General information

Subject type: Mandatory

Coordinator: Monica Juliana Oviedo León

Trimester: First term

Credits: 6

Teaching staff: 

Anaïs Arderiu


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.

  • E13. Identify the basic tools of e-Marketing.


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

  • E15. Gather and interpret meaningful data to make judgments that include reflection on relevant business issues and be able to prepare a document that allows for the transmission of information or an innovative business proposal.

  • 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.

Transversal competences
  • T1. Communicate properly orally and in writing in the two official languages ​​of Catalonia.

  • T4. Master computer tools and their main applications for 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.

Learning outcomes

  • Know the basics of social interaction applied to social networks
  • Be able to identify human connections and interests that make content viral. 
  • Be able to analyze and detect the virtues and problems of social media in business management.
  • Be able to define business goals and propose strategies to achieve them through social media marketing campaigns
  • Know and be able to use the main computer tools to manage the planning, execution and monitoring of a social media marketing campaign
  • Be able to analyze the results of a campaign and organize the information to be presented and used in business decision making 

Working methodology

a. Theoretical sessions

MD1. Master class: Expository class sessions based on the teacher's explanation attended by all students enrolled in the subject.

MD2. Lectures: There will be two sessions with lecturers in the classroom that will link the theoretical part with experiences in the professional field.

b. Guided learning

MD5. Seminars: Face-to-face format in small work groups (between 14 and 40). These are sessions linked to the face-to-face sessions of the subject that allow to offer a practical perspective of the subject and in which the participation of the student is key.

MD7. Case studies: Two specific case studies will be worked through various dynamics with face-to-face and non-face-to-face part. These cases will be linked to activities.

c. Autonomous learning

MD10. Research and critical reading of articles: Various research works related to case studies and current articles will be proposed.

MD11. Non-face-to-face tutorials: for which the student will have telematic resources such as e-mail and ESCSET intranet resources.

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.


1. Introduction to web 2.0.

2. From consumer to prosumer.

3. Introduction to Social Networks.

4. Social media within the company's communication strategy.

4.1. Type of strategy in the social media plan.

4.2. Design of the social media plan.

4.2.1. Key elements in a social media strategy.

4.2.2. Social Media profiles: from social media manager to community manager. 

4.2.3. Platforms and typology of XXSS.

4.2.4. Editorial Calendar

5. Creation and generation of content in xxss.

5.1. Storytelling.

6. Social media advertising.

7. Control, measurement and optimization.

8. Trends in digital communication and social media.

Learning activities

a. Master classes

b. Seminars and presentations

c. Work in group

d. Individual work

e. Personal study

Evaluation system

The assessment system is divided into continuous assessment activities (60%) and a final exam (40%).

Summary of the evaluation system:

System Percentage
Individual activities. Cases 10%
Group activities. Cases 15%
SM strategy exhibitions 15%
Group project. Strategy SM 20%
Final exam 40%

It is necessary to obtain a mark equal or superior to 5 out of 10 in the final exam to be able to do average with the other parts of evaluation of the asignatura.

In the recovery period only 40% of the final exam can be recovered. To recover you must obtain a minimum grade of 5 out of 10 to calculate the average of the subject.

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



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Gladwell, Malcolm (2002) "The Tipping Point: How Little Things Can Make a Big Difference". Back Bay Books (January 7, 2002)

Kotler, P., Kartajaya, H., & Setiawan, I. (2020). Marketing 4.0. Transform your strategy to attract the digital consumer. (3rd ed.). LID Editorial.

Bakshy, Eytan & Rosenn, Itamar & Marlow, Cameron & Adamic, Lada. (2012). The Role of Social Networks in Information Diffusion. WWW'12. Lyon, France.

Canals, A., Díaz-Guilera, A., Molina, JL, & Patraca, B. (2012). Social Networks. UOC. Barcelona.

Lozares, C. (1996). The theory of social networks. Papers, 48, 103-126.

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. Little, Brown Spark.

Rojas, P., Redondo, M. (2016). How to prepare a social media marketing plan (5th ed.). Barcelona. Management 2000. 

Deighton, John & Kornfeld, Leora (2006) "Case study: United Breaks Guitars". Harvard Business Publishing


McGruer, D. Dynamic Digital Marketing: Master the World of Online and Social Media Marketing to Grow Your Business. Wiley

Dodson, I. (2016). The Art of digital marketing: The definitive guide to creating strategic, targeted and measurable online compaigns. New Jersey: Wiley.

Williams, J. (2016). Social media: Marketing strategies for rapid growth using Facebook, Twitter, Instagram, Linkedin, Pinterest & Youtube. Wrocław: Amazon.