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Strategic Digital Planning for Advertising and Public Relations

Code: 43404 ECTS Credits: 6
Degree Type Year Semester
4314947 Strategic Planning in Advertising and Public Relations OB 0 1


Arantza DanÚs Vilallonga

Use of Languages

Principal working language:
spanish (spa)


Mireya Places Fernando
Arantza DanÚs Vilallonga
Ana Beatriz Valli Casado


There are no prerequisites to take this subject

Objectives and Contextualisation

Learn to design, plan and direct marketing tactics in the new information society scenario.
Understand the profiles, behaviors and evolution of digital users and their social differences in terms of age, gender and origin. Make a critical reflection on the digital divide.
Work the specificities of the Strategic Planning of Advertising in the digital area and the specific tactics offered such as PR through social media, digital reputation management, influencers management, communication management for ecommerces , online customer relationship marketing, etc. We will work deeply in the knowledge of new business typologies and digital tools (start-ups, ecommerce, big data, digital intelligence ...).


  • Continue the learning process, to a large extent autonomously.
  • Design, plan and direct marketing actions in the new scenarios posed by the information society.
  • Identify the different strategic communication problems of institutional corporations and non-profit organisations.

Learning Outcomes

  1. Know how advertising and PR are integrated in digital strategic planning.
  2. Know the specific characteristics of digital strategic planning.
  3. Work with internet-based social media.


  • Introduction to digital strategic planning and consulting methodology in eBusiness
  • Digital users and purchase process 2.0
  • Startups and new digital companies
  • Public relations: definition, areas of action and traditional PR techniques
  • Public Relations 2.0: how to relate to the public in the digital environment
  • Management of crisis communication: strategies and tools.
  • Leadership and Communication
  • Internet intelligence: Data driven marketing & MarTech
  • Digital Strategies: Inbound Marketing & Acount Based Marketing
  • Online corporate reputation: monitoring and management


The module consists of 18 sessions of 2h each in which the contents previously presented are addressed.
											Guided classes both face-to-face and virtual, article readings, case studies, groupal activities at class, student presentations and individual work activities will be conducted.
											The calendar will be available on the first day of class. Students will find all information on the Virtual Campus: the description of the activities, teaching materials, and any necessary information for the proper follow-up of the subject. In case of a change of teaching modality for health reasons, teachers will make readjustments in the schedule and methodologies.

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      
Master classes in face-to-face format 26 1.04 1, 2
Type: Supervised      
Classes of problems and approach of digital strategies 30 1.2 3, 2
Case studies 20 0.8 1, 2
Oral presentations 15 0.6 3, 2
Type: Autonomous      
Practical digital exercises 20 0.8 3
Article readings 10 0.4 1, 2


For the evaluation of the module the attendance of students in the classroom or virtually will be taken into account (at least 80% are compulsory), as well as their participation in the activities directed in the classroom and the submissions and presentations of supervised and autonomous activities. 
The evaluation is continuous and there is no final exam of the module.

The proposed teaching methodology and evaluation activities may undergo some modifications depending on the health authorities' attendance restrictions.

Students will be entitled to the revaluation of the subject. They should present a minimum of activities that equals two-thirds of the total grading. The activities that are excluded from the revaluation process are oral presentations and class attendance.

The student who performs any irregularity (copy, plagiarism, identity theft...) will be qualified with 0 in this assignment or exam. In case there are several irregularities, the final grade of the subject will be 0

Assessment Activities

Title Weighting Hours ECTS Learning Outcomes
Processes and attendance to the module 10 10 0.4 1, 2
Oral or virual presentations 20 5 0.2 3, 2
Submission of practical exercises 20 4 0.16 3, 1, 2
Work and presentation of study cases 50 10 0.4 3, 1, 2


  • Sainz de Vicuña JM (2018) Plan de marketing digital en la práctica. Edistorial ESIC.
  • Villaseca Morales (2014) Innovación y marketing de servicios en la era digital. ESIC; Edición: 1
  • AIMC Datos EGM. Resumen General -  [online] Available at: www.aimc.es
  • We are social. Informe Anual Digital - [online] Available at: https://wearesocial.com/
  • Castillo A. y Ponce, D. (2015) Comunicación de Crisis 2.0, Editado por Fragua
  • Dans, E. (2001) Sobre modas y realidades: CRM o el nuevo marketing digital [online] Available at: http://www.ie.edu/Enrique_Dans/download/crm-09.pdf
  • Dans, E. (2001) Un poco de CRM en la ensalada, por favor [online] Available at: http://profesores.ie.edu/enrique_dans/download/crm5d.pdf
  • Enrique, A. y Morales, F. (2015) Somos Estrategas, Editado por Gedisa, 2015.
  • Eric Ries “The lean startup”
  • Garrido, A. y Padilla, A. (2014) Estrategias CRM en empresas de servicios: recomendaciones directivas para su implementación. Universidad de Málaga. http://w.revistadyo.com/index.php/dyo/article/viewFile/391/411
  • González Herrero, A. (1998) Marketing preventivo: la comunicación de crisis en la empresa, Editado por Bosch, 1998.
  • IAB Spain. Estudio ecommerce[online] Available at: http://www.iabspain.net/
  • International Institute of Management Development (IMD) Research “Digital Vortex: how digital disruption is redefining industries”.
  • Losada, JC. (2014) Comunicación en la gestión de crisis, Editado por Editorial UOC, 2014.
  •  Greenberg (2008) Gestión de relaciones con los clientes. McGraw-Hill Interamericana de España S.L.; Edición: 1
  • Marc Andreessen “Why software is eating the world"
  • Mkt relacional (2009). El Ciclo de Vida del Cliente. Elemento fundamental para una estrategia de Centralización en el Cliente.[online] Available at:  http://mkrelacional.blogspot.com.es/2009/01/el-ciclo-de-vida-del-cliente-elemento.html
  • OJDinteractiva (2017) Auditoría Medios Online. [online] Available at: http://www.ojdinteractiva.es/medios-digitales
  • Websa1000. Diccionario básico de Google Analytics.  [online] Available at: http://www.websa100.com/


We will work mainly with digital resources such as: social media, google analytics, google slides, microsoft teams, etc.