TecnoCampus Foundation
eCampus
University Business
eCampus

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General information

Subject type: Mandatory

Coordinator: Rosa Herrero Antón

Trimester: First term

Credits: 4

Teaching staff: 

Jordi Jordano Massó

Academic year: 2024

Teaching course: 4

Languages ​​of instruction

  • Catalan

Classes and presentations will be in Catalan. Els materials de suport estaran en l'idioma original que s'han elaborat podent ser català, castellà o anglès.

Competencies / Learning Outcomes

Basic skills

  • B3_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

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

  • B5_That students have developed those learning skills necessary to undertake further studies with a high degree of autonomy

Specific skills

  • EFB6_Adequate knowledge of the concept of company, institutional and legal framework of the company. Organization and management of companies

  • ESI1_Ability to integrate Information and Communications Technology solutions and business processes to meet the information needs of organizations, enabling them to achieve their goals effectively and efficiently, thus achieving competitive advantage

Transversal competences

  • T1_That students know a third language, which will be preferably English, with an adequate level of oral and written form, according to the needs of the graduates in each degree

  • T2_That students have the ability to work as members of an interdisciplinary team either as one more member, or performing management tasks in order to contribute to developing projects with pragmatism and a sense of responsibility, making commitments taking into account the available resources

Presentation of the subject

Give notions of corporate communication techniques and the use of the Internet for marketing, and study the technological basis that makes these techniques possible. The problem will be analyzed from a corporate point of view and the technical solutions and their limitations. In the practical part there will be different analyzes of data obtained from social networks.

The classroom (physical or virtual) is a safe space, free of sexist, racist, homophobic, transphobic and discriminatory attitudes, either towards students or towards teachers. We trust that together we can create a safe space where we can make mistakes and learn without having to suffer prejudice from others.

 

Contents

1.- Introduction. Web 2.0 and marketing

2.- User data

  • Data collection methods
  • User trace
  • Legislation

3.- Social Networks

  • Metrics
  • Analysis tools
  • Algorithm and complexity
  • Databases for graphs

4.- Content Analysis

  • Text analysis
  • Beyond the word bags
  • Analysis tools

5.- recommendation systems

  • Network-based recommendation methods
  • Bipartite networks
  • Cold boot problem

Activities and evaluation system

The final grade of the course will be obtained from the following weighting:

  • Project grade (group): 40%
  • Customer rating (group): 20%
  • Co-assessment (individual): 10%
  • Tracking (individual): 10%
  • Defense (individual): 20%

The project is in multidisciplinary groups.

Co-evaluation and monitoring will determine individual participation and involvement in the project. Non-active participation in the completion of the project (failure to pass the co-evaluation and follow-up) results in suspension of the subject.

If the Co-Assessment and Follow-up grades are suspended, or/and if the final grade is lower than 5, the student may take a make-up exam, on the dates defined in the exam calendar. The make-up exam does not count towards project grades.

REFERENCES

Basic

Gladwell, Malcolm (2013). The Tipping Point. taurus ISBN-13: 978-8430606344

Christakis, Nicholas A. (2010). Connected. taurus ISBN-13: 978-6071104434

The Cluetrain Manifesto. http://www.cluetrain.com/

Easley, David, Kleinberg, John. (2010) Networks, Crowds, and Markets: Reasoning About a Highly Connected World. Cambridge University Press.  http://www.cs.cornell.edu/home/kleinber/networks-book/

Hanneman, R., Riddle, M. (2005) Introduction to Social Networks Methods.  http://faculty.ucr.edu/~hanneman/nettext/

Complementary

Jenkins, Henry (2015). Transmedia Culture: The creation of content and value in a networked culture. Gedisa. ISBN-13: 978-8497848442

Holiday, Ryan (2014). Growth Hacker Marketing: The Future Of Social Media And Advertising. Anaya Multimedia. ISBN-13: 978-8441535749