103413 - CORPORATE COMMUNICATION AND INTERNET MARKETING

Subject type: Mandatory

Coordinator: Alfonso Palacios González

Trimester: First term

Credits: 4

Classes and presentations will be in Catalan. Els materials de suport estaran en l'idioma original que s'han elaborat podent ser català, castellà o anglès.

Give notions of corporate communication techniques and the use of the Internet for marketing, and study the technological basis that makes these techniques possible. The problem will be analyzed from a corporate point of view and the technical solutions and their limitations. In the practical part there will be different analyzes of data obtained from social networks.

This subject has methodological and digital resources to make it possible in person for reasons related to the Covid-19. In this way, the achievement of the same knowledge and skills that are specified in this teaching plan will be ensured.

This subject contributes to some of the learning outcomes specified for the subject to which it belongs:

• LO1 Appropriate use of theories, procedures and tools in the professional development of computer engineering in all its areas (specification, design, implementation, deployment and evaluation of products) in a way that demonstrates an understanding of the commitments made in decisions. of design.
• LO2 Demonstrate knowledge of the ethical dimension in business: social and corporate responsibility in general and, in particular, the civil and professional responsibilities of the computer engineer.
• LO3 Specify, design, implement, manage, and maintain complex and / or critical software systems and services.
• LO4 Control quality and design tests in software production.
• LO5 Define and manage the requirements of an information system.
• LO6 Identify current and emerging technologies and evaluate whether they are applicable, and to what extent, to meet the needs of users.
• LO7 Control project versions and configurations.
• LO8 Design, plan and coordinate a corporate digital communication policy and an Internet marketing strategy.
• LO9 Design and manage information systems.
• LO10 Understand and use manuals, product specifications and other technical information effectively written in English.

Theoretical sessions
Inverted class: Video pills and presentations where the teacher explains the theoretical foundations of the subject, reinforced elements available on the net. These materials must be visualized by the student before the class session. Class sessions attended by all students are asked, discussed, and exercises are done on the pills of the week.
Lectures: Face-to-face or streaming sessions, both in university classrooms and in the framework of another institution, in which one or more specialists present their experiences or projects to students.
Solving exercises and problems: Highly face-to-face activity dedicated to solving practical exercises based on the data provided by the teacher. The decrease in master classes, allows "theory" sessions to be more interactive.

Guided learning
Seminars: Face-to-face format in small work groups (between 14 and 40). These are sessions linked to the face-to-face sessions of the subject that allow to offer a practical perspective of the subject and in which the participation of the student is key.
Case study: Dynamics that starts from the study of a case, which serves to contextualize the student in a specific situation, the teacher can propose different activities, both individually and in groups, among their students
 

Autonomous learning

Theoretical part of the subject: viewing of videos and other material that is part of the theory of the subject, prior to the theoretical session.
Solving exercises and problems: Face-to-face activity (and not face-to-face if it cannot be finished) dedicated to solving practical exercises based on the data provided by the teacher
Research and critical reading of articles. Students start from a working hypothesis that they will develop, following the phases of the research methodology, including the critical reading of articles.
 

This course, due to the situation generated by COVID, some of the group sessions will be held in a non-contact format (via streaming)

1.- Introduction. Web 2.0 and marketing

2.- User data

• Data collection methods
• User trace
• Legislation

3.- Social Networks

• Metrics
• Analysis tools
• Algorithm and complexity
• Databases for graphs

4.- Content Analysis

• Text analysis
• Beyond the word bags
• Analysis tools

5.- recommendation systems

• Network-based recommendation methods
• Bipartite networks
• Cold boot problem

Students are provided with theoretical materials and practical cases to solve that are the basis of the learning activities of the subject. The technique of the inverted class is used: the student has some materials (the most theoretical part of the subject) in the format of videos and materials that he must have seen before the class. During the class there will be activities to discuss theoretical materials and examples of practical application.

The laboratory sessions will be carried out in small projects done in groups of 2 to 3 people.

In order to gather evidence of the achievement of the expected learning outcomes, the following evaluative activities will be carried out:

• A written test at the end of the term where the student must demonstrate their knowledge of the implications, and the applicable technological foundations in internet marketing and corporate communication, showing that the key concepts are known [MECES-2 point a, point c]. This individual test gathers evidence of learning outcomes RA1, RA2, RA3, RA4, RA5, RA6, RA8 The specific competencies will be covered: EFB6 and ESI11.

