Guía Docente 2020-21


Id.: 31909
Subject type: OPTATIVA
Year: 4 Teaching period: Segundo Cuatrimestre
Credits: 6 Total hours: 150
Classroom activities: 64 Individual study: 86
Main teaching language: Inglés Secondary teaching language: Inglés


Space for the analysis and practices of new forms adopted by advertising and marketing communication based on the application of new technologies and sociocultural trends. Social Media Marketing, branded content, media digitization, channels and supports, etc.

It is a subject which encompasses all those practices and trends for marketing and advertising communication that owing to new innovations (but not exclusively technological innovations) may arise.




General programme competences G01 Ability to analyse and synthesise.
G02 Problem solving.
G03 Ability to organise and plan.
G04 Use of Information Technologies.
G05 Teamwork.
G09 Ability to apply knowledge.
G10 Ability to generate new ideas (creativity).
G11 Ability to undertake research.
Specific programme competences E06 Capacity and ability to perform the role to be undertaken in a media department in an agency and, to a greater extent, in the so-called media centres.
E12 Capacity and ability to use communications technologies and techniques in the various media or combined and interactive media systems (multimedia), particularly to apply them to the field of advertising communications; special emphasis on the creation of new platforms, media, channels and devices which primarily facilitate the conceptualisation, design, development, production and dissemination of propaganda standards.
E14 Capacity to lead and take on the business and entrepreneurial challenge in advertising and/ or public relations-based projects which need human and other resources - managing these efficiently and assuming the principles of social responsibility. Social responsibility is an especially valid subject in the pursuit of professional activity which has acquired a strategic importance at the heart of companies and institutions of all sorts.
E15 Capacity to understand and interpret the specific environment of advertising and public relations and adapt to the change expected in an extremely dynamic context, determined by new management methods and tools for the profession.
E17 Capacity to draw sources of inspiration from the modern cultural and intellectual scene for the creative performance of their profession, valuing the cultural roots - particularly artistic - which provide constructive support to advertising standards through mediating tools and methods in the evolution of creative activity. fesión.
E18 Accept innovation as a design guideline in the creation of advertising and as a variable which favours establishing new and solid relational communication pathways within organisations which act as a backbone to solving all types of challenges and problems, whether or not linked to specific communications features; ability to boldly move towards the unknown but also to show prudence and professionalism, starting from a solid awareness of the current situation.
E19 Exercise creative thought and put it to use in all sorts of situations habitually, given the expressive tenor - upheld by audiovisual and/ or discursive matrices - required of an especially dynamic and consolidated profession (advertising and/ or public relations). This is the result of persuasive parameter which requires the use of creative abilities by the agents involved in these activities.
E29 Adopt a strategic view of the different advertising and marketing communications channels which arise as ways to contact audiences.
E30 Understand the operational mechanics of internal communications in organisations and how to plan strategies in this area.
E31 Ability to make the most of the corporate communications and public relations tools with the aim to sustain organisational development.
Learning outcomes R01 Understand the importance of technological innovation to marketing practices and advertising communications.
R02 Be alert to detect the possibilities and limitations of new advertising and marketing practices, channels, platforms, devices and media.
R03 Integrate the innovation with new forms in the advertising campaigns and activities being considered.
R04 Plan and design advertising copy and campaigns suitable to the new platforms.
R05 Detect new opportunities - technological or any other sort - with which to plan innovative advertising and marketing campaigns and activities.


Basic user knowledge of Photoshop and video-editing.





Any student that plagiarizes any document in the course of their assessments or practice assignments, either totally or partially, will receive a 0 (zero) for that assignment.
The subject course is divided into two parts:


Final exam based on mandatory reading on behalf of the student: 25%

Exam (test type) at the end of each unit: 15%

Individual practices. Students will do several individual practice assignments accounting for 30% of the final grade consisting in:
  1. Website audit
  2. Website creation and customization
  3. Content calendar creation
  4. Search engine optimization for a blog post
  5. Campaign tagging
  6. Google Analytics implementation
  7. Social media profiles management
  8. Dashboard, insights and reporting design

This 30% will be an average of all these grades. A practice not delivered or not delivered in time will count as 0 (zero) for the average.

Groupal practices. Students will do several groupal practice assignments accounting for 30% of the final grade consisting in:
  1. Keywords research
  2. Email marketing campaign

This 30% will be an average of all these grades. A practice not delivered or not delivered in time will count as 0 (zero) for the average.


All sessions will be a mix of face-to-face and online, and all them will be synchronous mode.

This programming and development of the subject could be altered by the evolution of the health situation.

