General information

Subject type: Mandatory

Coordinator: Monica Juliana Oviedo León

Trimester: First term

Credits: 6

Teaching staff: 

Antonio Caparrós Zaragoza
Anaïs Arderiu 
Bruno Gabarrón Leiva 
Saeed Abbas Shah 

Teaching languages

  • Catalan

The subject is taught in Catalan although the material can be in any of the three languages ​​(Catalan, Spanish or English).


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

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.

Transversal competences
  • CT1. Communicate properly orally and in writing in the two official languages ​​of Catalonia.

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


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

  • The effects of networks on individuals, the collective and the company
  • The legacy of Web 2.0
  • Objectives and strategy

Item 2. Research and analysis

  • Definition -Why - Buyer Persona - context
  • Brand territory

Item 3. The connectors

  • Fundamentals of human connectivity: the Dunbar number
  • The law of specials and influencers

Item 4. Planning and management of social media campaigns

  • Key elements in a strategy social media
  • Politics social media (SM)
  • Channels for SM
  • Editorial calendar

Topic 5. Creation and curation of contents

  • User generated content
  • Healing concept
  • Types of healing

Topic 6. Execution of the social media plan

  • Contents
  • Algorithms
  • Best practices
  • One
  • New formats

Topic 7. Measurement, visualization and optimization of the plan

  • SM metrics
  • KPIs
  • Analysis and monitoring tools

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.


Evaluation system

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:

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

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.