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Esta asignatura se imparte en inglés. El plan docente en español es una traducción automática del inglés.
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Original text
This subject is taught in English. The course guide was originally written in English.
Course
Advertising and Public Relations
Subject
Planning and Assessment of Online Media
Type
Compulsory (CO)
Academic year
4
Credits
3.0
Semester
2nd
| Group | Language of instruction | Teachers |
|---|---|---|
| G25, classroom instruction, afternoons | English | Albert Armisen Morell |
Sustainable Development Goals (SDG)
- 5. Gender equality
Objectives
The main objectives of the subject are detailed below:
- Students will be able to analyze online media and understand the strategy associated with each of them.
- Students will have a perspective on the evolution of online media and possible future trends.
- The students will develop practical experience such as analyzing content using digital techniques.
Learning outcomes
Under review. Pending publication
Content
- Introduction to the course
- Media management and performance
- Business models in media markets
- Private to public value in media and journalism
- Managing media and prioritizing societal values
- Strategic context
- Strategic concepts for the media industries
- Social customer relationship management
- Search engine optimization, online advertising, and viral campaigns
- Data visualization
- Big Data
- Blockchain from Web 2 to 3
Evaluation
The course evaluation aims to measure the degree of overall learning achieved by the student. Specifically, the evaluation consists of:
- Class participation: 10%
- Specific evaluation tests: exams (these can be retaken): 30%
- Completion of required work or projects: 60%
Plagiarism or the copying of someone else's work is penalized at all universities, and according to the Rules of Coexistence of the University of Vic-Central University of Catalonia, it constitutes serious or very serious offenses. That is why during this course, any sign of plagiarism or improper appropriation of texts or ideas from other people (What is considered plagiarism) as well as the undeclared or improper use of Artificial Intelligence in an activity, automatically results in a fail and/or other disciplinary measures (Rules of Coexistence of the University of Vic-Central University of Catalonia).
Methodology
- The subject has a practical orientation; a high level of attendance will be required by all students.
- The sessions include a varied range of conceptual theories, themes, and case studies.
- The student will be expected to participate and contribute within the group and the framework of the course.
- The professor will provide a combination of individual and group tutoring depending on the individual needs of each student.
Bibliography
Key references
- Baron, R., Sissors, J. (2010). Advertising Media Planning (7 ed.). The McGraw-Hill Companies, Inc.
- Kung, L. (2017). Strategic Management in the Media: Theory to Practice (2 ed.). SAGE.
Further reading
Teachers will provide complementary bibliography and compulsory reading throughout the course via the Virtual Campus.