximising creative potential through emerging digital technologies.
  • HB01 - Use a range of media research and documentation resources.
  • HB02 - Apply professional techniques in body language and voice presentation to create impactful audiovisual content.
  • HB04 - Use bibliographic resources, specialised terminology and linguistic structures in English effectively for professional communication in the audiovisual field.

Learning outcomes of the subject

Students will be able to:

  1. To master the main photography techniques and technologies.

  2. To master the main digital design techniques and technologies.

  3. To master the main techniques and technologies for planning and formally presenting communication products, including the use of artificial intelligence to create infographics and optimise data management.

  4. To recognise tools for documenting and managing audiovisual content.

  5. To create audiovisual entertainment products by applying narrative, aesthetic and post-production techniques to develop engaging content.

  6. To master verbal and body language when speaking in front of an audience.

  7. To recognise the professional routines, terminology and practices characteristic of the creative industries.

  8. To distinguish between different formats according to the devices available.

  9. To stimulate artistic creativity by defining an individual style and developing lateral thinking.

  10. To understand the process of negotiating and selling the rights to an audiovisual work so that it can be distributed through venues and platforms that enable it to reach its audience.

  11. To keep up to date with search engine positioning and social media, mastering the main digital marketing techniques and technologies.

  12. To assess the viability of an audiovisual project in relation to the available knowledge of its audiences.

Syllabus

Unit 1: Introduction to Digital Marketing

  • Definition / Fundamentals
  • Traditional vs. Digital
  • Objectives
  • Utilities
  • Marketing funnel

Unit 2: Digital Marketing Techniques

  • Web
  • Social Media
  • Content Marketing
  • E-mailing
  • Inbound Marketing
  • Other techniques

Unit 3: Digital Marketing Tools

  • Website (CMS)
  • Social Media (Community Management)
  • SEO positioning (Semrush)
  • Trends (Adwords)
  • Measurement (Analytics)

Unit 4: Digital Marketing Plan

  • Internal and external analysis
  • SWOT analysis
  • Objectives
  • Target audience (buyer person)
  • Strategy
  • Techniques and channels
  • Calendar
  • Budget
  • Results

Unit 5: Trends in the sector

Bibliography and resources

Google. (s. f.). Skillshop: Google Ads y Google Analytics. https://skillshop.withgoogle.com/
HubSpot Academy. (s. f.). Digital Marketing Certification Course. https://academy.hubspot.com/courses/digital-marketing
Meta. (s. f.). Meta Blueprint. https://www.facebookblueprint.com/
Semrush. (s. f.). Semrush Academy. https://www.semrush.com/academy/
Think with Google. (s. f.). Marketing insights and research. https://www.thinkwithgoogle.com/

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