digital marketing, social media, la salle campus barcelona

Online Master of Science in Digital Marketing and Social Media Management

Lead the future of Marketing with AI-powered strategies and cutting-edge digital tools

Master's Thesis

Description: 

The Final Master Thesis (FMT) culminates the educational process of the Master of Science in Marketing and Social Media Management (MSMSMM) of BES La Salle, which includes the application of the multiple areas of knowledge developed during the course in a specific business and in a real scenario.

 

It consists of two blocks: The Digital Marketing Plan and the Social Media Plan.

 

The MSMSMM coordinators and the professors assigned as tutors of the Final Master Thesis (FMT) will act as a point of contact between students and professors, as well as providing advice and support to all the groups during its development.

 

The FMT is solved by groups of up to 5 people, and the case to be solved will be provided by the academic team.

 

Each group will have a tutor designated by the MSMSMM Coordinator. Its function will be to guide, advise, clarify doubts, and ensure the smooth running of the FMT.

 

The FMT is resolved by submitting a Paper and a presentation for defense before the Academic Jury for each of the parts (Digital Marketing Plan and Social Media Plan).

 

Each of the two reports of the FMT must have a maximum length of 100 pages. Annexes of a maximum of 30 pages in length may be added to these pages. The font and size used will be Arial 11 for the text, 1.5 line spacing and Arial 9 for the footnotes.

 

The defenses before the Academic Jury will be done in groups and each member must present an equal part of the presentation.

 

The presentation will have a maximum duration of 20 minutes per group and then the panel will have about 15 minutes to ask questions. At the end of the presentation, the members of the Academic Jury will deliberate, and the grades will be communicated within a maximum of 4 working days.

 

Each Academic Jury is composed of a chairperson, a secretary and a member not involved in the FMT and, although the FMT is carried out in groups, the marks will be delivered on an individual basis.

Type Subject
Primer - Obligatoria
Semester
Annual
Course
1
Credits
10.00
Previous Knowledge: 

No specific prior knowledge is necessary

Objectives: 

  • Design and develop a comprehensive digital marketing and social media plan, practically applying the knowledge and tools acquired throughout the program.
  • Analyze digital data and contexts for strategic decision-making, evaluating real-world situations and proposing well-founded solutions.
  • Manage and plan the key phases and processes of digital marketing, organizing resources, tools, and actions effectively.
  • Communicate and defend a project effectively in a professional setting, interacting with companies and presenting results in a structured and well-reasoned manner.

Contents: 

  • The consolidation and application of the basic knowledge in the different areas of the Master, that affect the development of the Final Master Thesis.
  • Management of the Final Master Thesis.
  • Elaboration and critical revision of the Final Master Thesis.
  • Quality control.
  • Presentation and defense of the Final Master Thesis.

Methodology: 

ON CAMPUS

The methodology used is based on the "Project Based Learning" (PBL), so that the subject is organized as follows:

  • Work sessions tutored by the professors, who act as mentors of the work to be done, providing suggestions and guidelines. It will be the students' responsibility to investigate and deepen in the best practices for the development of a project.
  • Class presentations of the different deliverables.
  • Presentation and final defense before an Academic Jury, which will evaluate the subject.

ONLINE

The teaching methodology used in the online modality is based on a proprietary approach developed by La Salle URL called SDBL (Self Directed Based Learning). SDBL is an active methodology grounded in situational learning and self-directed learning. Through situational learning, students address real business problems and scenarios via challenges, enabling them to consolidate newly acquired knowledge. Through self-directed learning, students determine how to progress in their training based on their prior experience.

Each week, the LMS (Learning Management System) platform releases the content for a new topic. The weekly structure is as follows:

Synchronous kick-off session:

  • The professor provides an overview of the content and tasks that students will encounter throughout the week. The objective of this session is to help students identify, at a personal level, which aspects of the upcoming content may present greater difficulty for them individually.
  • The professor also addresses any questions related to the previous week’s topic.

