General information

Subject type: Optional

Coordinator: Monica Juliana Oviedo León

Trimester: Second term

Credits: 6

Teaching staff: 

Elisabeth Guillén Amaro

Teaching languages

  • Catalan
  • Catalan.

Some materials may be in English or Spanish.


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

  • CB3. 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.

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.

  • CE4. Analyze and evaluate strategies for developing, launching and positioning new products, as well as making decisions regarding the variable of the product, price, distribution and communication.

  • CE6. Synthesize and evaluate marketing strategies for the internationalization of business activity.

  • CE9. Apply technological tools for the use of business resources through Marketing.

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

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


The main objective of this elective is for students to learn about professional marketing tools, as well as how they work through the use of the tools in the classroom. 

The elective is designed to be eminently practical, but always reasoning why we use one tool or another. 

Thanks to the Marketing tools we can design, manage and optimize the marketing strategy of a business. With them we can:

  • Multiply the productivity of a company.
  • Access critical data and metrics in real time (which is not possible in traditional advertising).
  • Improve the results of the digital strategy thanks to the use of the different digital marketing tools.


Topic 1: WEB, SEO and SEM tools 

Topic 2: Web Analytics Tools

Topic 3: Social Networks Tools

Topic 4: Analysis and competition tools

Topic 5: Inboud Marketing tools

Evaluation system

SE.7 Final exam (theoretical-practical): 40% 

Topic 1: WEB, SEO and SEM tools 

SE 1. SEO and SEM Audit Practice. 10%

SE 2. Practice Domain, Hosting and Landing. 10%

Topic 2: Web Analytics Tools

SE 3. Installation of Google Analytics, Google Tag Manager, Google Search Console and programming of the Looker Studio report. 10%

Topic 3: Social Networks Tools

SE4. Practice Audit and Social Networks Plan. 10%

Topic 4: Analysis and competition tools

SE5. Partial test-type exam. 10%

Topic 5: Inboud Marketing tools

SE6. Inboud Marketing Practice: 10%


It is necessary for the students to carry out the different practices that are required in the subject. Each working pair will be responsible for the overall management of all parts of the subject. The subject is approved if the overall average is equal to or higher than 5, regardless of whether any of the parts have been suspended. 


- The exams are face-to-face

- The make-up exam only recovers the grade of the first call exam.

- A student who has not appeared in the first call CANNOT appear in the recovery.


- Any condition that entails the suspension of the subject, is direct and without the possibility of recovery. These assumptions are indicated directly in the related subjects (group work, rules of conduct, etc.)



Macia Domene, Fernando. Advanced SEO: almost everything I know about web positioning. Madrid: Anaya Multimedia, 2019

Rojas, Pedro (Rojas Aguado). Community management in a week. Barcelona: Gestión 2000, cop. 2011


Sanagustín Fernández, Eva. Content plan for social media. Barcelona: Editorial UOC, September 2017.