TecnoCampus Foundation
eCampus
University Business
eCampus

What are you looking for?

General information

Subject type: Optional

Coordinator: Monica Juliana Oviedo León

Trimester: First term

Credits: 6

Teaching staff: 

Anna Pilar Llacher Alsina

Teaching languages

  • Catalan

CATALAN

SPANISH

There may be materials written in English

 

Skills

Basic skills

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

Specific skills

  • CE1. Recognize the environment in which the organization operates, the operation of the company and its functional areas and the instruments of analysis.

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 to 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 Marketing and Digital Communities contribute to training citizens for a 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.

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

Description

The student will learn the steps that must be followed to assume the change of communicative model based on placing the consumer, in an immersive way, at the center of the strategies and the brands at the center of the stories.

Branded Content will be the cross-cutting concept of the whole subject, the reason and the excuse to talk and delve into creativity, digital marketing, social media, storytelling and audiovisual production. All this, to end up internalizing why Branded Content is used, how it is developed, how it is executed, and how the return on investment is valued.

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.

Communicate appropriately, both in writing and orally, ideas, projects, rules and decisions by properly and timely handling the diversity of media available

Working methodology

The classes will be theoretical and practical, focused on transmitting concrete knowledge.

Approximately, and in general, 50% of the time will be devoted to theory aimed at explaining models, methodologies and tools through different Case Study specific, and 50% of the time will be more practical, with activities in class.

Real cases of the industry will be worked on, as the teacher is dedicated to creating and directing branded content campaigns therefore real campaigns and content will be analyzed.

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.

 

 

Contents

TOPIC 1: DIGITAL CREATIVE STRATEGY FOR STORYTELLING AND BRANDED CONTENT PROJECTS

1.1.- We create a group of Whatsapp? The context.

1.2.- I only know that I know nothing.

1.3.- What's new? The ingredients.

1.4.- Back and forth attraction. The recipes.

1.5.- Who is "asking"? Model cases.

 

TOPIC 2: APPLICATION, TACTICS AND STRATEGY OF DIGITAL TOOLS FOR BRANDED CONTENT PROJECTS

2.1.- Inbound Marketing: Content design, dissemination strategy and key metrics.

2.2.- Distribution of contents.

2.3.- From announcement to conversion: circuit design.

2.4.- Brand monitoring.

2.5.- Youtube, the social network and the new Media.

 

TOPIC 3: "TELL ME A STORY": STORYTELLING AND BRANDED CONTENT

3.1.- From the demographic to the attitudinal.

3.2.- Storytelling.

3.3.- Branded Content.

3.4.- Transmedia narrative of Branded Content.

 

SUBJECT 4: THE PRODUCTION OF THE BRANDED CONTENT

4.1.- Pre-production: origins Made in Hollywood, the profession of the producer.

4.2.- Production: creativity and profitability, shooting plan, production design, budget.

4.3.- Post-production and audience development.                                         

4.4.- Current market: new opportunities and collaborative production.

Learning activities

1. Test on an inspirational reading. 

2. Individual oral presentation on a topic of interest to the student.

3. Group work on a branded content campaign for a real brand, working in contact with the company. The work is divided into two installments:

  • First: approach, problems, message and creativity.
  • Second: Execution, dissemination and materials (spot, graphic design, podcast ...)

 

Evaluation system

Students must perform one final exam, which is valued with the 30% of the final note of the subject.

During the course, they will too 3 activities practices, each valued with the 20%. One activity is individual and the other two, in groups.

There is one compulsory reading, which will be evaluated based on a questionnaire, evaluated with the 10% of the final grade.

In the recovery period the theoretical part can be recovered on the day established as a recovery exam.

Regarding the practical part, it will only be possible to recover if all three activities have been delivered, and the suspended activity can be repeated.

In order for the exam to average with the mark of the practical exercises, a 5 must be taken. With less than a 5, there is no average and you must go to the resit exam.

Plagiarism is penalized. If plagiarism is detected in any of the exercises or in the exam, that practice or exam will be suspended directly.