TecnoCampus Foundation
eCampus
University Business
eCampus

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General information

Subject type: Optional

Coordinator: Vera Butkouksaya

Trimester: First term

Credits: 6

Teaching staff: 

Anna Pilar Llacher Alsina

Academic year: 2024

Teaching course: 3

Languages ​​of instruction

  • Catalan

CATALAN

There may be written materials, viewings and class discussions in Spanish and English.

 

Competencies / Learning Outcomes

Basic skills

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

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.

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.

  • CG3. Integrate the values ​​of social justice, equality between men and women, equal opportunities for all and especially for people with disabilities, so that the studies of Marketing and Digital Communities contribute to training citizens for a a just, democratic society based on a culture of dialogue and peace.

Transversal competences

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

  • CT5. Develop tasks applying the knowledge acquired with flexibility and creativity and adapting them to new contexts and situations.

Presentation of the subject

The student will learn the steps that must be followed to assume the change of communicative model based on placing the consumer, in an immersive way, at the center of the strategies and the brands at the center of the stories.

Branded Content will be the cross-cutting concept of the whole subject, the reason and the excuse to talk and delve into creativity, digital marketing, social media, storytelling and audiovisual production. All this, to end up internalizing why Branded Content is used, how it is developed, how it is executed, and how the return on investment is valued.

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

TOPIC 1: DIGITAL CREATIVE STRATEGY FOR STORYTELLING AND BRANDED CONTENT PROJECTS

1.1.- We create a group of Whatsapp? The context.

1.2.- I only know that I know nothing.

1.3.- What's new? The ingredients.

1.4.- Back and forth attraction. The recipes.

1.5.- Who is "asking"? Model cases.

 

TOPIC 2: APPLICATION, TACTICS AND STRATEGY OF DIGITAL TOOLS FOR BRANDED CONTENT PROJECTS

2.1.- Inbound Marketing: Content design, dissemination strategy and key metrics.

2.2.- Distribution of contents.

2.3.- From announcement to conversion: circuit design.

2.4.- Brand monitoring.

2.5.- Youtube, the social network and the new Media.

 

TOPIC 3: "TELL ME A STORY": STORYTELLING AND BRANDED CONTENT

3.1.- From the demographic to the attitudinal.

3.2.- Storytelling.

3.3.- Branded Content.

3.4.- Transmedia narrative of Branded Content.

 

SUBJECT 4: THE PRODUCTION OF THE BRANDED CONTENT

4.1.- Pre-production: origins Made in Hollywood, the profession of the producer.

4.2.- Production: creativity and profitability, shooting plan, production design, budget.

4.3.- Post-production and audience development.                                         

4.4.- Current market: new opportunities and collaborative production.

Activities and evaluation system

Students must perform one final exam, which is valued with the 40% of the final note of the subject.

During the course, they will also be done 4 activities group practices, assessed with the 60% in total (two 20% and two 10%).

In the recovery period the theoretical part can be recovered on the day established as a recovery exam.

Regarding the practical part, it can only be recovered if the 4 activities have been delivered, being able to repeat the suspended activity.

In order for the exam to average with the mark of the practical exercises, a 5 must be taken. With less than a 5, there is no average and you must go to the resit exam.

Plagiarism is penalized. If plagiarism is detected in any of the exercises or in the exam, that practice or exam will be suspended directly.

 

REFERENCES

Basic

Ortega Martínez, ENRIQUE. Advertising communication. 2004. Pyramid.

FALLON, PAT and SENN, FRED. Express the idea. 2007. Harvard Business School Press. LID Editorial Empresarial.

Barfoot, CAROLINE, Burtenshaw, KEN, Mahon, NIK. Principles of advertising. The creative process: agencies, campaigns, media, ideas and art direction.
2009. Ed Gustavo Gili.

Complementary

BASSAT, LUÍS. The red book of advertising. Barcelona 1993. Folio.

Pricken, MARIO. Creative advertising. Ideas and techniques of the best international campaigns. 2009. Gustavo Gili.