Between synchronous sessions:

  • Students review the session content and complete the assigned tasks related to the week’s topic in order to consolidate knowledge and identify potential doubts or areas requiring clarification.

Synchronous check point session:

  • The professor addresses any questions students may have regarding the current week’s content.
  • The professor may introduce additional content or practical cases of interest.
  • The professor fosters debate and discussion among students about the week’s content to support comprehension and enhance learning outcomes.
  • The professor provides oral feedback on the deliverables submitted in the previous week’s feedback pool, highlighting common difficulties and errors. This session is intended exclusively for feedback purposes and does not involve grading. Feedback pools are designed to allow students to broadly validate their task resolutions with the mentor. They offer students the opportunity to test their responses and receive guidance before submitting the final deliverable. Based on the mentor’s feedback, students can refine and complete their work before submitting the final assessed version, benefiting from prior academic support.

Remainder of the week:

The objective is to complete the development of the week’s tasks based on the clarifications provided during the check point session, in order to successfully complete exercises, assignments, and/or deliverables. It should be noted that most of the time during this final part of the week should be devoted to completing tasks and deliverables rather than assimilating content, as content comprehension should have been largely achieved between the kick-off and check point sessions.

The LMS platform releases content progressively (week by week) to ensure that the entire group follows the same academic pathway. In other words, the sequential release of topics ensures that all students in the program work on the same subject matter simultaneously.

Evaluation: 

The evaluation of the subject will be based on the quality of the Paper presented and the defense of the project before an Academic Jury, according to the following distribution:

  • Subject Memory (40%)
  • Presentation before the Academic Jury (60%)

 

Since the grades will be applied individually for each student, the individual performance of each student can be taken into consideration for the final grade.

Evaluation Criteria: 

  • Ability to develop a digital marketing and social media plan.
  • Ability to communicate with an external company that acts as both client and mentor.
  • Ability to apply techniques and knowledge acquired in the rest of the modules.
  • Ability to present and defend a digital marketing and social media plan.
  • Ability to manage the key processes and phases of a digital marketing and social media plan.
  • Ability to organize, plan and control the different digital marketing and social media tools.
  • Ability to assess situations, collect and analyze data, and make decisions in digital environments.
  • Ability to develop and implement theoretical concepts into practice.

Basic Bibliography: 

Adventineer Press. (2022). Social media planner & organizer. Ciudad de México, México: Adventineer Press.

Cohen, D. A. (2020). Social media marketing strategies: Complete step-by-step guide how to start and grow your business using Instagram, Facebook, YouTube. Independently published.

Kawasaki, G., & Fitzpatrick, P. (2014). The art of social media: Power tips for power users. Nueva York: Portfolio/Penguin.

Kingsnorth, S. (2019). Digital marketing strategy: An integrated approach to online marketing (2ª ed.). Londres: Kogan Page.

Lázaro, M. (2018). Community manager: La guía definitiva. Madrid: Anaya Multimedia.

Macarthy, A. (2024). 500 social media marketing tips: Essential advice, hints and strategy for business: Facebook, Twitter, Instagram, Pinterest, LinkedIn, YouTube, Snapchat, and more! [Edición Kindle]. Independently published.

Meerman Scott, D. (2020). The new rules of marketing and PR: How to use social media, online video, mobile applications, blogs, newsjacking, and viral marketing to reach buyers directly (7ª ed.). New Yersey: Wiley.

Redondo, M., & Rojas, P. (2018). Cómo preparar un plan de social media marketing: En un mundo que ya es 2.0. Barcelona: Gestión 2000.

Rissoan, R. (2018). Redes sociales: Comprender y dominar las nuevas herramientas de comunicación (5ª ed.). Barcelona: Ediciones ENI.

Vaynerchuk, G. (2013). Jab, jab, jab, right hook: How to tell your story in a noisy social world. Madrid: Harper Business.

Additional Material: 

No additional materials are required

List of Professors
Erasmo Enrique Lopez Garcia
Alex Frances Gomis