SOCIAL NETWORKS TecnoCampus | Centers attached to Pompeu Fabra University and Business Park

General information

Subject type: Mandatory

Coordinator: Alex Araujo Batlle

Trimester: First term

Credits: 6

Teaching staff:

Alvaro González Gómez

Skills

Basic skills

B1_Students have demonstrated and understood knowledge in a field of study that is based on general secondary education, and is usually found at a level that, while supported by advanced textbooks, also includes some aspects involving knowledge from the forefront of their field of study
B2_That students know how to apply their knowledge to their job or vocation in a professional way and have the skills that need to be demonstrated through the elaboration and defense of arguments and the resolution of problems within their area of study
B3_Students have the ability to gather and interpret relevant data (usually within their area of study), to make judgments that include reflection on relevant social, scientific or ethical issues
B4_That students can convey information, ideas, problems and solutions to both specialized and non-specialized audiences
B5_That students have developed those learning skills necessary to undertake further studies with a high degree of autonomy

Specific skills

E9_AdE_Use mathematical tools and advanced statistical tools for decision making and contrasting various economic hypotheses
E15_AdE_Collect and interpret significant data to make judgments that include a reflection on relevant issues in the business field and be able to prepare a document that allows the transmission of information or an innovative business proposal
E16_AdE_Communicate properly orally and in writing in at least one third foreign language

General competencies

G1_ADE_To be able to work in a team, actively participating in tasks and negotiating dissenting opinions to reach consensus positions, thus acquiring the ability to learn together with other team members and create new knowledge
G2_ADE_Be able to innovate by developing an open attitude to change and being willing to re-evaluate old mental models that limit thinking
G3_ADE_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 Tourism and leisure management contribute to training citizens and citizens for a just, democratic society based on a culture of dialogue and peace

Transversal competences

T5-ADE- Develop tasks applying with flexibility and creativity the acquired knowledge and adapting them to new contexts and situations
T1_ADE_Communicate properly orally and in writing in the two official languages of Catalonia
T2_ADE_Show willingness to learn about new cultures, experiment with new methodologies and encourage international exchange
T3_ADE_Show entrepreneurial leadership and leadership skills that build self-confidence and reduce fear of risk
T4_ADE_Dominate computer tools and their main applications for ordinary academic and professional activity

Description

The aim of this subject is 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.

NOTE: This subject has methodological and digital resources to make possible its continuity in non-contact mode in case it is 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.

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.

Learning activities

Master classes
Seminars and presentations
Work in group
Individual work
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	15%
Group activities. Cases	15%
SM strategy exhibitions	10%
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.

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

REFERENCES

Basic

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

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

Berger, J. (2016) “Contagious: Why Things Catch On”. Simon & Schuster; Edition: Reprint

Complementary

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". Back Bay Books; Reprint edition (January 12, 2011)

David S. White and Alison Le Cornu (2011). Visitors and Residents: A new typology for online engagement. First Monday, Volume 16, Number 9 - 5 September 2011 http://journals.uic.edu/ojs/index.php/fm/article/viewArticle/3171/3049

Riera, IL, Ruiz, MPM, Zarco, AIJ, & Yusta, AI (2015). Influence of social media on motivations for visiting a destination and image training. International Journal of Technology Marketing, 10 (4), 413. https://doi.org/10.1504/ijtmkt.2015.072173

McCarthy, D., Tice, K., Gollan, D., & Intreglia, L. (2019). Travel Market Report's Outlook on Social Media.

Watts, Duncan J. (2003) "Six degrees of separation: The science of social media in the age of access." Ed. Paidós

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.

1023 - SOCIAL NETWORKS

School of Social and Business Sciences