General information

Subject type: Mandatory

Coordinator: Monica Juliana Oviedo León

Trimester: First term

Credits: 6

Teaching staff: 

Antonio Caparrós Zaragoza
Álvaro González Gómez 

Teaching languages

Although the material can be in any of the three languages ​​(Catalan, Spanish or English).


Basic skills
  • CB4. That students can convey information, ideas, problems and solutions to both specialized and non-specialized audiences.

Specific skills
  • CE9. Apply technological tools for the use of business resources through Marketing.

  • CE10. Analyze and evaluate the role of digital communities and social media in business.

  • CE13. Identify the basic tools of e-Marketing.

  • CE14. Apply the knowledge acquired to the management of digital communities.

General competencies
  • CG1. Be able to work in a team, actively participate in tasks and negotiate in the face of dissenting opinions until reaching consensus positions, thus acquiring the ability to learn together with other team members and create new knowledge.

Transversal competences
  • CT1. Communicate properly orally and in writing in the two official languages ​​of Catalonia.

  • CT4. Master computer tools and their main applications for ordinary academic and professional activity.


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.

Learning outcomes

  • Know the basics of social interaction applied to social networks
  • Be able to identify human connections and interests that make content viral. 
  • Be able to analyze and detect the virtues and problems of social media in business management.
  • Be able to define business goals and propose strategies to achieve them through social media marketing campaigns
  • Know and be able to use the main computer tools to manage the planning, execution and monitoring of a social media marketing campaign
  • Be able to analyze the results of a campaign and organize the information to be presented and used in business decision making 

Working methodology

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.

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.


Topic 1. The social media plan

  • The effects of networks on individuals, the collective and the company
  • The legacy of Web 2.0
  • Objectives and strategy

Item 2. Research and analysis

  • By levels of integration. Vertical networks, horizontal networks
  • By relationship between users. Symmetrical networks, asymmetric networks
  • Others. by purpose, by access, by functionality
  • The golden circle
  • Buyer person i Customer decision journey

Item 3. The connectors

  • Fundamentals of human connectivity: the Dunbar number
  • The law of specials and influencers

Item 4. Planning and management of social media campaigns

  • Key elements in a strategy social media
  • The role of Community manager
  • Politics social media (SM)
  • Channels for SM
  • Editorial calendar

Subject 5. Creation and cure of contents

  • User generated content
  • Concept of healing
  • Types of healing

Item 6. Execution of the social media plan

Item 7. Measurement, visualization and optimization of the plan

  • Types of Leads
  • SM metrics
  • KPIs
  • Analysis and monitoring tools
  • Presentation of results. Social Media Report

Subject 8. Advertising in social networks

Learning activities

a. Master classes

b. Seminars and presentations

c. Work in group

d. Individual work

e. Personal study

Evaluation system

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 15%
SM strategy exhibitions 15%
Group project. Strategy SM 20%
Final exam 40%
  • Activities/Works

- The cases (individual and group) will be submitted via moodle with a deadline usually of 9am on the designated date (check every hour limit on the moodle itself). The date of each task is marked in the Schedule and will be discussed in the first class of the subject. 

- They will not be accepted via e-mail or any other means other than the moodle assignment.

- Tasks handed in beyond the final date and up to 24 hours later will have 1 penalty point in the grade. No assignment will be accepted beyond 24 hours.

- In the case of repeat students: The grade of an assignment is maintained only if it is higher than 7 out of 10, and only in one call. If these requirements are not met, the student must do the group work like the rest of the students.
Under no circumstances can a work be carried out individually or an improvement made on previous installments (the work will be evaluated from scratch like any other work)

  • Examinations

- The exams are face-to-face and under no circumstances can they be taken online.

- You must obtain a grade equal to or higher than 5 out of 10 in the final exam to be able to make an average with the other evaluation parts of the subject.

- In the recovery period, only 40% of the final exam can be recovered. To recover, you will need to obtain a minimum grade of 5 out of 10 to calculate the average of the subject.

- A student who has not appeared in the first call CANNOT appear in the recovery.


  • Miscellaneous

- Any condition that entails the suspension of the subject, is directly and without the possibility of recovery.
These assumptions are indicated directly in the related subjects (group work, rules of conduct, etc.)




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)


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:

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

McGruer, D. Dynamic Digital Marketing: Master the World of Online and Social Media Marketing to Grow Your Business. Wiley

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.