Digital Strategy

Sustainable Development Goals (SDG)

• 5. Gender equality

Objectives

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

Learning outcomes

• Identify the advertising and public relations theories, processes, structures, and techniques that inform the functions of the various departments of an advertising agency, creative boutique, consulting firm, or media center in conventional, virtual, and emerging environments.
• Examine environmental information from the knowledge and analysis of sources and information search and retrieval systems.
• Apply different conventional and unconventional advertising communication techniques to deliver 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
   • Understand what a digital strategy is, how it is configured, the characteristics and factors to consider in 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; understanding, developing, and implementing the 6Ws of digital strategy; the phases of a digital strategy; the elements included in a digital strategy; and case studies.
3. «Content creation»
   • Develop the practical case of the subject. Through a briefing A fictitious digital campaign is carried out, actions are devised, platforms are selected, it is presented to the client, etc.
4. Evaluation of the digital strategy
   • The importance of evaluation and measurement in the digital realm: understanding the whys and whereabouts of these tools, among other things.

Evaluation

The practical component, divided into exercises throughout the course, accounts for 80% of the grade; 10% corresponds to a comprehensive assessment test consisting of a questionnaire that the student must be able to develop and answer critically based on the knowledge acquired in the course; and, finally, the remaining 10% is the presentation of a case study, which must be explained in a group to the rest of the class.

Methodology

• Despite having a very important theoretical component that ensures that the basic concepts are properly learned, this subject has a very practical focus.
• In the sessions with the whole class group, the teacher explains the theoretical knowledge of the different topics to later solve the briefing manager and transversal exercises of the entire subject.
• It is necessary for the student to dedicate a few hours of personal work each week to this subject to consolidate the knowledge acquired in the different topics.
• The course work plan specifies the weekly schedule for what will be done in the 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.