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B4_That students can convey information, ideas, problems and solutions to both specialized and non-specialized audiences
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.
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
T1_Communicate properly orally and in writing in the official languages of Catalonia
T4_Domain the computer tools and their main applications for the 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 Double ADE-MKT) the contents are:
Topic 1. The social media plan
Item 2. Research and analysis
Item 3. The connectors
Topic 4. Planning and management of social media campaigns
Topic 5. Creation and curation of contents
Topic 6. Execution of the social media plan
Topic 7. Measurement, visualization and optimization of the plan
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. The Social Media Plan
2. The Connectors
3. Research and analysis
4. Planning and management
5. Creation and curation of contents
6. Execution
7. Measurement, optimization and visualization
8. Advertising on Social Networks
The assessment system is divided into continuous assessment activities (60%) and a final exam (40%).
Summary of the evaluation system:
System | Percentage |
Individual activities | 10% |
Group activities | 10% |
SM strategy exhibitions | 15% |
Group project. SM strategy | 25% |
Final exam | 40% |
To be able to take the final exam, it is necessary to have delivered and presented the final project on Social Media strategy.
A score of 5 out of 10 or 50 out of 100 is required to pass the final exam.
To pass the subject, it is mandatory to pass the final exam. The final exam is passed with a grade equal to or higher than 5 out of 10 or 50 out of 100.
To pass the subject, it is mandatory to pass the final project. The final project is approved with a grade equal to or higher than 5 out of 10 or 50 out of 100.
In the make-up period, only 40% of the final exam can be made up. To recover, you will need to obtain a minimum grade of 5 out of 10 or 50 out of 100 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)
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