Degree | Type | Year | Semester |
---|---|---|---|
2503873 Interactive Communication | OB | 3 | 2 |
No previous requirements are necessary to take this subject.
The contents of the course will be oriented towards theoretical and practical knowledge of the different main aspects of digital marketing today. Mainly:
However, the detailed calendar with the content of the different sessions will be available on the day of the presentation of the course. It will also be posted on the Virtual Campus where students can find the detailed description of the exercises and practices, the various teaching materials and any information necessary for the proper monitoring of the subject.
The subject consists of a theoretical part and a practical part that will be developed in person.
During the theory, there will be an introduction to the main concepts of digital marketing, which will be complemented with compulsory readings and digital resources.
Subsequently, the practical activity will be developed during the seminar, always related to the theoretical class taught, which will be placed in the context of the development of a digital marketing plan that will be delivered during the last sessions of the course, as well as the development of the individual practice.
Annotation: Within the schedule set by the centre or degree programme, 15 minutes of one class will be reserved for students to evaluate their lecturers and their courses or modules through questionnaires.
Title | Hours | ECTS | Learning Outcomes |
---|---|---|---|
Type: Directed | |||
Lectures | 15 | 0.6 | 2, 5, 12, 16 |
Practical workshop | 17 | 0.68 | 5, 6, 9, 17 |
Seminars | 16 | 0.64 | 2, 18, 16, 17, 24, 19 |
Type: Supervised | |||
Analysis, approach and oral presentation of real cases and case studies. | 4 | 0.16 | 11, 12, 19 |
Tutorial | 3 | 0.12 | 6, 11 |
Type: Autonomous | |||
Oral presentations | 4 | 0.16 | 6, 12, 18 |
Personal study | 15 | 0.6 | 2, 5, 11, 12, 16 |
Preparation of works & practices | 37 | 1.48 | 2, 5, 6, 9, 12, 18, 16, 17 |
Reading | 4 | 0.16 | 2, 5, 11, 12, 16 |
To pass the course you must pass each and every one of the assessment activities, which consist of:
Attendance to seminar classes is compulsory and students are only allowed to miss 20% of the sessions.
The grades of the evaluable tests will be posted on the Virtual Campus.
Students will have the right to recover the subject if they have been evaluated on all the activities, the weight of which is a minimum of 2/3 of the total grade of the subject. To do so, they can take a theoretical and/or practical exam (for the final work and individual practice) during the last weeks of the course.
Students who do not take any of the examinations or the make-up exams will be graded as not assessable.
In the case of second enrolment, students will be able to take a single synthesis test consisting of a theoretical and practical exam.
In the event that the student performs any irregularity that may lead to a significant variation of an evaluation act, this evaluation act will be graded with 0, regardless of the disciplinary process that could be instructed. In the event, that several irregularities occur in the evaluation acts of the same subject, the final grade for this subject will be 0.
The teaching methodology and assessment proposed in the guide may undergo some modification depending on the restrictions imposed by the health authorities.
Title | Weighting | Hours | ECTS | Learning Outcomes |
---|---|---|---|---|
Final group practical work | 50% | 20 | 0.8 | 10, 3, 2, 4, 6, 7, 11, 9, 18, 15, 17, 24, 19, 21, 22, 23, 8, 13 |
Individual theory exam | 40% | 10 | 0.4 | 10, 2, 5, 4, 7, 12, 16 |
Individual work | 10% | 5 | 0.2 | 1, 11, 12, 14, 16, 25, 20 |
Kotler, Philip., Kartaya, Hermawan. & Setiawan, Iwan. (2016). Marketing 4.0: transforma tu estrategia para atraer al consumidor digital. John Wiley & sons 2ª Ed.
Sáinz de Vicuña Ancín, Jose Maria. (2021). El plan de marketing digital en la práctica (23rd ed.). Madrid: ESIC.
Maciá Domene, Fernando. (2020). Seo avanzado. Madrid: Anaya Multimedia.
Chaffey, Dave, & Ellis-Chadwick, Fiona. (2020). Digital marketing. Harlow: Pearson.
Fagundo, Antonio., Bastón, Rubén. & Hernández, Valentín. (2021). Ecommerce. Cómo montar una tienda online… ¡y que venda!. Madrid: Anaya Multimedia.
Díaz-Aroca, Esmeralda, & Martínez Calduch, David. (2017). Social selling. Madrid: Altom Service.
Fundamentos de Marketing Digital Google: https://learndigital.withgoogle.com/activate/course/digital-marketing
Google Analytics Individual Qualification: https://skillshop.exceedlms.com/student/path/2934-google-analytics-individual-qualification#:~:text=Google%20Analytics%20Individual%20Qualification%20es,conversi%C3%B3n%2C%20atribuci%C3%B3n%2C%20informes%2C%20m%C3%A9tricas
Certificación de Google Ads: https://skillshop.exceedlms.com/student/catalog/list?category_ids=2844-google-ads-certifications
Certificación de Facebook: https://es-es.facebook.com/business/learn/certification
Especially free online and office tools will be used.