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1. Brand value indicators ¿ traditional indicators and those adapted to social media. 2. Study of the main metrics of consumer activity and response, including awareness, reach, engagement, and their evolution over time. 3. Knowledge of the main online brand monitoring tools. 4. Practical exercises using online brand monitoring tools.

1. The value of the brand and its measurement: Current context; Building a brand; What is the value of a brand; Short vs. long term. 2. Digital analytics: The importance of digital measurement; Traditional vs. digital media; Difference between metrics and analytics; Main metrics; Google and Adobe Analytics. 3. Metrics in social networks: Typologies; Main metrics; Tools 4. Optimization: Fundamentals; Typologies; Tools; Tools 5. The voice of the consumer: How to measure it; Metrics used: CSAT and NPS. Translated with DeepL.com (free version)

LEARNING ACTIVITIES Theoretical class Theoretical-practical class Lab practices Agency Group work Individual student work Exams and assessment tests TEACHING METHODOLOGY Lectures delivered by the professor with the support of digital and audiovisual media, in which the main concepts of the subject are developed and bibliographic references are provided to complement students learning. Critical reading of texts and viewing of audiovisual materials recommended by the course instructor, such as press articles, videos, advertising campaigns, reports, manuals, and/or academic papers, either for later discussion in class or to broaden and consolidate knowledge of the subject. Resolution of practical cases proposed by the professor on communication and advertising, carried out individually or in groups. Class presentations and discussions, moderated by the professor, on topics related to the content of the subject as well as on practical case studies. Preparation of assignments and reports, either individually or in groups.