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Check the schedules of the different groups to know the language of teaching classes. Tot i que el material pot estar en qualsevol dels tres idiomes (català, castellà o anglès).
B4_That students can convey information, ideas, problems and solutions to both specialized and non-specialized audiences
E11_Analyze and properly assess the scientific-technological and economic environment, both to seek innovative opportunities and to establish the necessary processes to adapt the organization to this environment.
E14_Identify emerging sectors and business innovation strategies applied in these sectors and compare them with each other.
G1_Be able to work in a team, actively participating in tasks and negotiating dissenting opinions until reaching consensus positions, thus acquiring the ability to learn together with other team members and create new knowledge
T4_Domain the computer tools and their main applications for the ordinary academic and professional activity
T1_Communicate properly orally and in writing in the official languages of Catalonia
The aim of this course is to learn how to define, plan, execute and evaluate a strategy in Social Networks. Based on a group project, the channels, strategies and different diagnosis and monitoring tools will be worked on in a strategy in the Networks. From the role of social networks in the context of web 2.0, the role of influencers to concepts such as Leads, KPIs or metrics, are worked on and incorporated into the different phases of the SM strategy.
GENDER PERSPECTIVE The classroom (physical or virtual) is a safe space, free of sexist, racist, homophobic, transphobic and discriminatory attitudes, either towards students or teachers. We trust that together we can create a safe space where we can make mistakes and learn without having to suffer the prejudices of others.
a. Theoretical sessions |
MD1. Master class: Expository class sessions based on the teacher's explanation attended by all students enrolled in the subject. MD2. Lectures: There will be two sessions with lecturers in the classroom that will link the theoretical part with experiences in the professional field. |
b. Guided learning |
MD5. 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. MD7. Case studies: Two specific case studies will be worked through various dynamics with face-to-face and non-face-to-face part. These cases will be linked to activities. |
c. Autonomous learning |
MD10. Research and critical reading of articles: Various research works related to case studies and current articles will be proposed. MD11. Non-face-to-face tutorials: for which the student will have telematic resources such as e-mail and ESCSET intranet resources. |
Topic 1. The social media plan
Item 2. Research and analysis
Item 3. The connectors
Item 4. Planning and management of social media campaigns
Subject 5. Creation and cure of contents
Item 6. Execution of the social media plan
Item 7. Measurement, visualization and optimization of the plan
Subject 8. Advertising in social networks
a. Master classes
b. Seminars and presentations
c. Case study
d. Group work
e. Individual work
f. Personal study
The assessment system is divided into continuous assessment activities (60%) and a final exam (40%).
Summary of the evaluation system:
System | Percentage |
Individual activities. Cases | 10% |
Group activities. Cases | 35% |
Group project. Strategy SM | 15% |
Final exam | 40% |
All activities, both individual and group, are mandatory and must be delivered within the allotted time.
Participation in group tutorials is mandatory. Failure to attend them will result in not being able to pass the subject
You must obtain a grade equal to or higher than 5 out of 10:
- in group activities
- to individual activities
- in the group project
- in the final exam
to be able to do average with the other parts of evaluation of the asignatura. Failure to pass one or more of these parts will result in failure to pass the subject.
A student who has not applied for the first call CANNOT apply for recovery
Deighton, John & Kornfeld, Leora (2006) "Case study: United Breaks Guitars". Harvard Business Publishing
Gladwell, Malcolm (2002) "The Tipping Point: How Little Things Can Make a Big Difference". Back Bay Books (January 7, 2002)
Rodríguez-Ardura, I. (2020). Digital marketing and e-commerce. Pyramid
Barry, J. (2016) Social Content Marketing for Entrepreneurs. Business Expert Press
Christakis, Nicholas A. & Fowler, James H. (2011) "Connected: The Surprising Power of Our Social Networks and How They Shape Our Lives - How Your Friends 'Friends' Friends Affect Everything You Feel, Think, and Do". Back Bay Books; Reprint edition (January 12, 2011)
Barcelona University. (2012). "White Paper on Social Networks of the University of Barcelona". [Internet]. Available at: http://www.ub.edu/web/ub/galeries/documents/noticies/llibre_blanc_UB.pdf
David S. White and Alison Le Cornu (2011). Visitors and Residents: A new typology for online engagement. First Monday, Volume 16, Number 9 - 5 September 2011 http://journals.uic.edu/ojs/index.php/fm/article/viewArticle/3171/3049
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Dodson, I. (2016). The Art of digital marketing: The definitive guide to creating strategic, targeted and measurable online compaigns. New Jersey: Wiley.
Williams, J. (2016). Social media: Marketing strategies for rapid growth using Facebook, Twitter, Instagram, Linkedin, Pinterest & Youtube. Wrocław: Amazon.