General information

Subject type: Mandatory

Coordinator: Judith Turrión Prats

Trimester: First term

Credits: 6

Teaching staff: 

Álvaro González Gómez

Teaching languages

  • Catalan
  • English

The original materials can also be in Spanish or English.

Check the schedules of the different groups to know the language of teaching classes. Although the material can be in any of the three languages.


Basic skills
  • CB2. That students know how to apply their knowledge to their work or vocation in a professional way and possess the skills that are usually demonstrated through the development and defense of arguments and problem solving within their area of study.

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

  • CB5. That students have developed those learning skills necessary to undertake further studies with a high degree of autonomy.

Specific skills
  • CE11. Analyze and evaluate the scientific-technological and economic environment, to look for innovative opportunities and establish necessary processes to adapt the organization.

  • CE14. Identify emerging sectors and business innovation strategies.

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.

  • CG2. Be able to innovate by developing an open attitude towards change and be willing to re-evaluate old mental models that limit thinking.

  • CG3. Integrate the values ​​of social justice, equality between men and women, equal opportunities for all and especially for people with disabilities, so that the studies of Business Administration and Innovation Management contribute to to train citizens for a just, democratic society based on a culture of dialogue and peace.

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

  • CT2. Show willingness to learn about new cultures, experiment with new methodologies and encourage international exchange.

  • CT3. Demonstrate entrepreneurial leadership and management skills that strengthen personal confidence and reduce risk aversion.

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

  • CT5. Develop tasks applying the acquired knowledge with flexibility and creativity and adapting them to new contexts and situations.


The aim of this subject is 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.


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.

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.



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

  • AF1. Master classes
  • AF2. Case analysis
  • AF2. Seminars and presentations
  • AF3. Work in group
  • AF4. Individual work
  • AF5. Personal study



Evaluation system

The assessment system is divided into continuous assessment activities (60%) and a final exam (40%).

Summary of the evaluation system:



Classroom participation


Group activities


Group project presentation


Final exam


All activities, both individual and group, are mandatory and must be delivered within the allotted time. 

Participation in both weekly seminars and 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

- participation in the classroom

- in defense of 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.



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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)

Berger, Jim (2016). "Contagious: Why Things Catch On." Simon & Schuster; Edition: Reprint.

Barry, Jim (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)

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

Llodrá-Riera, Isabel; Martínez-Ruiz, Maria Pilar; Jimenez-Zarco, Ana Isable & Izquierda-Yusta, Alicia (2015). Influence of social media on motivations for visiting a destination and image formation. International Journal of Technology Marketing, 10(4), 413.

McCarthy, D., Tice, K., Gollan, D., & Intreglia, L. (2019). Travel Market Report's Outlook on Social Media.

Watts, Duncan J. (2003) "Six degrees of separation: The science of social media in the age of access." Ed. Paidós

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

Dodson, Ian (2016). The Art of digital marketing: The definitive guide to creating strategic, targeted and measurable online partnerships. New Jersey: Wiley.

Williams, John (2016). Social media: Marketing strategies for rapid growth using Facebook, Twitter, Instagram, Linkedin, Pinterest & Youtube. Wrocław: Amazon.