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

Social Commerce

Description
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
Semester
Second
Course
1
Credits
5.00
Previous Knowledge
Objectives

The results of this subject are:

RA1: The student knows how to develop strategies for social networks within a digital marketing plan.
RA5: The student learns to include employees in the marketing strategy.
RA6: The student knows how to carry out a social media plan, integrated into the marketing plan.
RA7: The student learns to use social networks as a sales channel.

Contents

• The role of social media in digital marketing strategy.
• Social Business Strategy. Introduction to Social Commerce.
• Social Commerce Strategies: The myth of the conversion funnel and how to understand it.
• Paid Media Campaign in Social Media.
• Technological startups: creation, financing and ecosystem.
• Success stories in social media.

Methodology

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.

Evaluation

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: The opportunity of social commerce 20%
Deliverable 2: Advertising on Facebook 20%
Deliverable 3: Social commerce solutions 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 good practices and examples of Social Commerce
• Propose opportunities for improvement
• Provide context-appropriate justifications

The student is able to:
• Describe the segmentation used correctly and in detail
• Identify the reach of a campaign
• Provide accurate and accurate data around the CPC concept

The student is able to:
• Describe the integration of a store and social channels
• Identify Social Plug ins
• Justify the use of Social Plug ins

Basic Bibliography

o Vender más en Internet: La persuabilidad o el arte de convertir usuarios en clientes. David Boronat & Ester Pallarés. Ed Gestión 2000
o Social Commerce: Marketing, Technology and Management (Springer Texts in Business and Economics). Edición en Inglés de Efraim Turban , Judy Strauss , Linda Lai
o Social Media Marketing. Edición en Inglés de Tracy L. Tuten. Ed Fourth
o Marca personal: Cómo venderse a sí mismo en línea usando el Mercadeo de Medios Sociales y el potencial oculto de los Influencers, Instagram, Publicidad en Facebook, YouTube, Twitter, Blogs y más. de Matt Golden
o Redes Sociales para el Profesional en Redes de Mercadeo: Descubra los 9 pasos como prospectar, vender, y construir su negocio virtualmente sin rechazos para que avance de rango en 90 días, de Jose Sanchez Macott, Irenne Rodriguez. Ed Independently published
o El método Lean Startup de Eric Ries, Ed Deusto
o E-Commerce Business through Social Media Marketing. Ed. GoldInk Books (2020)
o Social Commerce: Marketing, Technology and Management - Efraim Turban, Judy Strauss. Ed. Springer (2016)
o Marketing en Facebook - Mark Smith. Ed. Guy Saloniki (2019)
o Influencer Marketing Strategy: How to Create Successful Influencer Marketing - Gordon Glenister. Ed. Kogan Page (2021)
o Social Selling: Techniques to Influence Buyers and Changemakers - Tim Hughes, Matt Reynolds. Ed. Kogan Page (2016).

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
Joaquín Fernández Prieto
Mauricio Carrió Aguilar
Ainoa Ryll Perez
Carlos Revilla Cañas
Francesca Soley Viñallonga
Carolina Bassas de Sivatte
Elisabet Cañas Cortes
Joan Castillo Solans