Digital Strategy

Sustainable Development Goals (SDG)

• 5. Gender equality

Objectives

• Understand and deepen the concept and procedure of a digital strategy and know how to create and execute it.
• Have the ability to solve a briefing with digital actions selecting the best relevant platforms.

Learning outcomes

• Identify the advertising and public relations theories, processes, structures and techniques that give rise to the functions of the different departments of an advertising agency, creative boutique, consultancy or media center in conventional, virtual and emerging environments.
• Examine information in the environment from the knowledge and analysis of sources and information search and retrieval systems.
• Apply different conventional and non-conventional advertising communication techniques to convey the message with the highest level of effectiveness, built on the parameters of creativity and innovation in a context that respects linguistic diversity and diverse social, cultural, gender and economic realities.

Content

1. Introduction to digital strategies
   
   • Understanding what a digital strategy is, how it is set up, characteristics and factors to take into account within the digital world; the rising value of the Internet and its 2.0 context; trends and current events. Digital roles in a company and the skills necessary.
2. Digital strategy
   
   • Working on 2.0 objectives, knowing, understanding and working on the 6Ws of digital strategy; the phases of a digital strategy; what elements a digital strategy includes; case studies.
3. «Content Creation»
   • Develop the practical case of the subject. Through a briefing Fictional: a digital campaign is carried out, actions are devised, platforms are selected, the client is presented, etc.
4. Digital Strategy Evaluation
   • Importance of evaluation and measurement in the digital field: knowing why and the different tools that exist, among other aspects.

Evaluation

The practical part, divided into exercises throughout the course, represents 80% of the grade; 10% corresponds to a global evaluation test consisting of a questionnaire that the student must know how to develop and solve in a critical manner according to the knowledge learned in the course; and, finally, the remaining 10% is the presentation of a case study that must be explained in a group to the rest of the classmates.

Methodology

• Despite having a very important theoretical part in which the basic concepts are correctly acquired, this subject has a very practical approach.
• In the sessions with the whole class group, the teacher explains the theoretical knowledge of the different topics to later solve the briefing responsible for and cross-curricular exercises for the entire subject.
• It is necessary for the student to dedicate a few hours of personal work each week to this subject in order to consolidate the knowledge acquired in the different topics.
• The course work plan specifies the weekly schedule of what is to be done in class group sessions.

Bibliography

Key references

• Chaffey, Dave (2016). Digital Marketing: Strategy, implementation and practice (6 ed.). Pearson.
• Fuetterer, Stephan. (2013). Social Business, cómo la tecnología social y las personas contribuyen a la rentabilidad de las empresas. Best Relations ,S.L.
• Holiday Ryan (2014). Growth Hacker Marketing. El futuro del social media y la publicidad. Social Business.
• Maciá Domene, Fernando (2013). Marketing Online 2.0. Anaya.
• Rosales, Pere (2010). Estrategia Digital: Cómo usar las nuevas tecnologías mejor que la competencia (7 ed.). Deusto. Grupo Planeta.

Further reading

Teachers will provide complementary bibliography and compulsory reading throughout the course via the Virtual Campus.