Universitat Internacional de Catalunya
Professional English for Audiovisual Communication II
Teaching staff
Andreu de Santiago – adesantiago@uic.es
By appointment arranged previously by email or 5-10 minutes after each on-site class.
Introduction
The web creation - and especially of the so-called "web 2.0" - has profoundly transformed marketing, the economy and human communication. In this subject we will analyze the implications of these changes from the perspective of marketing and advertising, delving into the strategies, tools and techniques offered by digital marketing to connect with today's consumer.
Pre-course requirements
The course will be taught completely in English, so proficiency in the language will be necessary in order to follow the classes and work with the materials provided.
Objectives
a) Understand how the emergence of the Internet has transformed marketing, communication, business and culture.
b) Identify and master the main tools used by marketing to operate in this new digital context.
Competences/Learning outcomes of the degree programme
- 09 - The ability to objectify, quantify and interpret (data, statistics, empirical evidenceÂ…)
- 12 - The ability to meet deadlines, develop the ability to be punctual and respect for human, technical and material resources
- 14 - Knowledge and mastery of rhetoric and oratory to communicate own ideas
- 18 - The capacity and development of general culture and interest in social events
- 20 - Knowledge and mastery of bibliographic media
- 21 - Knowledge and mastery of the digital culture
- 48 - Knowledge and mastery of the techniques of filming, directing, producing and editing
- 50 - The ability to adapt, understand and apply the expressive possibilities of new technologies and future changes
- 54 - The ability to skillfully manage the literature, terminology and linguistic structures of the English language related to the field of communication.
Learning outcomes of the subject
a) Understand the characteristics of web 2.0 and its implications in marketing and communication.
b) Distinguish the main formats and digital advertising tools.
c) Design a social media plan.
d) Prepare a digital marketing plan and know the main metrics and indicators to evaluate the degree of achievement of the objectives set.
Syllabus
Unit 1: Introduction to Digital Marketing
- Definition / Fundamentals
- Traditional vs. Digital
- Objectives
- Utilities
- Marketing funnel
Unit 2: Digital Marketing Techniques
- Web
- Social Media
- Content Marketing
- E-mailing
- Inbound Marketing
- Other techniques
Unit 3: Digital Marketing Tools
- Website (CMS)
- Social Media (Community Management)
- SEO positioning (Semrush)
- Trends (Adwords)
- Measurement (Analytics)
Unit 4: Digital Marketing Plan
- Internal and external analysis
- SWOT analysis
- Objectives
- Target audience (buyer person)
- Strategy
- Techniques and channels
- Calendar
- Budget
- Results
Unit 5: Trends in the sector
Teaching and learning activities
In person
| TRAINING ACTIVITY | ECTS CREDITS |
| Coaching. Monitoring how students learn the content of the subject, either individually or in groups. In the coaching sessions, mistakes will be corrected, queries answered, and exercises and activities to achieve the established objectives will be suggested. | 0.8 |
| Seminar. This activity will consist of taking an in-depth look at specific up-to-date topics in a monographic manner-in some cases these topics will have been debated socially-, via active work in small groups. | 0.6 |
| Practical workshop. A highly practical working activity, where students can acquire skills that are practical or also theoretical (intellectual skills, logical skills, critical skills, intellectual learning skills, study skills, quoting skills, etc). | 0.6 |
| Lectures. In lectures, lecturers/professors not only transmit content or knowledge, but also, and above all else, attitudes, motivation, skills and values, etc. They also ensure that participants can express their opinions and arguments to the other students. | 2 |
Evaluation systems and criteria
In person
- 30% Class work and attendance (activities and test done in class).
- 30% Practical exercises (deliverable activities).
- 40% Final project (create your own Digital Marketing Plan).