Universitat Internacional de Catalunya

Marketing III: Ecommerce & Creators Economy

Marketing III: Ecommerce & Creators Economy
3
16350
4
First semester
OB
Main language of instruction: Catalan

Other languages of instruction: English, Spanish,

Introduction

The course is offered in the final year of the Bachelor’s Degree in Advertising and Public Relations as a compulsory subject aimed at developing a broad and strategic understanding of how to apply digital marketing to the contemporary ecosystem of influencers and content creators. This approach enables students to explore new forms of monetization, personal brand building, content creation, and collaboration between brands and creators. The course addresses the need to train professionals capable of navigating complex digital environments.

Pre-course requirements

To have passed the prerequisite courses in the field of Marketing.

Objectives

  • To understand how e-commerce and digital businesses operate.
  • To identify the main business models in the so-called creator economy.
  • To recognize the main forms of collaboration between creators and brands.

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.
  • CP03 - Apply ethical and professional standards in advertising and public relations practice, 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.
  • CP04 - Manage creative communication projects in advertising and public relations, optimising technical, material and time-related resources.
  • CP05 - Manage relationships between advertisers and agencies effectively, applying media planning and buying strategies in multi-channel advertising and public relations environments.
  • CP10 - Create graphic and visual elements by applying principles of design and visual communication to advertising and public relations campaigns.
  • 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 recognize photographic aesthetics and their application through persuasive resources in the advertising field.

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

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

  4. To define the main concepts and channels through which advertising communication takes place: direct and promotional marketing, point of sale and sales teams, etc.

  5. To visually define a brand using image-editing applications, including the use of artificial intelligence.

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

  7. To confidently use graphic and web-page editing software, including artificial intelligence tools.

  8. To master graphic design techniques aimed at persuasive media.

  9. To predict the reach and return of advertising communications in order to adapt the investment made.

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

Syllabus

  1. Introduction to the creator economy.
  2. Influencers, creators, and brands.
  3. Platforms and content monetization.
  4. User experience and conversion.

Bibliography and resources

Bibliography

Audrezet, A., De Kerviler, G., & Moulard, J. G. (2024). Revenue generation through influencer marketing. Journal of Marketing, 88(4), 40–63.

Bleier, A., Fossen, B. L., & Shapira, M. (2024). On the role of social media platforms in the creator economy. International Journal of Research in Marketing, 41(3), 411–426.

Deloitte Insights. (2024). Digital media trends: Creator economy & platforms. Deloitte.

Geyser, W. (2024). Creator economy market size report. Influencer Marketing Hub.

Reference platforms and tools (for classroom use):

  • TikTok Creator Economy / TikTok Shop

  • YouTube Creator Studio

  • Instagram Business & Reels

  • Shopify (social commerce)

  • Patreon / Substack (direct monetization)

  • Amazon Influencer Program

Print version