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Text traduït
Aquesta assignatura s'imparteix en anglès. El pla docent en català és una traducció de l'anglès.
La traducció al català està actualitzada i és equivalent a l'original.
Si ho prefereixes, consulta la traducció!
Texto traducido
Esta asignatura se imparte en inglés. El plan docente en español es una traducción del inglés.
La traducción al español está actualizada y es equivalente al original.
Si lo prefieres, ¡consulta la traducción!
Original text
This subject is taught in English. The course guide was originally written in English.
Course
Marketing and Business Communication
Subject
Social Media
Type
Compulsory (CO)
Academic year
3
Credits
3.0
Semester
1st
| Group | Language of instruction | Teachers |
|---|---|---|
| G25, classroom instruction, afternoons | English | Jesica Ana Menendez Signorini |
| Nahuel Faedo |
Objectives
Social media have changed the communication paradigm, putting the prosumer in the centre of companies. In this course students will work on the main social networks and how to make a global digital marketing plan for a brand.
Learning outcomes
- Communicate clearly to all type of audiences (specialized or not) knowledge, methodology, ideas, problems and solutions.
- Elaborate reports and documents (mainly technical) with correct English grammar.
- Define digital marketing strategies.
- Develop digital marketing plans.
Competencies
General skills
- Be able to put basic knowledge of the profession into practice.
- Be environmentally and socially aware at work.
Specific skills
- Be able to use theoretical knowledge, skills and appropriate tools in order to create brand value and corporate image value.
- Understand and be able to convey the importance of an organisation's approach to the market and customer relations.
Core skills
- Interact in international and worldwide contexts to identify needs and and new contexts for knowledge transfer to current and emerging fields of professional development, with the ability to adapt to and independently manage professional and research processes.
Content
- Introduction to social media (presentation, objectives, competencies and evaluation). Brief introduction to web 2.0
- Marketing online and the digital marketing plan + introduction to social media + Facebook
- Twitter and Foursquare + study case
- Youtube, Instagram, Vimeo, Pinterest, Linkedin + study case
- Social media analytics and reports
- Social media management tools
- Online reputation management
- SEO: definition, searchers and how to write on the internet
- SEM: definition, types of ads, Google Adwords and analytics
- Email marketing: Mailchimp and public relations 2.0
- Web analytics and reports
- Personal branding
- Legal issue
- Mentoring of the project
- Project presentations
Evaluation
- Follow-up assessment (follow-up sessions, projects and participation): 15%
- Specific evaluation (exam and SS task): 45%
- Required projects (developing a social media plan): 40%
Methodology
The first part of the session will be focused on theoretical aspects. The second part of the class is focused on the development of exercises, case studies and mentoring for all required projects.
Bibliography
Key references
- Rojas, P., Redondo, M. (2013). Cómo preparar un Plan de Social Media Marketing. Ediciones Gestión 2000.
- Scolari, C. (2013). Narrativas Transmedia. Cuando todos los medios cuentan. Deusto.
Further reading
Teachers will provide complementary bibliography and compulsory reading throughout the course via the Virtual Campus.