Planning and Assessment of Online Media

Objectives

The main objectives of the subject are detailed below:

1. Students will be able to analyze online media and understand the strategy associated with each of them.
2. Students will have a perspective on the evolution of online media and possible future trends.
3. The students will develop practical experience such as analyzing content using journalistic and digital techniques.

Learning outcomes

• Identify the theories, processes, structures and techniques of advertising and public relations that give rise to the functions of the different departments of an advertising agency, of a boutique creative, of a consultancy or of a media center in conventional, virtual and emerging environments.
• Examine information from the environment from the knowledge and analysis of sources and information search and retrieval systems. Undertake further studies with a high degree of autonomy.
• Apply the concepts, theories, methods and techniques of marketing, advertising and public relations to formulate and implement specific strategies for products, brands and organizations.
• Apply the different conventional and non-conventional advertising communication techniques to deliver the message constructed under the parameters of creativity and innovation with the highest level of effectiveness in a context that respects linguistic diversity and social, cultural, gender and diverse economies.

Content

1. Introduction to the course
2. Media management and performance
3. Business models in media markets
4. Private to public value in media and journalism
5. Managing media and prioritizing societal values
6. Strategic context
7. Strategic concepts for the media industries
8. Social customer relationship management
9. Search engine optimization, online advertising, and viral campaigns
10. Data visualization
11. Big Data
12. Blockchain from Web 2 to 3

Evaluation

The course evaluation aims to measure the degree of overall learning achieved by the student. Specifically, the evaluation consists of:

• Class participation: 10%
• Specific evaluation tests: exams (these can be retaken): 30%
• Completion of required work or projects: 60%

Methodology

• The subject has a practical orientation; a high level of attendance will be required by all students.
• The sessions include a varied range of conceptual theories, themes, and case studies.
• The student will be expected to participate and contribute within the group and the framework of the course.
• The professor will provide a combination of individual and group tutoring depending on the individual needs of each student.

Bibliography

Bibliography

• Baron, R., Sissors, J. (2010). Advertising Media Planning (7 ed.). The McGraw-Hill Companies, Inc.
• Kung, L. (2017). Strategic Management in the Media: Theory to Practice (2 ed.). SAGE.

Reading

Teachers will provide complementary bibliography and compulsory reading throughout the course via the Virtual Campus.