Objectives

Social media have changed the communication paradigm, putting the prosumer at the center of the enterprises. In this subject we will work on the main social networks, but also in how to make a global digital marketing plan for a brand.

Learning outcomes

• Be able to define online marketing strategy
• Knowing the main internet tools
• Be able to develop a digital marketing plan
• Develop personal branding
• Be aware of best practices in the internet

Content

1. Introduction to the Social Media subject (presentation, objectives, skills and evaluation). Brief introduction to web 2.0
2. Marketing online and the digital marketing plan + Introduction to Social Media + Facebook
3. Twitter and Foursquare + Study case
4. Youtube, Instagram, Vimeo, Pinterest, Linkedin and Google+ + Study case
5. Social Media analytics and reports
6. Social Media management tools
7. Online reputation management
8. SEO: definition, searchers and how to write on the internet
9. SEM: definition, types of ads, Google Adwords and analytics
10. Email marketing: mailchimp and public relations 2.0
11. Web analytics and reports
12. Personal branding
13. Legal issues
14. Mentoring of the project
15. Presentation projects

Evaluation

• Exercises (30%)
• Participation in class (10%)
• IG management (5%)
• Success stories in social networks presentation (10%)
• Projects: develop a digital marketing plan for a leisure project based in Vic (45%)

Methodology

The classes will be structured in 45 min. of explanation and the rest of the class will be dedicated to do exercises and to mentor the final project.