Degree | Type | Year |
---|---|---|
2503873 Interactive Communication | OB | 3 |
You can view this information at the end of this document.
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.
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, 16, 17, 18, 19, 24 |
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, 16, 17, 18 |
Reading | 4 | 0.16 | 2, 5, 11, 12, 16 |
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 | Weighting | Hours | ECTS | Learning Outcomes |
---|---|---|---|---|
Final group practical work | 50% | 20 | 0.8 | 2, 3, 4, 6, 7, 8, 9, 10, 11, 13, 15, 17, 18, 19, 21, 22, 23, 24 |
Individual theory exam | 40% | 10 | 0.4 | 2, 4, 5, 7, 10, 12, 16 |
Individual work | 10% | 5 | 0.2 | 1, 11, 12, 14, 16, 20, 25 |
In order to pass the course, students must choose one of the following 3 options:
1.- Continuous assessment
Continuous assessment involves compulsory class attendance, with a maximum absenteeism of 20% of the seminars. In order to pass it, the following tests must be passed, being necessary to obtain at least a 5 in each of the tests, in order to obtain an average. If this is not the case, the course will be failed and the student will have to take a make-up exam.
A) 40% Individual theory exam
B) 50% Final group practical project (digital marketing plan)
C) 10% Individual practice
2. Single assessment
If you wish to opt for the single assessment, class attendance is recommended but not compulsory and you must pass the following tests, being necessary to obtain at least a 5 in each of the tests, in order to get an average. If this is not the case, the course will be failed and the student will have to take a make-up exam.
A) 40% Individual theory exam
B) 50% Final individual practical work (digital marketing plan)
C) 10% Individual practice
The single evaluation, both the theoretical exam and the delivery of the practical exercises, will take place on 25/06/2024.
3.- Synthesis test
In the case of second registration students, they can opt for the synthesis test. This will be a final exam where theoretical and practical knowledge will be evaluated. This exam will take place on the day of the recovery and will be the same exam as the recovery of the rest of the students, not opting for an extraordinary recovery.
Students will have the right to retake the course if they have been evaluated on all the activities, the weight of which is at least 2/3 of the total grade of the course. To do so, they will be able to take a theoretical and/or practical exam during the last weeks of the course.
The recovery will take place on 25/06/2024 and students will have to pass the evaluable parts with a minimum mark of 5 in each of them in order to be able to take the average:
A) 40% Individual theoretical exam
B) 50% Final individual practical work (digital marketing plan)
C) 10% Individual practice
Dates are subject to change and will be confirmed both during the presentation of the course and on the virtual campus.
The grades obtained can be consulted on the Virtual Campus.
Students who do not take any of the evaluable tests or the recovery will be graded as not evaluable.
In the event that any student commits an irregularity that may lead to a significant variation of an assessment act, this assessment act will be graded with 0, regardless of the disciplinary process that may be initiated. In the event of several irregularities occurring in the assessment acts of the same subject, the final grade for this subject will be 0.
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. (s. f.). Google. https://learndigital.withgoogle.com/activate/course/digital-marketing
Google Analytics Academy. (s. f.). https://analytics.google.com/analytics/academy/
Google Ads Certifications : Google. (s. f.). https://skillshop.exceedlms.com/student/catalog/list?category_ids=2844-google-ads-certifications
Certificació de Meta. (s. f.). https://es-es.facebook.com/business/learn/certification
Especially free online and office tools will be used.
Name | Group | Language | Semester | Turn |
---|---|---|---|---|
(SEM) Seminars | 61 | Spanish | second semester | afternoon |
(SEM) Seminars | 62 | Catalan | second semester | afternoon |
(TE) Theory | 6 | Spanish | second semester | afternoon |