Marketing and Communication 3.0 and 4.0

Objectives

The course deals with trends and concepts associated with marketing and advertising, aspects that are constantly evolving in a sector that is characterised by its innovative profile and in which investments are becoming increasingly important. The course also analyses new trends and concepts, as well as alternative proposals to existing ones, with the aim of providing new formulas for operating and acting in a highly competitive sector.

Learning outcomes

• Seek, recognize and evaluate opportunities that can be transformed into viable businesses.
• Creatively develop innovative processes and design new business concepts and/or products.

Competencies

General skills

• Be able to analyze and summarize.
• Be able to communicate orally and in the languages of the community.
• Be able to organize and plan.
• Be able to use information: seek, analyze, select, organize and exploit information effectively.

Specific skills

• Be able to analyze and understand the operation of the market and its influence on the activities of a company.
• Be able to apply market research theory and instruments to implement business strategies.
• Be able to apply theoretical knowledge, skills and communication tools to create an integrated communication strategy for an organization.
• Be able to devise and implement integrated marketing plans.

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 can communicate information, ideas, problems and solutions to both specialists and non-specialists.
• Students have demonstrated knowledge and understanding in a field of study that builds on general secondary education with the support of advanced textbooks and knowledge of the latest advances in this field of study.
• Students have developed the learning skills necessary to undertake further studies with a high degree of independent learning.
• 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

• Be a critical thinker before knowledge in all its dimensions. Show intellectual, cultural and scientific curiosity and a commitment to professional rigor and quality.
• Become the protagonist of one's own learning process in order to achieve personal and professional growth and acquire all-round training for living and learning in a context of respect for linguistic, social, cultural, gender and economic diversity.
• Display professional skills in complex multidisciplinary contexts, working in networked teams, whether face-to-face or online, through use of information and communication technology.
• Exercise active citizenship and individual responsibility with a commitment to the values of democracy, sustainability and universal design, through practice based on learning, service and social inclusion.
• 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.
• 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

1. New marketing trends
   1. Introduction
      1. Marketing 3.0
      2. Participation and collaborative marketing
   2. The three big changes
      1. The new 4Ps
      2. Old and new rules of marketing
   3. The new digital values
   4. The new market
   5. A new model of relationship
   6. The new competitors
   7. New opportunities
      1. Opportunity or threat, a matter of time
   8. The new digital consumer
2. Types of digital strategy
   1. Digitizing the physical
      1. Online customer acquisition
      2. Online customer loyalty
      3. From magazine to newsletter
   2. Devirtualizing the digital
   3. Online reputation management
      1. Online reputation management
3. Setting up the map of new trends
   1. Search Engine Marketing, SEM and SEO
   2. The Web
   3. Social networks and virtual communities
   4. Mobile marketing
   5. Apps
   6. Virtual reality worlds and advergaming
   7. Video marketing
   8. Content Marketing
   9. Inbound marketing
   10. Programmatic advertising and RTB
   11. Personal brand

Evaluation

• Classroom practices and practices to be delivered (continuous assessment): 100%

No practice is recoverable.

In the event of failing the regular call, all the practices carried out during the course must be handed in.

The evaluation system applies to any possible scenario in the face of COVID: in-person, semi-in-person and virtual.

Methodology

Combination of theory with classroom practice.

Bibliography

Key references

• Alonso Coto, Manuel (2008). El Plan de Marketing Digital. Blended Marketing como integración de acciones on y offline. Pearson Educación.
• Dans, Enrique (2010). Todo va a cambiar. Tecnología y evolución: adaptarse o desaparecer. Ediciones Deusto.
• KOTLER, Philip; KARTAJAYA, Hermawan; SETIAWAN, Iwan (2010). Marketing 3.0. LID Editorial Empresarial.

Further reading

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