Degree | Type | Year | Semester |
---|---|---|---|
4314947 Strategic Planning in Advertising and Public Relations | OB | 0 | 2 |
This subject has no prerequisites.
It is recommended that students have knowledge of marketing as well as for analytics and creativity.
The new scenarios posed by the information society require a new approach to the design, planning and direction of marketing actions.
Knowing and using emerging techniques in the field of marketing will provide the student with the necessary skills to apply the new marketing trends in a profitable and effective way in the company. For this we will study the most relevant aspects and tools of online marketing as well as the analysis of data to evaluate the results and establish strategies.
Therefore, this module will be eminently practical.
1. Internet Marketing: The brand, the globalization of the market, virtual communities.
2. The company on the Web: business directories, blogs, own website with a content management program, personalized web programming.
3. Electronic commerce: The virtual store, consumer cooperatives.
4. Network Analysis: Natural Positioning (SEO), Google Analytics.
5. Advertise on the Web: SEM, Google Adwords.
6. CRM: Achievement of "leads", follow up until your conversion into contacts and accounts. Development of marketing campaigns and evaluation of the results obtained.
7. Business Intelligence: visual data analysis, new visualizations, infographics.
8. Social networks: presence and analysis of their content.
9. Sensory marketing (audio branding).
10. Sensory marketing (smell).
The subject is divided into three parts with the following weight and content:
Digital Marketing (30%)
CRM and Business Intelligence (30%)
Sensory marketing (40%)
The Tableau data visualization software (www.tableau.com) is provided by the Tableau for Teaching program (http://www.tableau.com/academic.
Title | Hours | ECTS | Learning Outcomes |
---|---|---|---|
Type: Directed | |||
Lectures, discussion of cases and presentation of works | 55 | 2.2 | 1, 8, 4, 2, 3, 6, 5, 7, 9, 10, 11, 12, 13, 16, 15, 14 |
Type: Supervised | |||
Tutorials and follow-up of the work to be done and the cases to prepare | 30 | 1.2 | 1, 8, 4, 2, 3, 6, 5, 7, 9, 10, 11, 12, 13, 16, 15, 14 |
Type: Autonomous | |||
Related readings, preparation of cases and practices, study and elaboration of schemes | 90 | 3.6 | 1, 8, 4, 2, 3, 6, 5, 7, 9, 10, 11, 12, 13, 16, 15, 14 |
The evaluation of each part will have the following tests:
Digital Marketing (30%)
Individual test of the main concepts.
Conducting a marketing campaign, in groups.
CRM & Business Intelligence (30%)
Individual test of the main concepts.
Creation of a dashboard, in groups.
Sensory Marketing (40%)
Audio branding proposal.
Practical activities on olfactory communication.
To carry out the weighting, a minimum grade of 5 must be obtained in each of the parts that make up the notes.
For those students who in the evaluation have obtained a grade that is equal to or greater than 3,5 and less than 5, there will be a re-evaluation. This re-evaluation is scheduled in the faculty exam calendar. The student who passes it will pass the subject with a grade of 5. Otherwise, he will keep the same grade of the evaluation.
A student is considered to be "not evaluable" in the subject as long as he has not participated in any of the evaluation activities.
Any delivery that is identified as plagiarized by other colleagues or from any other source entails a zero in this evaluation. In the case of plagiarism among classmates, zero will be for both the plagiarist and the person who facilitates plagiarism.
Title | Weighting | Hours | ECTS | Learning Outcomes |
---|---|---|---|---|
CRM and Business Intelligence | 30% | 22.5 | 0.9 | 1, 8, 4, 2, 3, 6, 5, 7, 9, 10, 11, 12, 13, 16, 15, 14 |
Digital Marketing | 30% | 22.5 | 0.9 | 1, 8, 4, 2, 3, 6, 5, 7, 9, 10, 11, 12, 13, 16, 15, 14 |
Sensory marketing | 40% | 30 | 1.2 | 1, 8, 4, 2, 3, 6, 5, 7, 9, 10, 11, 12, 13, 16, 15, 14 |
Marketing Digital
Business Intelligence
Sensory Marketing