There will also be three practical exercises that will be worked in groups:

• In the first practical exercise students will have to use different tools to work with data from social networks, use graph processing libraries and develop algorithms for calculating metrics. This will allow evidence of learning outcomes RA1, RA3, RA4, RA5, RA6, RA7, RA8, RA9 and RA10 to be gathered. The specific competencies will be covered: CIN2 and ESI1. For the evaluation the criteria according to MECES-2 points a, b, d, e, f will be applied
• In the second practical exercise we will work, above all, on obtaining and analyzing data from social networks. With this it will be possible to collect evidence of the learning outcome RA1, RA2, RA5, RA6, RA7, RA8, RA9 and RA10. The specific competencies will be covered: EFB6 CIN3 and ESI11. For the evaluation the criteria will be applied according to MECES-2 points a, b, c, d, e, f
• In the third practical exercise we will work on the development of a recommendation system, thus collecting evidence of learning outcomes RA1, RA2, RA5, RA6, RA7, RA8, RA9 and RA10. The specific competencies will be covered: EFB6 CIN3 and ESI11. For the evaluation the criteria will be applied according to MECES-2 points a, b, c, d, e, f

In the area of ​​competence, the three internships, which will mostly have to be developed in non-contact time, cover all the competencies.

In order to pass (pass) the evaluation activities, students must show that they have acquired the theoretical knowledge related to the contents of the subject and that their understanding allows them to put them into practice.
 

In relation to the basic competences assigned to the subject, these are covered in the way of working in the classroom and having them present the work, especially with regard to the aspects that are explained:
CB.3. That students have the ability to gather and interpret relevant data (usually within their area of ​​study) to make judgments that include reflection on relevant social, scientific, or ethical issues.
CB.4. That students can convey information, ideas, problems and solutions to both specialized and non-specialized audiences.
CB.5. That students have developed those learning skills necessary to undertake further studies with a high degree of autonomy.

Finally, and with regard to the transversal competences associated with the subject
 CT1: third language knowledge. This is worked from the documentary sources that students must consult, since all of them are in English. Sometimes also supplied in English (only)
 CT2: Ability to work as a member of a team. This is worked from group work.
 

• For each activity, teachers will be informed of the particular rules and conditions that govern them.
• The one-to-one activities presuppose the student's commitment to carry them out individually and without any collaboration with other people. All activities in which the student does not comply with this commitment to individuality will be considered suspended (grade 0), regardless of their role (sender or receiver) and without this excluding the possible application of other sanctions in agreement. with the current Disciplinary Regime.
• Likewise, the activities to be carried out in groups presuppose the commitment on the part of the students who make it up to carry them out within the group and without any kind of collaboration with other groups or people who are outside them ( group individuality). All activities in which the group has not respected this commitment regardless of its role (sender or receiver) and without this excluding the possible application of other sanctions in accordance with the current Disciplinary Regime will be considered suspended (rating 0).
• In the particular case of internships, when in any of them the commitment of individuality is not respected and / or fraudulent means are used in its realization, the qualification of practices (Pr) will be, for all the members of the group, of 0 points (Pr = 0) regardless of the qualification of the other practices and without this excluding the possible application of other sanctions in accordance with the current Disciplinary Regime.
• Any undelivered activity will be considered scored with zero points
• It is optional for teachers to accept or not deliveries outside the deadlines indicated. In the event that these late deliveries are accepted, it is up to the teacher to decide whether to apply a penalty and the amount thereof.

15% Practice 1.

15% Practice 2.

15% Practice 3.

15% Class Activities

40% Written test

Gladwell, Malcolm (2013). The Tipping Point. taurus ISBN-13: 978-8430606344

Christakis, Nicholas A. (2010). Connected. taurus ISBN-13: 978-6071104434

The Cluetrain Manifesto. http://www.cluetrain.com/

Easley, David, Kleinberg, John. (2010) Networks, Crowds, and Markets: Reasoning About a Highly Connected World. Cambridge University Press.  http://www.cs.cornell.edu/home/kleinber/networks-book/

Hanneman, R., Riddle, M. (2005) Introduction to Social Networks Methods.  http://faculty.ucr.edu/~hanneman/nettext/

Jenkins, Henry (2015). Transmedia Culture: The creation of content and value in a networked culture. Gedisa. ISBN-13: 978-8497848442

Holiday, Ryan (2014). Growth Hacker Marketing: The Future Of Social Media And Advertising. Anaya Multimedia. ISBN-13: 978-8441535749