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B4. That students can convey information, ideas, problems and solutions to both specialized and non-specialized audiences.
E13. Identify the basic tools of e-Marketing.
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.
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.
T1. Communicate properly orally and in writing in the two official languages of Catalonia.
T5. Develop tasks applying the knowledge acquired with flexibility and creativity and adapting them to new contexts and situations.
Content marketing is a strategy that consists of offering interesting and useful content to bring us closer to our customers. These are long or short texts, videos, images, podcasts, infographics ... according to the characteristics of the audience and also of the company itself. It is a 2.0 approach that avoids asking customers and potential customers to buy certain products or services and is committed to sharing content with them that will help them solve their problems and make it easier for them to work or a specific aspect of their lives.
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.).
Students will learn how to write corporate content and create content in different multimedia formats.
The student will be able to integrate the contents in a transmedia narrative and will recognize the techniques ofstorytelling.
The student will work with real corporate texts and videos and analyze the main keys, successes and failures.
Communicate the process through Integrated Corporate Communication through the development of a Strategic Communication Plan, through knowledge of the reality of the company and adapted to social networks
The approach of the subject will be sensitive to incorporate the gender perspective in all possible aspects, from the contents to the dynamics of work and student participation. Methodologies that promote gender equality and non-sexist attitudes that facilitate the intervention in the classroom of both students will be used.
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.
Topic 1: Introduction to content marketing
Topic 2: The communicative context of marketing
Topic 3: Storytelling
Topic 4: Content development and writing
Topic 5: Non-intrusive marketing tools
Topic 6: Multimedia formats
Topic 7: Transmedia in content marketing
Topic 8: New trends
SE2: Group work (content block). 30%
SE2: Evaluable activities. 20%
SE3: Exhibitions: Presentation of the group work. 10%
SE4: Final exam. 35%
SE5: Content portfolio. 5%
• The subject is face-to-face and must be followed from the beginning of the course.
• Internships delivered outside the established period and through the established channel do not count grade.
• If a student is expelled from class, the subject is suspended directly without the 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 (not so the group work)
Eva Sanagustín (2013). "Content Marketing". Madrid: Anaya Multimedia.
Mario Tascón (dir.) (2012) “Writing on the Internet. A guide to new media and social media. ” Barcelona: Gutenberg Galaxy.
SANAGUSTÍN (2017), Eva. Blogging manual. Guide to creating and making your blog profitable. Barcelona: UOC.
Christian Salmon (2008). Storytelling. Barcelona: Ediciones Península.
HOUGHTON, Robin (2014). Blogging: Creative writing. Barcelona: Ocean.
SANAGUSTÍN, Eva (2017). Content plan for social media. Barcelona: UOC.
FREIRE SÁNCHEZ, Alfonso (2017). How to create brand storytelling? From theory to professional practice. Barcelona: UOC.
CAMUS, Albert (1942). The Stranger.
CANO PLÁ, Luis María (2007). The power of ingenuity: Creative strategies for success in marketing and advertising. Madrid: Center for Financial Studies.
LORÁN HERRERO, María Dolores (2017). Audiovisual communication in the company. Formats, new formulas and uses. Barcelona: UOC.
GUALLAR, Javier; LEIVA-AGUILERA, Javier (2013). The Content curator: basic guide for the new Internet professional. Barcelona: Editorial UOC.
ZEISER, Anne (2015). Transmedia marketing: From film and tv to games and digital media. Ed. Focal Press.
ESCALONA, Núria DigiTalk: From direct marketing to communication 2.0. Barcelona: Editorial UOC.