Digital Communication and Positioning

Objectives

• He knows the pillars of digital marketing and takes into account the evolution of the Internet and the needs of consumers.
• It analyzes the environment and the digital competition to establish its positioning.
• Create and manage a website with WordPress focused on a target audience. It works on the value proposition and other digital aspects such as usability, natural positioning in search engines, etc.
• Strategically apply the techniques covered during the course, such as SEO, SEM, and web analytics.
• Get a global view of the use of social media to manage the reputation of companies through online tools.
• Know the different business models on the Internet.

Learning outcomes

• Learn the fundamental concepts of digital marketing.
• It has the capacity to properly manage the contents of a web portal built in WordPress.
• It has the ability to apply the SEO and SEM strategy for good positioning in search engines.
• Know the dynamics of social networks for the management of the company's online reputation.
• Know the business models on the internet.

Skills

General skills

• Desire to take part in lifelong learning, innovate, create value and acquire new knowledge.

Specific skills

• Conceptualize, design, implement and assess interfaces and interaction schemes, putting into practice standard models of assessment.
• Have skill in communication and digital marketing, entrepreneurship and business management.

Basic skills

• Students can apply their knowledge to their work or vocation in a professional manner and have competencies typically demonstrated through drafting and defending arguments and solving problems in their field of study.
• Students have the ability to gather and interpret relevant data (usually within their field of study) in order to make judgments that include reflection on relevant social, scientific and ethical issues.

Core skills

• Project the values of entrepreneurship and innovation in one's academic and professional career, through contact with a variety of practical contexts and motivation for professional development.
• Use oral, written and audiovisual forms of communication, in one's own language and in foreign languages, with a high standard of use, form and content.

Content

• Introduction to digital marketing. Market segmentation and value proposition
• Web design and structure
• Analysis of the digital environment. Digital benchmark
• Customer acquisition and loyalty strategies. SEO - natural positioning in search engines
• Creation of websites with WordPress
• Web analytics
• SEM and other techniques to attract visitors to the website: online advertising, affiliate programs, online public relations, digital markets
• Social networks and planning
• Online business models
• Electronic commerce
• Usability, conversion and loyalty
• Mobile marketing and gamification
• Online marketing plan

Evaluation

Evaluation operation

• The evaluation is continuous. During the course, activities are carried out which, together with the compulsory project grade and the final test, make up the final grade.
• The weighting is as follows:
  • Attendance and participation in class: 5% of the final grade
  • Activities done in class: 15% of the final grade (non-refundable)
  • Compulsory projects: 50% of the final mark (refundable). This area consists of doing 2 exercises that are weighted as follows:
    • Situation and competitor analysis ( benchmark ): 10%
    • Website with WordPress: presentation and delivery of the report: 40%
  • Specific assessment test: final exam: 30% (recoverable)

Review and recovery of the subject

• The student has the right to the review of all submitted evaluation assignments.
• To pass the subject it is mandatory to hand in the class activities and the two projects.
• Up to 40% of the subject can be recovered during the re-evaluation period scheduled by the Faculty, through the review of the mandatory projects or a specific test that allows the recovery of the evaluation test.

Methodology

• In this subject, theoretical and practical sessions, problem-solving sessions and solving exercises are taught in the classroom.
• A set of guided practices are proposed in which the work is done individually or in groups of two people.
• Regarding personal work, the student must monitor the subject, solve problems and do the practicals.

Bibliography

Key references

• Cardador Cabello, Antonio Cabello, autor. (2019). Gestión del marketing 2.0. COMM040PO. Retrieved from https://ucercatot.uvic-ucc.cat/permalink/34CSUC_UVIC/qq5d82/alma991001126862206718
• Fernández Casado, Pablo E. (2018). Usabilidad web : teoría y uso. Retrieved from https://ucercatot.uvic-ucc.cat/permalink/34CSUC_UVIC/qq5d82/alma991001125685106718
• Windekilde, Iwona. Henten, Anders Hansen (2023). Business Model-the Perspective of Systems Thinking and Innovation. Retrieved from https://ucercatot.uvic-ucc.cat/permalink/34CSUC_UVIC/n4lsb5/cdi_oapen_doabooks_100919

Further reading

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