master marketing digital la salle campus barcelona

Master of Science in Marketing and Social Media Management

If you want to be an expert in digital marketing, web optimization, eCommerce and digital analytics, with this master you will be able to be-come one, working with professionals and a practical and innovative methodology

Marketing and Social Media 2

This subject provides the student 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 customers, users, employees and brands. Social Media is the new channel where innovation and new marketing and business formats are evolving more rapidly. Social Networks are rapidly gaining a relevant place in the marketing strategies of companies becoming a central, strategic channel, not only of communication, but also of commercial research, public relations, customer service and brand positioning. Currently online communication through social media and user communities has become for many companies a viable alternative to expensive offline advertising, also offering a means of communication in which the conversation with the client / consumer / user is essential. In addition, the evolution of the market turns employees into a large human capital that it is necessary to include in the digital marketing strategies of companies.
Type Subject
Primer - Obligatoria
Previous Knowledge

The results of this subject are:

RA1: The student knows how to develop strategies for social networks within a digital marketing plan.
RA2: The student knows the main social networks, and acquires knowledge for their use in marketing and management.
RA5: The student learns to include employees in the marketing strategy.


• Instagram and Pinterest: the power of the image.
• Youtube: professional use and new advertising formats.
• Facebook: professional use and new advertising formats.
• TikTok y Twitch: la creator economy.
• The role of influencers in social networks.
• Success stories in social media.


On-campus Methodology

The teaching methodology used in the on-campus modality is divided into four steps for each of the sessions that make up the subjects of the program:
• Students must prepare at home the previous tasks of the session recommended by the teacher: reading an article, watching a video, solving a practical case or exercise, etc. In this way, the student prepares the topic of the session and acquires prior knowledge that will allow him to take better advantage of the session together with the teacher and the rest of the classmates.
• The teacher dedicates the first part of the session to working on the concepts related to the theme of the day, encouraging debate and discussion among the students, taking advantage of the fact that they have prepared the previous tasks and are based on prior knowledge.
• The teacher dedicates the second part of the session to the analysis, debate and resolution of the practical case or exercise proposed in the previous tasks. In this way, the concepts covered in the first part of the session are taken to a practical environment to strengthen the student's learning. It is essential that students work on the case or exercise at home to make the most of the contributions of the rest of their classmates during the second part of the session, as well as make valuable contributions to the group.
• It is recommended that students prepare at home the subsequent tasks of the session recommended by the teacher, which aim to finish consolidating the knowledge discussed and worked on in class.

Online Guided Methodology

The teaching methodology used in the online modality is based on a proprietary methodology developed by La Salle URL called SDBL (Self Directed Based Learning). SDBL is an active methodology based on situational learning and self-directed learning. With situational learning, the student is taught, through challenges, to address real problems and situations of the company with which he can consolidate the new knowledge acquired. With self-directed learning, the student decides how to advance in their training based on their previous experience.
Weekly, the LMS (Learning Management System) platform releases the content of a new topic. The operation of the week is as follows:

• Synchronous kick-off session:

o The teacher makes an overview of the contents and tasks that the student will find throughout the week. The objective of this meeting is to try to discover and reveal on a personal level which aspects of the week that are going to be discussed may be more difficult for the individual student.
o The professor solves possible doubts of the students about the subject of the previous week.

• Among synchronous connections:

o The students view session contents and develops the tasks entrusted to them about the topic of the week to consolidate knowledge and identify doubts.

• Synchronous session Check point:

o The professor solves any doubts that students may have about the contents of the current week.
o The professor presents additional content or practical cases, which are interesting for the students.
o The professor generates debate and discussion among the students about the content of the current week to help the students in their assimilation, therefore, improving their learning.
o The professor provides oral feedback about the deliverables registered by the students in the feedback well of the previous week, emphasizing the difficulties and errors found. This instance is for feedback only and not for qualification. The feedback is an instrument so that the students to validate with the mentor, in general terms, the resolution to the proposed tasks. In this way, the feedback wells are created thinking of giving the students an opportunity to feel the answers with the mentor. Based on the feedback provided by the mentor, the students will be able to finish developing the task and present it as a final deliverable, with the advantage of having had prior advice from the professor.

