General information

Subject type: Mandatory

Coordinator: Monica Juliana Oviedo León

Trimester: Second term

Credits: 6

Teaching staff: 

Aida Martori Muntsant

Teaching languages

  • Catalan
  • Spanish

El material complementari serà en català, castellà i/o anglès. 




Basic skills
  • B1. That students have demonstrated knowledge and understanding in an area of ​​study that starts from the foundation of general secondary education, and is usually found at a level that, while supported by advanced textbooks, also includes some aspects which involve knowledge from the cutting edge of their field of study.

  • B2. 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 elaboration and defense of arguments and the resolution of problems within their area of ​​study. .

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

  • B5. That students have developed those learning skills necessary to undertake further studies with a high degree of autonomy.

Specific skills
  • E5. Recognize the particularities of marketing activity in sectors of activity with specific characteristics.

  • 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.

  • E1. Recognize the environment in which the organization operates, the operation of the company and its functional areas and the instruments of analysis.

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
  • T1. Communicate properly orally and in writing in the two official languages ​​of Catalonia.

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


Content marketing is a strategy that consists of offering interesting and useful content to bring us closer to our customers. These are long or short texts, videos, images, podcasts, infographics ... according to the characteristics of the audience and also of the company itself. It is a 2.0 approach that avoids asking customers and potential customers to buy certain products or services and is committed to sharing content with them that will help them solve their problems and make it easier for them to work or a specific aspect of their lives. 

The subject enables the student to understand the different contents generated for any company in the digital environment, so that it can be related to the main stakeholders (employees, customers, shareholders, media, digital media, bloggers, communities, etc.).

Students will learn how to write corporate content and create content in different multimedia formats.

The student will be able to integrate the contents in a transmedia narrative and will recognize the techniques ofstorytelling.

The student will work with real corporate texts and videos and analyze the main keys, successes and failures.


Learning outcomes

Communicate the process through Integrated Corporate Communication through the development of a Strategic Communication Plan, through knowledge of the reality of the company and adapted to social networks



Working methodology

  • MD1. Master class
  • MD2. Conferences
  • MD4. Video capsules
  • MD5. Seminars
  • MD6. Debates and forums
  • MD7. Case studies
  • MD8. Role-playing games
  • MD10 Research and reading of articles


  • Forms of grouping students: The practical sessions of the subject will be divided into two groups (A and B). Each of the two groups will carry out the seminars on a day designated by the teacher.
  • The students of each group (A and B) will have to form in turn smaller working groups to carry out the proposed activities. 

The approach of the subject will be sensitive to incorporate the gender perspective in all possible aspects, from the contents to the dynamics of work and student participation. Methodologies that promote gender equality and non-sexist attitudes that facilitate the intervention in the classroom of both students will be used.

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.




Topic 1: Introduction to content marketing

  • Definition of the concept
  • Inbound marketing
  • Content creation. Typology of digital corporate content

Topic 2: The communicative context of marketing

  • Marketing in the connected society
  • The prosumers
  • Communication in the 2.0 environment

Topic 3: Storytelling

  • Narrative companies
  • Creating motivating messages

Topic 4: Content development and writing

  • Writing techniques: inverted pyramid, KISS
  • Writing 2.0: F pattern, hyperlinks, bold, highlighted
  • Content healing

Topic 5: Non-intrusive marketing tools

  • Corporate website
  • Bloc
  • Newsletter
  • Notes and Press Calls
  • E-books
  • Whitepapers
  • Social Networks

Topic 6: Multimedia formats

  • Podcast
  • Webinars
  • Infographics

Topic 7: Transmedia in content marketing

Topic 8: New trends



Learning activities

  • AF1. Theoretical sessions
  • AF2. Seminars
  • AF3. Work in group
  • AF4. Individual work
  • AF5. Personal study
  • AF10. Search, read and prepare reviews / text comments on bibliography / information using ICT or the virtual platform.




Evaluation system

SE2: Group work (content block). 30%

SE2: Evaluable activities. 15%

SE3: Exhibitions: Presentation of the group work. 10%

SE4: Final exam. 35%

SE5: Content portfolio. 10%


• The subject is face-to-face and must be followed from the beginning of the course.

• Internships delivered outside the established period and through the established channel do not count grade.

• If a student is expelled from class, the subject is suspended directly without the possibility of recovery.

• To pass the subject it is necessary to pass the final exam, regardless of whether the overall average of the subject is passed (not so in the case of group work)





Eva Sanagustín (2013). "Content Marketing". Madrid: Anaya Multimedia. 

Mario Tascón (dir.) (2012) “Writing on the Internet. A guide to new media and social media. ” Barcelona: Gutenberg Galaxy.

SANAGUSTÍN (2017), Eva. Blogging manual. Guide to creating and making your blog profitable. Barcelona: UOC.

Christian Salmon (2008). Storytelling. Barcelona: Ediciones Península. 

HOUGHTON, Robin (2014). Blogging: Creative writing. Barcelona: Ocean.


SANAGUSTÍN, Eva (2017). Content plan for social media. Barcelona: UOC.

FREIRE SÁNCHEZ, Alfonso (2017). How to create brand storytelling? From theory to professional practice. Barcelona: UOC.

CAMUS, Albert (1942). The Stranger.

CANO PLÁ, Luis María (2007). The power of ingenuity: Creative strategies for success in marketing and advertising. Madrid: Center for Financial Studies.

LORÁN HERRERO, María Dolores (2017). Audiovisual communication in the company. Formats, new formulas and uses. Barcelona: UOC. 

GUALLAR, Javier; LEIVA-AGUILERA, Javier (2013). The Content curator: basic guide for the new Internet professional. Barcelona: Editorial UOC.

ZEISER, Anne (2015). Transmedia marketing: From film and tv to games and digital media. Ed. Focal Press.

ESCALONA, Núria DigiTalk: From direct marketing to communication 2.0. Barcelona: Editorial UOC.