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The subject is taught in Catalan although the material can be in any of the three languages (Catalan, Spanish or English).
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.
For degrees with specific marketing training (MiCD and DobleADE-MKT) the contents are:
Topic 1. The social media plan
Item 2. Research and analysis
Item 3. The connectors
Item 4. Planning and management of social media campaigns
Topic 5. Creation and curation of contents
Topic 6. Execution of the social media plan
Topic 7. Measurement, visualization and optimization of the plan
Item 8. Presentation of results. Social Media Report
For the rest of the degrees, the contents are: (this difference is due to the fact that the MKT degrees already have their own subjects where contents related to Social Media are taught)
1. Introduction to web 2.0.
2. From consumer to prosumer.
2.1. Figure of the influencer.
3. Introduction to Social Networks.
4. Social media within the company's communication strategy.
4.1. Type of strategy in the social media plan.
4.2. Design of the social media plan.
4.2.1. Key elements in a social media strategy.
4.2.2. Social Media profiles: from social media manager to community manager.
4.2.3. Platforms and typology of XXSS.
4.2.4. Editorial calendar.
5. Creation and generation of content in XXSS.
5.1. Storytelling.
6. Social media advertising.
7. Control, measurement and optimization.
8. Trends in digital communication and social media.
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 | 10% |
SM strategy exhibitions | 15% |
Group project. Strategy SM | 25% |
Final exam | 40% |
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: 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
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.