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B4. That students can convey information, ideas, problems and solutions to both specialized and non-specialized audiences.
E4. Analyze and evaluate strategies for developing, launching and positioning new products, as well as making decisions regarding the variable of the product, price, distribution and communication.
E5. Recognize the particularities of marketing activity in sectors of activity with specific characteristics.
E10. Analyze and evaluate the role of digital communities and social media in business.
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.
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.
T1. Communicate properly orally and in writing in the two official languages of Catalonia.
T3. Demonstrate entrepreneurial leadership and leadership skills that build personal confidence and reduce risk aversion.
Branded Content will be the cross-cutting concept of the whole subject, the reason and the excuse to talk and delve into creativity, digital marketing, social media, storytelling and audiovisual production.
All this, to end up internalizing why Branded Content is used, how it is developed, how it is executed, and how the return on investment of a brand is valued.
The course is divided into 4 blocks, and each block is led by a teacher directly linked to the industry. Therefore, many real cases and data are worked on in the classes.
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 student will learn the steps that must be followed to assume the change of communicative model based on placing the consumer, in an immersive way, at the center of the strategies and the brands at the center of the stories.
The classes will be theoretical and practical, focused on transmitting concrete knowledge.
Approximately, and in general, 50% of the time will be devoted to theory aimed at explaining models, methodologies and tools through different Case Study specific, and 50% of the time will be more practical, with activities in class.
The classes are divided into 4 major topics, and each topic is taught by a teacher specializing in the subject and linked to the industry.
TOPIC 1: DIGITAL CREATIVE STRATEGY FOR STORYTELLING AND BRANDED CONTENT PROJECTS
1.1.- We create a group of Whatsapp? The context.
1.2.- I only know that I know nothing.
1.3.- What's new? The ingredients.
1.4.- Back and forth attraction. The recipes.
1.5.- Who is "asking"? Model cases.
TOPIC 2: APPLICATION, TACTICS AND STRATEGY OF DIGITAL TOOLS FOR BRANDED CONTENT PROJECTS
2.1.- Inbound Marketing: Content design, dissemination strategy and key metrics.
2.2.- Distribution of contents through Email marketing.
2.3.- The content in the new tools and networks: Snapchat and Periscope.
2.4.- From announcement to conversion: circuit design.
2.5.- Brand and content monitoring.
2.6.- Youtube, the social network and the new Media.
TOPIC 3: "TELL ME A STORY": STORYTELLING AND BRANDED CONTENT
3.1.- Hard to peel.
3.2.- From the demographic to the attitudinal.
3.4.- Branded Content: #MomentAfortunado.
3.5.- Transmedia narrative of Branded Content.
SUBJECT 4: THE PRODUCTION OF THE BRANDED CONTENT
4.1.- Pre-production: origins Made in Hollywood, the profession of the producer.
4.2.- Production: creativity and profitability, shooting plan, production design, budget.
4.3.- Post-production and audience development.
4.4.- Current market: new opportunities and collaborative production.
Students must take a final exam, which is assessed with 40% of the final grade of the subject.
During the course, they will also do 3 practical activities, each valued at 20%.
In the recovery period the theoretical part can be recovered on the day established as a recovery exam.
Regarding the practical part, it will only be possible to recover if all three activities have been delivered, and the suspended activity can be repeated.