General information

Subject type: Mandatory

Coordinator: Monica Juliana Oviedo León

Trimester: Second term

Credits: 6

Teaching staff: 

David Puertas Graell

Teaching languages

  • Spanish

There may be texts and bibliography in English, Catalan and/or Spanish.


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

  • CE10. Analyze and evaluate the role of digital communities and social media in business.

  • CE13. Identify the basic tools of e-Marketing.

  • CE14. Apply the knowledge acquired to the management of digital communities.

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.

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


During the first years the student has learned about the use of social media for marketing in a qualitative way. This qualitative knowledge, however, does not help us to work with large social networks where we do not know people but only their data and connections on the network.

The subject studies the formalization of social networks, and the quantitative methods that can be applied to them.

The aim is for students to learn the different types of networks that can be given and to measure their different structural characteristics. Understand how this structure affects the way information is disseminated and helps to form opinions.

The different and current communication disorders are presented as complex phenomena, associated with the loss of confidence in political, media and business actors. The social and psychological factors that explain the belief in non-facts or false information through academic concepts (polarization, third-person effect o echo chambers).

At the end of the course the student must be able to work with social networks from a formal point of view, knowing how to distinguish and identify the types of networks that exist and which metrics can be applied. The student must understand the meaning of current metrics and have a sufficient theoretical foundation to be able to learn and interpret new metrics. The goal is for you to be able to discuss with the company’s data managers what values ​​you want to extract from the data.


Topic 1. Networks from a formal point of view

  • Modular

  • Components

  • Methods of representation

Subject 2. Characterization of the structure of the network

  • Metrics

  • Network dynamics

Topic 3. Social Network Analysis (SNA)

  • Introduction

  • Measurements in networks

  • Content analysis

Topic 4. SNA tools

  • NodeXL

Item 5. Obtaining networks

  • Egocentric networks

Item 6. Networked communities

  • Analysis

  • Typology

Subject 7. Communicative disorders in the network

  • Third person effect

  • Disinformation

  • Echoes

Evaluation system

SE1. Participation in the activities proposed in the classroom and internships in pairs (30%) - Non-recoverable.
SE2. Group work (30%) - Recoverable as a group.
SE4. Content tests Final exam (40%) - (20% mid-term test + 20% final test) - Recoverable.

It is necessary to have a 4 in each of the parts to be able to pass the subject. The student will only be able to retake the part of the content tests. If a group does not reach group work at 4 (or all members fail the subject) they can retake the group work.



Tsvetovat, Maksim, Kouznetsov, Alexander (2011) Social Network Analysis for Startups: Finding connections on the social web. O'Reilly

Hanneman, R., Riddle, M. (2005) Introduction to Social Networks Methods.


Easley, David, Kleinberg, John. (2010) Networks, Crowds, and Markets: Reasoning About a Highly Connected World. Cambridge University Press.




Han, BC (2022). Infocracy: Digitization and the crisis of democracy. taurus