1133 - NEW MARKETING TRENDS

Subject type: Mandatory

Coordinator: Núria Masferrer Llabinés

Trimester: Second term

Credits: 4

• Spanish
• English

Check the schedules of the different groups to know the language of teaching classes. Although the material can be in any of the three languages.

Trends and concepts associated with Marketing and advertising, aspects that are constantly evolving in a sector that is characterized by its innovative profile and where investments are increasingly important. Analysis of new trends and concepts, as well as alternative proposals to existing ones with the aim of providing new formulas to operate and act in a highly competitive sector.

- Look for, recognize and evaluate opportunities that can be transformed into viable businesses.
- To creatively develop innovative processes and to design new business concepts and / or products.
 

This subject has methodological and digital resources to make possible its continuity in non-contact mode in the case of being necessary for reasons related to the Covid-19. In this way, the achievement of the same knowledge and skills that are specified in this teaching plan will be ensured.

The Tecnocampus will make available to teachers and students the digital tools needed to carry out the course, as well as guides and recommendations that facilitate adaptation to the non-contact mode.

1. Introduction to marekting 4.0
1.1. Evolution of Marketing 1.0 to 4.0
1.2. Current branding strategies
1.2.2. From product to brand
1.2.3. From promises to experiences
1.2.4. From notoriety to relevance
1.2.5. From transactions to relationships
1.2.6. From commercial communication to content and conversations
1.2.7. From control to co-management
1.2.8. From image to culture
1.3. Participation and collaborative marketing
1.3.1. Social media of expression
1.3.2. Social media for collaboration
1.4. Old and new marketing rules
1.4.1. The new digital values
1.4.2. The new market
1.4.3. A new relationship model
1.4.4. The new competitors
1.4.5. The new opportunities
1.5. The new digital consumer, buyer persona

2. Consumer Journey
2.1. The Way to Omnichannelity
2.1.1. Single Chanel
2.1.2. Multi Chanel
2.1.3. Cross Chanel
2.1.4. Omni Chanel
2.2. What is the Consumer Journey?
2.2.1. Customer Journey Matrix
2.2.2. Customer Journey Layers
2.2.3. Customer Journey Map

3. Types of Digital Strategy
3.1. Digitize the physical
3.1.2. Lead generator
3.2. Unveil the digital
3.3. Storytelling
3.3.1. Types of Storytelling

4. Map of new trends
4.1. Mobile Marketing and Apps
4.1.1. Formats in Mobile Marketing
4.2. Digital Advertising - SEM and SEU
4.2.1. Search engine optimization (HQ)
4.2.2. Search engine marketing (SEM)
4.3. Digital Advertising - Advertising formats
4.3.1. Integrated Formats
4.3.2. Special Formats
4.4. Digital Advertising - Programmatic Advertising
4.4.1. Real Time Bidding
4.4.1.1. Benefits of RTB
4.4.1.2. Types of RTB campaigns
4.5. Retargeting
4.6. Video marketing
4.7. Advergaming
4.7.1. Casual Games
4.7.2. adverbs
4.7.3. Video games
4.7.4. Massively multiplayer online and role-playing games
4.8. Inbound Marketing
4.8.1. Inbound Vs. Outbound Marketing
4.8.2 .. Inbound Marketing Methodology
4.9 .. Content Marketing
4.9.1. Content Marketing Formats
4.9.2. Benefits of Content Marketing
4.10. Big Data Marketing
4.10.1. Small Data Vs. Big Data
4.10.2. Definition of Big Data
4.10.3. What is Big Data Marketing for?
4.11. Segmentation Marketing
4.11.1. Types of digital segmentation
4.11.2. Attribution models
4.12. AI (Artificial Intelligence)
4.12.1. Advantages of Ai
4.13. Personal brand

- theoretical sessions

- work in group

- individual work

- personal study

The punctuation items of the subject are:

• Participation in class and in class activities 20% (verifiable deliverables that will only be made during class hours. They will not be accepted outside of class hours)
• Group work: 40%
• Final evaluation: 40%

RECOVERY EVALUATION: In the event that a student has failed, he / she will be able to recover from the final evaluation, maintaining the percentages mentioned in the final grade and the condition of minimum grade.

A student who has not applied for the first call CANNOT apply for recovery.

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Manzano, Roberto; Diana Gavilán; María Avelló; Carmen Abril (2012) Sensory Marketing. Ed Pearson.

Pintado Blanco, Teresa; Sánchez Herrera, Joaquín (2010); New trends in communication. 1st ed. ESIC Editorial

Schnard A, Schnard D. (2010); Marketing for entrepreneurs; ECO EDITIONS; Colombia

Davis, Melissa (2010) Fundamentals of Branding. Ed. Parramó.

Escribano, Javier (2011) Selling on the internet. Ed. Anaya.

KOTLER, Philip; KARTAJAYA, Hermawan; SETIAWAN, Iwan. Marketing 3.0. Business Editorial LID. Madrid 2011

Lindstrom, Martin (2011) This is how the consumer is manipulated: How companies manage to brainwash us and buy their brands Ediciones gestion 2000.

Merino Sanz, María Jesús; Yagüez, Estefanía. (2012) New trends in research and marketing. Ed. Esic Editorial.

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Sheehan, Brian (2012) Om-line marketing. Ed. Blume.

Maqueira J. (2009) Marketing 2.0: The New Marketing in the Web of the Social Networks. RA-MA SA Publishing and Publications.

Bravo, Carlos (2013) Guerrilla marketing for brave entrepreneurs. Sphere Books Editorial.

Lindstrom, Martin (2008) Buyology: truths and lies about why we buy. Ediciones Gestión 2000.
 

Alonso Rivas, Javier; Grande Esteban, Ildefonso (2013) Consumer behavior "decisions and marketing strategy". Ed. Esic.

Álvarez, Roberto (2011) Neuromarketing. Ed. Pearson Education.

Williams, Eliza (2010) The new advertising. The best campaigns in the Internet age. Editorial GG