General information

Subject type: Mandatory

Coordinator: Núria Masferrer Llabinés

Trimester: First term

Credits: 6

Teaching staff: 

Álvaro González Gómez
Antonio Caparrós Zaragoza 

Teaching languages

  • Catalan
  • English

Check the schedules of the different groups to know the language of teaching classes. Tot i que el material pot estar en qualsevol dels tres idiomes (català, castellà o anglès).


Basic skills
  • B4_That students can convey information, ideas, problems and solutions to both specialized and non-specialized audiences


Specific skills
  • E11_Analyze and properly assess the scientific-technological and economic environment, both to seek innovative opportunities and to establish the necessary processes to adapt the organization to this environment.


  • E14_Identify emerging sectors and business innovation strategies applied in these sectors and compare them with each other.


General competencies
  • G1_Be able to work in a team, actively participating in tasks and negotiating dissenting opinions until reaching consensus positions, thus acquiring the ability to learn together with other team members and create new knowledge

Transversal competences
  • T4_Domain the computer tools and their main applications for the ordinary academic and professional activity

  • T1_Communicate properly orally and in writing in the official languages ​​of Catalonia


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.

Learning outcomes

  • Know the basics of social interaction applied to social networks
  • Be able to identify human connections and interests that make content viral. 
  • Be able to analyze and detect the virtues and problems of social media in business management.
  • Be able to define business goals and propose strategies to achieve them through social media marketing campaigns
  • Know and be able to use the main computer tools to manage the planning, execution and monitoring of a social media marketing campaign
  • Be able to analyze the results of a campaign and organize the information to be presented and used in business decision making 

Working methodology

a. Theoretical sessions

MD1. Master class: Expository class sessions based on the teacher's explanation attended by all students enrolled in the subject.

MD2. Lectures: There will be two sessions with lecturers in the classroom that will link the theoretical part with experiences in the professional field.

b. Guided learning

MD5. Seminars: Face-to-face format in small work groups (between 14 and 40). These are sessions linked to the face-to-face sessions of the subject that allow to offer a practical perspective of the subject and in which the participation of the student is key.

MD7. Case studies: Two specific case studies will be worked through various dynamics with face-to-face and non-face-to-face part. These cases will be linked to activities.

c. Autonomous learning

MD10. Research and critical reading of articles: Various research works related to case studies and current articles will be proposed.

MD11. Non-face-to-face tutorials: for which the student will have telematic resources such as e-mail and ESCSET intranet resources.

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. 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

  • By levels of integration. Vertical networks, horizontal networks
  • By relationship between users. Symmetrical networks, asymmetric networks
  • Others. by purpose, by access, by functionality
  • The golden circle
  • Buyer person i Customer decision journey

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
  • The role of Community manager
  • Politics social media (SM)
  • Channels for SM
  • Editorial calendar

Subject 5. Creation and cure of contents

  • User generated content
  • Concept of healing
  • Types of healing

Item 6. Execution of the social media plan

Item 7. Measurement, visualization and optimization of the plan

  • Types of Leads
  • SM metrics
  • KPIs
  • Analysis and monitoring tools
  • Presentation of results. Social Media Report

Subject 8. Advertising in social networks

Learning activities

a. Master classes

b. Seminars and presentations

c. Work in group

d. Individual work

e. Personal study

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 15%
Group activities. Cases 15%
SM strategy exhibitions 10%
Group project. Strategy SM 20%
Final exam 40%

It is necessary to obtain a mark equal or superior to 5 out of 10 in the final exam to be able to do average with the other parts of evaluation of the asignatura.

In the recovery period only 40% of the final exam can be recovered. To recover you must obtain a minimum grade of 5 out of 10 to calculate the average of the subject.

A student who has not applied for the first call CANNOT apply for recovery.



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.