TecnoCampus Foundation
eCampus
University Business
eCampus

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General information

Subject type: Mandatory

Coordinator: Vladimir Bellavista Parent

Trimester: First term

Credits: 4

Teaching staff: 

Jordi Jordano Massó

Academic year: 2025

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

To provide knowledge of corporate communication techniques and the use of the internet for marketing, and to study the technological base 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, a real challenge will be presented that will have to be solved by applying the use of information technologies by putting into practice concepts, techniques and methodologies of corporate communication and marketing.

The classroom (physical or virtual) is a safe space, free of sexist, racist, homophobic, transphobic and discriminatory attitudes, whether towards students or 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 to corporate communication and digital marketing
  2. RACE Framework
  3. Analysis: Internal, external, competition and positioning
  4. Objectives, strategies and tactics: RACE pillars, metrics and KPIs and digital marketing strategies
  5. Planning, execution and analytics: Calendar, tactics and monitoring
  6. Design Thinking: Empathize, define, ideate, prototype and test

Activities and evaluation system

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

  • Project grade (group): 60%
  • Co-assessment (individual): 10%
  • Tracking (individual): 10%
  • Defense (individual): 20%

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-evaluation and Monitoring grades are failed, or/and if the final grade is less than 5, the student may take a retake exam, on the dates defined in the exam calendar. The retake exam does not count towards the project grades.

Any form of academic fraud will be sanctioned in accordance with the school's assessment regulations. If signs of fraud are detected, including the improper use of generative artificial intelligence tools, the subject's teaching staff may call the student for an individual interview with the aim of verifying their authorship. Furthermore, for the particular case of this subject, the use of generative artificial intelligences (IAGs) must be limited to those aspects that are not fundamental in the context of the subject. They can be used, critically, as a mechanism to resolve doubts about the subject and/or to improve the writing of deliverable documents and/or as an aid in the generation of auxiliary code that falls outside the scope of the subject's topics. In the second case (improvement of writing) the participation of IAGs in the writing must be made explicit in the document. In the latter case (code generation) it will be essential to mention its nature as “generated through IAG” by explaining the model used and the prompt supplied, even if it has been subsequently personalized and/or modified. In the face of doubts regarding the legitimacy or not of the use of IAGs, it is necessary to contact, a priori, the teaching staff of the subject.

Bibliography

Basic

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

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/

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

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

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

Complementary

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

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