• Rest of the week. The objective is to finish the development of the tasks of the current week from the clarifications received in the synchronous check point session to pass the exercises, tasks and / or deliverables of the topic. It is worth mentioning that most of the time spent during this last part of the week should be spent on solving tasks and deliverables, rather than assimilating content (an aspect that should have been resolved between the kick-off and check point sessions).
The LMS platform gradually opens content (week by week) so that the whole group follows the same academic itinerary. In other words, the sequential opening of topics is done so that all students in the program are working on the same subjects simultaneously.

The synchronous sessions with the mentor are of optional assistance for the students, last approximately one hour, and are recorded and posted on the subject in the LMS.


Face-to-face modality

Highly significant evaluation activities:
• Final questionnaire [30%]
• Subject tasks [70%]

Online Modality

The evaluation of this subject consists of the following milestones and weightings:

Deliverable 1: Make an editorial calendar for Instagram 20%
Deliverable 2: Channel Analysis 20%
Deliverable 3: Define a landing page to capture leads from social media 20%
Final deliverable of subject and interview 40%

Evaluation Criteria

Face-to-face modality

• Final questionnaire: Test answers.
• Subject work. The TFM tutors responsible for evaluating the weekly deliveries will be based on:

o The quality of the content of the works according to the requirements defined in each deliverable.
o The adjustment to the objectives of the current subject.
o Consistency with the strategy marked in the TFM for the case.
o The adjustment to the reality of the chosen case/company.
o The format of the document, the written quality and style of the deliverable.
o Compliance with the terms of delivery. If they are delivered out of time they will be rated as "not delivered" and the rating will be "0".

Online Modality

The student is able to:
• Identify relevant topics in an editorial calendar.
• Identify and justify relevant objectives in an editorial calendar.
• Provide creativity and originality in the solutions proposed in an editorial calendar.

The student is able to:
• Perform a good analysis of each of the Social Media channels.
• Provide arguments and justifications for the use or discard of each channel.
• Detect good practices in each of the channels.

The student is able to:
• Perform a good needs analysis for a landing page.
• Provide arguments and justifications for the use or discard of a landing page.
• Detect good practices of a landing page.

Basic Bibliography

• Instagram y todos sus secretos. Phil González. Ed Anaya
• Instagram Income: How Solo Entrepreneurs and Small Companies can Make Money on IG (Social Media Marketing for Small Businesses and Entrepreneurs) Edición en inglés de Chris Oberg
• Marketing en Redes Sociales: Una Guía Esencial para Construir una Marca Usando Facebook, YouTube, Instagram, Snapchat y Twitter, Incluyendo Consejos ... e Influencers de Chase Barlow.Ed Independently published
• Marketing para Instagram: Los secretos para usar esta plataforma de redes sociales en su marca personal, para el crecimiento de su negocio y conectar ... harán crecer su marca de Chase Barlow. Ed Independently published
• Marketing Para Instagram 2021: La Guía Práctica & Los Secretos Para Ganar Seguidores, Convertirte En Influencer, Crear Un Negocio & Marca Personal & Dominar La Publicidad Para Redes Sociales de Brandon's Business Guides. Ed Anthony Lloyd
• Instagram para Negocios y Emprendedores - INSTAEMPRENDE: Cómo cambiar los resultados de tu Instagram en 21 días de Bea García Ares, Editorial Tosho
• LOS SECRETOS DE PINTEREST PARA NEGOCIOS: Una nueva manera de llevar tu negocio a otro nivel. Layla Nasser (2020)
• Marketing en Facebook: Una Guía Completa para Crear Autoridad, Generar Compromiso y Hacer Dinero a través de Facebook, Mark Smith (2019).
• 101 Consejos y Estrategias de Facebook Marketing Para Tu Empresa, Lasse Rouhiainen (2016)
• YouTube Playbook 2021, Brandon's Business Guides (2021)
• Crushing YouTube: How to Start a YouTube Channel, Launch Your YouTube Business and Make Money, Joseph Hogue 2019)
• Triunfar en Twitch: El marketing que necesitas para vivir de tu canal, Mark Garrido (2020)
• Twitch for Dummies, Tee Morries (2019)
• TikTok: for business from scratch! Strategies for companies 2021, Jose Ignacio B. (2021) Influencer Marketing, Patricia SanMiguel Arregui (2020)
• Influencers: La nueva tendencia del marketing online, Rafaela Almeida Ramos (2017)

Additional Material

In each session, and as part of the program, complementary multimedia content will be identified and suggested that will be updated by the teachers as necessary.

List of Professors
Jorge Camos Tremosa
Erasmo Enrique Lopez Garcia
Alexia Herms Vazquez
Joan Castillo Solans