Subject contents:

    1.1 - Digital projects
    1.2 - Resources
    1.3 - Planning
    1.4 - Audit websites / projects
    2.1 - Type of CMS
    2.2 - Opensource CMS
    2.3 - Headless CMS
    3.1 - Introduction
    3.2 - Content Marketing
    3.3 - Content Curation
    3.4 - Branded Content
    3.5 - Content calendar
    4.1 - What is Search Engine Optimization?
    4.2 - How does a Search Engine work?
    4.3 - Stages of a SEO campaign
    4.4 - Keyword list
    4.5 - How do Search Engines detect my webpage?
    4.6 - Sorting out indexability problems
    4.7 - Optimization to increase relevance
    4.8 - Link-building
    5.1 - Introduction
    5.2 - Google Analytics
    5.3 - Google Data Studio
    5.4 - Other analytics tools
    6.1 - Introduction
    6.2 - Content calendar
    6.3 - URL tagging
    6.4 - Messengers, bots
    6.5 - Social Analytics
    7.1 - Introduction
    7.2 - Contacts list
    7.3 - Campaigns
    7.4 - Reporting
    8.1 - Introduction
    8.2 - Site architecture
    8.3 - Attributes, tags, categories
    8.4 - Descriptions, texts
    8.5 - Cross-selling, up-selling
    8.6 - Coupons, promotions

Subject planning could be modified due unforeseen circumstances (group performance, availability of resources, changes to academic calendar etc.) and should not, therefore, be considered to be definitive.


Teaching and learning methodologies and activities applied:

The development of the subject is intended as follows:

Theory sessions: They consist of face to face (onsite) lectures on the subject by means of written and audio-visual content support. During the lectures theory is always supported by current practical examples of new marketing forms and the application of those by brands. In addition, students have the opportunity to have any doubts answered and contribute with their opinions to the enrichment of the debate around the topic.

Practice sessions: The methodology used will be based on cooperative learning. During these sessions students will work following the instructions for the compulsory practical projects, and this will always be done in pairs. These activities are planned to be carried out as workshops, under the lecturer´s guidance. The lecturer will concurrently explain the technological tools required to do the activity (Facebook, Twitter, Hootsuite…). During the sessions, students will communicate doubts and difficulties that may arise, in order to progress towards successfully achieving a perfected final outcome of the task. Under this learning methodology, team-work will be used, in particular in the two weeks prior to the exams.

Tutorial sessions: During these sessions, either onsite or via the virtual platform, students will be able to request aid from the lecturer for all those doubts which may not have been addressed during the face to face sessions. Likewise, students may request further bibliography to expand on a specific topic or any other kind of information related to the topic at hand. Furthermore, during these sessions a follow-up of the groups will be carried out, both onsite or through the virtual platform, while providing  further supervision and guidance for both individual and team work.




Student work load:

Teaching mode Teaching methods Estimated hours
Classroom activities
Master classes 20
Practical exercises 20
Practical work, exercises, problem-solving etc. 6
Debates 2
Coursework presentations 2
Workshops 2
Assessment activities 10
Realización de la prueba final 2
Individual study
Tutorials 4
Individual study 20
Individual coursework preparation 24
Group cousework preparation 12
Project work 12
Research work 10
Compulsory reading 4
Total hours: 150


Calculation of final mark:

Written tests: 15 %
Individual coursework: 30 %
Group coursework: 30 %
Final exam: 25 %
TOTAL 100 %

*Las observaciones específicas sobre el sistema de evaluación serán comunicadas por escrito a los alumnos al inicio de la materia.


Basic bibliography:

MACIÁ, Fernando. Estrategias de marketing digital. Anaya Multimedia, 2018.
ÁVILA, Clara. Estrategias y Marketing de contenidos. Anaya Multimedia, 2019.
CUFARI, Anita. Storytelling y copywriting. Cómo contar la historia de tu empresa. Anaya Multimedia, 2020.
MACIÁ, Fernando. SEO Avanzado. Casi todo lo que sé sobre posicionamiento web. Anaya Multimedia, 2020.
LÁZARO, María. Community manager. La guía definitiva. Anaya Multimedia, 2019.

Recommended bibliography:

ROJAS, Pedro; REDONDO, María. Cómo preparar un Plan de Social Media Marketing. Barcelona: Grupo Planeta, 2013.
LÓPEZ, Ana María. Coolhunting, a la caza de las últimas tendencias. Madrid: Anaya Multimedia, 2011.
ORDOZGOITI DE LA RICA, Rafael; RODRIGUEZ DEL PINO, Daniel. Publicidad Online. Las claves del éxito en Internet. Madrid: ESIC Editorial, 2010.
CLARKE, Adam. SEO 2021: Learn search engine optimization with smart internet marketing strategies. Independently Published, 2020.
PINTADO, Teresa; SÁNCHEZ, Joaquín. Nuevas tendencias en comunicación estratégica. Madrid: Esic Editorial, 2014.
CONRAD, Jay; LEVINSON, Jeannie. Startup Guide to Guerrilla Marketing. A simple battle plan for first-time marketers. Canada: Entrepreneur Media Inc., 2008.
KELLY, David. Social Media. Strategies to Mastering your brand. Facebook, Instagram, Twitter and Snapchat. CreateSpace Independent Publishing Platform, 2016.
PUIG, Víctor. Social Media, 250 consejos prácticos para diseñar tu estrategia en las redes sociales. Madrid: RA-MA Editorial, 2015.
KAUSHIK, Avinash. Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity. John Wiley & Sons Inc., 2009.
CLIFTON, Brian. Advanced Web Metrics with Google Analytics. Sybex Inc., 2012.

Recommended websites:

ALT 1040
El Blog de Juan Merodio
El Periódico de la Publicidad
Las Blog en Punto
Marketing Week
Marketing Directo
Ayuda WordPress