General information

Subject type: Mandatory

Coordinator: Monica Juliana Oviedo León

Trimester: First term

Credits: 4

Teaching staff: 

Carlos García López

Teaching languages

  • Catalan


  • Language of classes:Catalan
  • Resources:Catalan, Spanish and English
  • Exams:Catalan (or Spanish if necessary in specific cases)


Basic skills
  • B3. 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.

  • B4. That students can convey information, ideas, problems and solutions to both specialized and non-specialized audiences.

Specific skills
  • E3. Identify the qualitative and quantitative tools of analysis and diagnosis for market research.

  • E9. Apply technological tools for the use of business resources through Marketing.

  • E10. Analyze and evaluate the role of digital communities and social media in business.

  • E13. Identify the basic tools of e-Marketing.


  • E14. Apply the knowledge acquired to the management of digital communities.

General competencies
  • G1. 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.

  • G2. Be able to innovate by developing an open attitude to change and be willing to re-evaluate old mental models that limit thinking.

  • G3. 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 Marketing and Digital Communities contribute to training citizens for a a just, democratic society based on a culture of dialogue and peace.

Transversal competences
  • T4. Master computer tools and their main applications for ordinary academic and professional activity.

  • T5. Develop tasks applying the knowledge acquired with flexibility and creativity and adapting them to new contexts and situations.


This subject gives continuity to the line established in the matter of digital communities optimizing a web page and positioning it in an organic way.

Through a theoretical and practical project the student will learn to optimize the web according to its users.

Learning outcomes

- Master the basic technological tools for using the resources of Marketing, e-Marketing and Social Networks to support business decision making.

- Know and master the techniques of optimization and positioning of web pages taking into account users.

Working methodology

This subject has methodological and digital resources to make possible its continuity in non-contact mode in the case of being necessary 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. The Tecnocampus will make available to teachers and students the digital tools needed to carry out the course, as well as guides and recommendations that facilitate adaptation to the non-contact mode.

Theoretical sessions
MD1.Master class: Expository class sessions based on the teacher's explanation attended by all students enrolled in the subject
MD2. 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.
MD3. Presentations: Multimedia formats that support face-to-face classes

Guided learning
MD5. Seminars: Face-to-face format in small work groups. 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.
MD6. Debates and forums: Face-to-face or online conversations, according to the objectives that the teacher responsible for the subject pursues. 
MD7. 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
MD9. Solving exercises and problems: Non-contact activity dedicated to solving practical exercises based on the data provided by the teacher


Unit 1. Web analytics

  • Because web analytics is important
  • How Google Analytics works
  • Introduction to GA: metrics and dimensions
  • Introduction to GA: campaigns and objectives
  • Introduction to GA: reports and reports

Topic 2. SEO

  • Introduction to SEO
  • Keyword research
  • On-page SEO
  • Offpage SEO
  • Tracking tools

Topic 3. UX

  • What is the user experience?
  • Process to make a good user experience
  • How UX can affect SEO
  • Usability
  • Information architecture
  • Wireframes / Prototypes
  • Tests with and without users

Learning activities

AF1. Theoretical sessions
AF2. Seminars
AF3. Work in group
AF4. Individual work
AF5. Personal study

Evaluation system

Continuous assessment and face-to-face examination are combined.

Summary of the evaluation system:

  • Individual activities (AI): 25% of the grade (SE1)
  • Group work (TG): 35% of the grade (SE2)
  • Final exam (EX): 30% of the mark (SE4)
  • Follow-up test (PS): 10% of the grade

In order to average, a minimum grade of 5,0 must be passed.

Continued avaluation:

Si final exam note 5:

Final grade = 25% AI + 35% TG + 30% EX + 10% PS

If you notice the final exam5:

Final grade = Final exam grade

After recovery:

If you notice recovery exam 5:

Final grade = 25% AI + 35% TG + 30% EX (recovery) + 10% PS

If you notice recovery exam<5:

Final grade = Recovery exam grade

Grades for individual activities, group work, and the follow-up test cannot be retrieved.



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