Universitat Internacional de Catalunya
Marketing II: Digital Marketing
Other languages of instruction: English, Spanish,
Teaching staff
Email.
Introduction
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
To have successfully completed the Marketing I course.
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.
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.
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.