Universitat Internacional de Catalunya

Marketing II: Digital Marketing

Marketing II: Digital Marketing
3
16331
2
Second semester
OB
Main language of instruction: Catalan

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.

Competences/Learning outcomes of the degree programme

  • CN05 - Recognise the principal artificial intelligence tools with applications in advertising, marketing and public relations.
  • CN07 - Identify emerging trends in digital communication, social media and interactive environments for planning advertising and public relations activities in digital and multi-platform contexts.
  • CP05 - Manage relationships between advertisers and agencies effectively, applying media planning and buying strategies in multi-channel advertising and public relations environments.
  • CP09 - Create multi-platform advertising content using narrative and digital marketing strategies adapted to different formats and channels.
  • HB01 - Analyse relevant data obtained from multiple sources using a range of research and documentation methods.
  • HB12 - Use specialised English terminology in advertising and public relations.

Learning outcomes of the subject

Students will be able to:

  1. To identify photographic aesthetics and how they are expressed through persuasive techniques applicable to advertising.

  2. To understand the relationships involved in sales processes, from the initial business idea to the distribution and promotion of products and services.

  3. To master verbal communication in order to create advertising messages aimed at different audiences and adapted to various media.

  4. To define key concepts and identify the areas and stakeholders involved in advertising communication, including direct and promotional marketing, points of sale and sales teams.

  5. To develop a brand’s visual identity using image-editing applications, including artificial intelligence tools.

  6. To define a brand’s sonic identity using audio libraries and music-editing software.

  7. To use graphic design and website creation software proficiently, including artificial intelligence tools.

  8. To master graphic design techniques for persuasive media.

  9. To predict the reach and return on investment of advertising communications in order to adjust advertising spend accordingly.

  10. To develop multichannel marketing strategies, including the use of artificial intelligence tools.

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.

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