Digital Marketing
Main language of instruction: Spanish
Other languages of instruction: Catalan, English
Head instructor
Dra. Cristina MARTORELL - cmartorell@uic.es
Office hours
By appointment. In order to make an appointment, please request one by writing to:
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.
None
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.
a) Understand the characteristics of Web 2.0 and its implications for marketing and communications.
b) Distinguish the main formats and tools we can use in digital advertising.
c) Develop a social media plan.
d) Develop a digital marketing plan and master key metrics and indicators to assess the degree of compliance with the objectives.
Unit 1: Context and introduction to digital marketing
Unit 2: Digital channels (I)
Unit 3: Digital channels (II)
Unit 4: The online marketing plan
Unit 5: Content and Creativity. Trends in digital marketing
TRAINING ACTIVITY | ECTS CREDITS |
---|---|
Lectures. In lectures, lecturers/professors not only transmit content or knowledge, but also, and above all else, attitudes, motivation, skills and values, etc. They also ensure that participants can express their opinions and arguments to the other students. | 2.5 |
Seminar. This activity will consist of taking an in-depth look at specific up-to-date topics in a monographic manner-in some cases these topics will have been debated socially-, via active work in small groups. | 0.4 |
Practical workshop. A highly practical working activity, where students can acquire skills that are practical or also theoretical (intellectual skills, logical skills, critical skills, intellectual learning skills, study skills, quoting skills, etc). | 1 |
Coaching. Monitoring how students learn the content of the subject, either individually or in groups. In the coaching sessions, mistakes will be corrected, queries answered, and exercises and activities to achieve the established objectives will be suggested. | 0.5 |
Meeting Point. Meetings will be organised with notable people from the professional and scientific fields or the international field, and students. These sessions will take the form of conferences, work sessions, discussions, or interviews, etc. | 0.6 |
30% Final project. The project grade must be equal or greater than 5 in order to be eligible to calculate the final grade
40% Practices and tests.
30% Exercices in class.
Attendance and participation in class will be valued. If 2nd and 3rd call you must take a theoretical/practical test (100% of the final grade).
Both work and examinations to hand should follow the following guidelines:
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.