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2020/2021

Emerging Marketing

Code: 43406 ECTS Credits: 10
Degree Type Year Semester
4314947 Strategic Planning in Advertising and Public Relations OB 0 2
The proposed teaching and assessment methodology that appear in the guide may be subject to changes as a result of the restrictions to face-to-face class attendance imposed by the health authorities.

Contact

Name:
Maria Teresa Obis Artal
Email:
Teresa.Obis@uab.cat

Use of Languages

Principal working language:
spanish (spa)

Teachers

Montserrat Guerrero Gonzalez
Pere Navalles Villar
María Luz Barbeito Veloso

Prerequisites

This subject has no prerequisites.

It is recommended that students have knowledge of marketing as well as for analytics and creativity.

Objectives and Contextualisation

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.

Competences

  • Analyse market data (competition and brand image) and, in accordance with the advertiser's briefing, design a strategic communication plan.
  • Design and carry out market research.
  • Design, plan and direct marketing actions in the new scenarios posed by the information society.
  • Display determination, curiosity and creativity.
  • Identify research problems and apply the most suitable qualitative and quantitative methodologies and tools in studies on communicative phenomena in advertising and PR.
  • Integrate knowledge and use it to make judgements in complex situations, with incomplete information, while keeping in mind social and ethical responsibilities.
  • Set communication objectives and design strategies that are suited to the dialogue between brands and consumers.
  • Work in a team, showing respect for the roles of its members (workload, responsibilities, merits, etc.) and its dependencies.

Learning Outcomes

  1. Apply cutting-edge marketing planning tools.
  2. Describe the workings of the new research tools.
  3. Determine the integrative structure of a marketing plan.
  4. Display determination, curiosity and creativity.
  5. Distinguish and classify the new research techniques.
  6. Distinguish and classify trends in marketing.
  7. Distinguish and identify brand optimisation models and models of new media and channels.
  8. Evaluate the effects of the application on the trading account.
  9. Identify and filter the principal emerging trends and technologies.
  10. Identify the new tools of commercial communication.
  11. Integrate the different analysis tools for studying new trends in marketing.
  12. Make skilled use of IT tools.
  13. Recognise and analyse the organisation's ability to adapt and integrate changes.
  14. Use advanced models and criteria for forecasting and monitoring.
  15. Use the new commercial communication tools correctly.
  16. Work in a team, showing respect for the roles of its members (workload, responsibilities, merits, etc.) and its dependencies.

Content

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).

Methodology

The subject is divided into three parts with the following weight and content:

Digital Marketing (30%)

  • Natural Positioning SEO.
  • Search engine advertising and social ads. SEM.
  • KPIs Web Analytics.
  • Definition of Inbound Marketing strategies. Content Marketing Social networks.
  • Email marketing Conduct lead capture and customer retention campaigns.


CRM and Business Intelligence (30%)

  • CRM. SuiteCRM: sales and marketing modules.
  • BI. Introduction to Tableau.
  • Calculation of formulas, filters, and parameters.
  • Creation of interactive dashboards.

Sensory marketing (40%)

  • Sensory marketing (audio branding).
  • Sensory marketing (smell).

The Tableau data visualization software (www.tableau.com) is provided by the Tableau for Teaching program (http://www.tableau.com/academic.

Activities

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

Assessment

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.

Assessment Activities

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

Bibliography

Marketing Digital

Business Intelligence

Sensory Marketing 

  • Barbeito, Mariluz y Perona, Juan José (2016). Nuevas tendencias en el contexto del marketing sensorial: el sonido como instrumento de comunicación estratégica en el actual escenario digital. Libro de Comunicaciones. Congreso AE-IC, Madrid 2016.
  • Barbeito, Mª Luz et al. (2019). “La marca que se escucha: estrategias sonoras en el branding de las instituciones”. En Las herramientas digitales en la comunicación social. Coord. Isidoro Arroyo, Pilar Vicente y Samuel Calle. Madrid: Fragua. Pp. 55-72.
  • Hultén, Bertil,  Broweus, Niklas  & Van Dijk, Marcus (2009): Sensory marketing. Reino Unido: Palgrave Macmillan.
  • Moral, María y Fernández Alles, M. Teresa (2012): “Nuevas tendencias del marketing: el marketing  experiencial. Entelequia. Revista Interdisciplinar, 14, pp. 237-251. 
  • Navalles, Pere. «Smell-Ad. La publicidad con aroma en el ambiente». Questiones publicitarias, [en línea], 2018, Vol. 1, n.º 21, pp. 13-19.
    https://www.raco.cat/index.php/questionespublicitarias/article/view/v1-n21-navalles/440450