Content
Design and creation of a digital positioning plan
- Digital marketing and digital strategy
- Web Analytics
- Business intelligence
Positioning and search engines
- Search engine positioning
- Content adapted for SEO
Social media strategy
- Adaptability of the message to the distributor of the digital contents
- Analysis of the requirements of the broadcast channels: Apple News, Google News, Facebook
Active audience and participation
- Analysis of online consumption
- Characteristics of the new consumption
- Transmedia and multasking
- Feedback and user generated content
Audience measurement systems
- Companies and institutions
- Accreditation and transparency systems
- Impact on the advertising market and public relations
IMPORTANT:
- The calendar detailed with the content of the different sessions will be presented on the day of presentation of the subject.
- It will be uploaded to the Virtual Campus, where students will also be able to access the detailed description of the exercises and practices, the various teaching materials, and any necessary information for the proper follow-up of the subject.
Assessment
The subject consists of the following evaluation activities:
- Activity A, Content test, with 20% on the final grade.
- Activity B, Classroom practices, with 20% on the final grade.
- Activity C, Debates and analysis of cases, with 20% on the final grade.
- Activity D, Course work, with 40% on the final grade.
In order to pass the subject, it is necessary to take a minimum grade of 5 in activities A, B, C and D.
Aspects to consider:
- To pass the subject, all the evaluable tests will have to be done as it is a continuous evaluation.
- In the exceptional case and always after commenting the situation with the teaching team of the subject, it will be possible to work with a different evaluation system.
- In the case that the student does not appear in the middle of the tests, it will be considered as not presented.
- In each part student must have, at least, the equivalent of a five.
- Students will be entitled to the recovery of the subject if it has been evaluated of the set of activities, the weight of which is a minimum of 2/3 of the total grade of the subject.
- To be able to submit to the recovery of the subject, it will be necessary to have obtained an average grade of 3.5.
- The activities that are excluded from the recovery process are the debates and case analyzes.
- In case of second registration, the students may perform a single synthesis test consisting of a theoretical-practical exam. The qualification of the subject will correspond to the qualification of the synthesis test.
- The studentwho makes any irregularity(copy, plagiarism, identity theft ...) that could lead to a significant variation of the grade of an evaluation act, will be qualified with 0 this act of evaluation. In case of several irregularities, the final grade of the subject will be 0.