TecnoCampus Foundation
eCampus
University Business
eCampus

What are you looking for?

General information

Subject type: Mandatory

Coordinator: Alexandra Mason Llorente

Trimester: Second term

Credits: 6

Teaching staff: 

Bruno Gabarrón Leiva
Sarah Stracquadanio 

Academic year: 2025

Teaching course: 3

Languages ​​of instruction

  • Catalan

The classes will take place in Catalan.

Els materials complementaris poden ser en català, castellà o anglès. 

Competencies / Learning Outcomes

Basic skills

  • B4. That students can convey information, ideas, problems and solutions to both specialized and non-specialized audiences.

Specific skills

  • E10. Analyze and evaluate the role of digital communities and social media in business.

  • E11. Apply the knowledge to undertake business projects that allow the creation of new companies or the improvement of existing ones, applying innovative and creative ideas.

  • E14. Apply the knowledge acquired to the management of digital communities.

  • E1. Recognize the environment in which the organization operates, the operation of the company and its functional areas and the instruments of analysis.

  • E5. Recognize the particularities of marketing activity in sectors of activity with specific characteristics.

  • E7. Manage in a timely and convenient manner the resources available in the work environments in which it is to be directed.

  • E9. Apply technological tools for the use of business resources through Marketing.

General competencies

  • G1. 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.

  • G2. Be able to innovate by developing an open attitude to change and be willing to re-evaluate old mental models that limit thinking.

Transversal competences

  • T5. Develop tasks applying the knowledge acquired with flexibility and creativity and adapting them to new contexts and situations.

Presentation of the subject

The objective of this subject is for students to learn a create a content marketing strategy adapted to objectives that come marked by a business, institutional or personal brand strategy, making the main focus on the wider part of the sales funnel (TOFU) focused on making the brand known and generating trust towards the potential customer . Content marketing avoids push marketing where the purchase is proposed to the potential customer, but the ground is prepared for the same consumer to approach the brand voluntarily and also make the purchase without any type of pressure or request The mark. 

The subject enables the student to understand the different contents generated for any company in the digital environment, so that it can be related to the main stakeholders (employees, customers, shareholders, media, digital media, bloggers, communities, etc.).

During the subject of content marketing we will talk aboutstorytelling, copywriting techniques to attract the user and more attractive content formats, as well as other strategies to generate content such as content curation.

We will also enter the world of transmedia culture and what it means to create transmedia content. 

La artificial intelligence will have a constant presence throughout the course to analyze content creation tools through AI tools.

The classroom (physical or virtual) is a safe space, free of sexist, racist, homophobic, transphobic and discriminatory attitudes, either 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 the prejudices of others.

Contents

Topic 1. Introduction to content marketing

  • Definition of the concept.

  • Phases of inbound marketing.

  • Inbound marketing vs. Outbound marketing.

  • Classifications and typologies of digital content.

 

Topic 2. Non-intrusive marketing tools.

  • Corporate website. Blog.

  • Newsletter

  • White papers, ebooks, case studies

  • Press releases

  • Videos.

  • Podcast. 

  • Webinars

  • Infographics.

 

Topic 3. Elaboration of contents and writing

  • Journalistic writing techniques

  • Creative writing techniques and writing 2.0

  • Social Networks Content

  • Content for blogs, websites, etc.

  • Content curation.

  • Content and AI

 

Topic 4. The communicative context of marketing.

  • Marketing in the connected society.

  • Communication 2.0, prosumers and infoxication. 

  • Personal brand vs. corporate brand.


Topic 5. Storytelling 

Topic 6. Transmedia in content marketing.

Topic 7. New trends: what are the next steps in content creation?

Activities and evaluation system

The final assessment of the Content Marketing subject will consist of a final exam, a Strategic Content Plan (PEC) and a group presentation of the PEC, with the following weightings: 

System Percentage
Exhibitions Strategic communication plan  10%
Strategic communication plan  50%
Final exam 40%

• The subject is face-to-face and must be followed from the beginning of the course.

• If a student is expelled from class, the subject is suspended with no possibility of recovery.

• To pass the subject, it is necessary to pass the final exam, regardless of whether the overall average of the subject is passed.

• To be able to take the final exam, it is necessary to have delivered and presented the final project.

• To pass the final exam, a score of 5 out of 10 or 50 out of 100 is required.

• 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 approve the subject, it is mandatory to approve 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 subject's average.

• A student who has not appeared in the first call CANNOT appear in the make-up.

• Attendance at practical seminars is mandatory. If the student does not attend, the delivery of the corresponding seminar may be suspended.

Any form of academic fraud will be sanctioned in accordance with the center'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.

Bibliography

Complementary

Freire Sánchez, Alfonso (2017). How to create brand storytelling? Barcelona: Editorial UOC.

 

Guallar, Javier and Leiva-Aguilera, Javier (2013). The happy curator. Barcelona: Editorial UOC.

Izuzquiza, Francisco (2019). The Great Podcasting Notebook. Madrid: Kailas Editorial.

 

Salmon, Christian (2001). Storytelling. Barcelona: Ediciones Península

 

Sanagustin, Eva (2016). Content strategy. Own edition.

 

Sanagustin, Eva (2020). Content marketing. Own edition.

 

Scolari, Carlos A. (2013). Transmedia narratives. Barcelona: Deusto.