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Marketing and Social Media I (5 ECTS)
It provides students with the concepts and knowledge on how to build and have a strategic vision in Social Media. How to design a marketing strategy using social networks as the
basic axis of the relationship between clients, users, employees and brands.
- Social Media strategy for companies: the Social Media Plan
- Strategic analysis in Digital Marketing
- Social Media strategy for companies: Linkedin
- Professional use and new advertising formats: Twitter
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Marketing and Social Media II (5 ECTS)
Provides students with a complete overview of the implementation of marketing campaigns on the different social networks, using channels such as influencer marketing to successfully manage the brand.
- Facebook: Professional use and new advertising formats
- Instagram and Pinterest: the power of image
- The Role of influencers in Social Media
- The Social Media Content Plan
- YouTube and its professional use
- Inbound marketing
- Success stories in Social Media 1
- Success stories in Social Media 2
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Branded Content and Transmedia Communication (5 ECTS)
It provides students with a vision of the internet of people, the social web, the promotion of participation and collaboration, sharing... We are in the era of co-creation.
Creativity and content through social media has become for many companies the main axis of their relationship strategy with their community of users.
- Creativity in Social Media
- Branded Content: The construction of content in Social Media
- Branded Content: Content and new audiovisual formats
- Brand building
- Viralisation strategies of a branded content campaign
- Visual marketing
- Case studies in Social Media: the Clipsterbcn case
- The customer journey
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Social Commerce (5 ECTS)
It gives the student the vision of how social networks have become one of the main conversion and customer loyalty funnels for brands. Social Media is above all Social Business and Social eCommerce.
- Introduction to Social Commerce
- Paid Media Campaigns in Social Media
- Customer acquisition in Social Media: SEO and Paid Media
- B2B Marketing and Social Media
- Tech startups: creation, funding and ecosystem
- The myth of the conversion funnel
- Digital strategy in campaigns
- Twitch and the Creator Economy
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Social Metrics: KPI in Social Media (5 ECTS)
It provides students with the concepts and knowledge about analytical tools and the main metrics to take into account in each social network. How to build a social dashboard,
to be able to evaluate the return and make decisions based on the measurement of results of the implementation of the defined social strategy.
- Online Reputation: how to monitor, track, index and measure conversations
- How to calculate ROI in Social Networks
- Building the dashboard for Social Media decision making 1
- Building the dashboard for Social Media decision making 2
- Social Media Analytics: measuring results. The Basic KPIs
- Employees as brand ambassadors in Social Media
- Case study 1
- Case study 2
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Social Media Plan (Final Project) (10 ECTS)
Subject designed to consolidate in a practical way the knowledge and competences acquired throughout the Social Media block of the master programm, and to demonstrate the achievement of the global learning objectives.
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