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B4. That students can convey information, ideas, problems and solutions to both specialized and non-specialized audiences.
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.
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.
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.
G3. Integrate the values of social justice, equality between men and women, equal opportunities for all and especially for people with disabilities, so that the studies of Marketing and Digital Communities contribute to training citizens for a a just, democratic society based on a culture of dialogue and peace.
T3. Demonstrate entrepreneurial leadership and leadership skills that build personal confidence and reduce risk aversion.
T5. Develop tasks applying the knowledge acquired with flexibility and creativity and adapting them to new contexts and situations.
Mass communication goes digital at breakneck speed. Citizens, businesses and institutions use digital platforms to communicate. Until now, companies had control over the messages they issued. In this context, the reputation was rather under their control, as the influence that consumers could have through word of mouth was limited. In the new context, citizens participate in the creation and distribution of content, and the reputation no longer belongs only to the company but also to consumers, who through virtual word of mouth can accredit or discredit a company.
The student will know the management models of communication 2.0 and conversations online.
The student will learn how to manage reputation online of a brand or person on the Internet.
The student will know how to prevent and manage a reputation crisis.
The student will face real cases of crisis of reputation in the field 2.0 and will analyze the main keys, successes and errors in the management of the same.
The student will learn to debate and defend arguments.
The student will participate in a role play: will have to make key decisions for the management and resolution of real and fictitious digital crises.
Master the basic technological tools for the use of e-marketing resources, social networks and online reputation management (ORM) to support business decision making
Critically understand the context of reputation and digital identity in terms of building, maintaining, managing and improving personal and corporate branding
Theoretical classes: theory, sessions with specialists and video capsules.
Guided learning: debates and case studies.
Autonomous learning: reading and writing content.
SUBJECT 1: CONTEXT OF THE COMMUNICATION 2.0. AND DIGITAL MARKETING
SUBJECT 2: PUBLIC RELATIONS 2.0
SUBJECT 3: INTERNAL AND EXTERNAL COMMUNICATION
SUBJECT 4: CONCLUSIONS ON ONLINE REPUTATION AND DIGITAL IDENTITY
AF1. Theoretical sessions
AF3. Work in group
AF4. Individual work
AF5. Personal study
AF10. Search, read and prepare reviews / text comments on bibliography / information through ICT / virtual platform.
50% SE4. Final exam.
40% SE2. Individual or group practices
10% SE1. Participation in both classroom and virtual classroom
The internships will be divided into 4 different ones in which aspects related to the reputation of the companies will be evaluated.
The first of these focuses on the identity and image of the company analyzed, in this practice aspects related to the creation of identity are assessed and how these aspects can affect its reputation. The practice is group.
The second practice focuses on personal reputation, in this practice the student generates extensive and reflective work on their personal brand, in this practice seeks reflection on the aspects that affect the digital reputation of the individual. The practice is individual.
The third practice focuses on analyzing the reputation of a chosen brand involved in some recent controversy, analyzing how its reputation has been managed. This practice is group.
The fourth and final practice is about a fictional role play, analyzing and managing the brand’s reputation. This practice is group.
LEVINE, RICK; LOCKE, CHRISTOPER; SEARLS, DOC; WEINBERGER, DAVID. The Cluetrain Manifesto: The Sunset of the Company. Bilbao: Deusto, 2009.
ACED, C. Public Relations 2.0: how to manage corporate communication in the digital environment. Barcelona: UOC, 2013.
ACED, CRSITINA; ARCHES, NEUS; BENITEZ, MAGALI; LLODRÁ, BEL; SANAGUSTÍN, EVA. (2009). Visibility. How to manage your reputation on the internet. Madrid: Gestión 2000, 2009.
EVOCA Communication Booklet Digital Reputation and Online Identity: http://neolabs.es/evoca/down/cuadernos5.pdf
EVOCA communication notebook 9 Corporate communication http://neolabs.es/evoca/down/cuadernos9.pdf
MARTÍNEZ SANZ, RAQUEL. and DURÁNTEZ-STOLLE, PATRICIA. "Crisis management in the digital scenario: effects on online reputation and guidelines for action in their communication." In: II International Congress of the Digital Society, Complutense University of Madrid, 2011.