Checking date: 08/07/2020

Course: 2020/2021

Content Marketing and Social Media
Study: Master in Marketing (269)

Coordinating teacher: VIDAL SANZ, JOSE MANUEL

Department assigned to the subject: Department of Business Administration

Type: Electives
ECTS Credits: 3.0 ECTS


Description of contents: programme
1. Definition of marketing in Social Networks, benefits, platforms. Create an online community. Monitoring and optimization of the presence in Social Networks (control and decision making tables, Social Media Engagement, Measurement of Return on Investment). 2. Content marketing: to identify business opportunities and establish marketing strategies through comments, conversations and recommendations from the consumers themselves from social networking sites (such as,, etc., or own e-commerce platforms as, 3. Direct digital marketing (DDM) (such emailing, cellphone text messaging as SMS and WhatsApp) 4. Native advertising
Learning activities and methodology
The subjects will be bimodal 50% (synchronous online teaching in big or aggregate groups, face-to-face teaching in small groups).
Assessment System
  • % end-of-term-examination 40
  • % of continuous assessment (assigments, laboratory, practicals...) 60
Basic Bibliography
  • Handley, Ann . Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content, ¿1 edition, . John Wiley & Sons, Inc. 2014
  • Handley, Ann and Chapman, CC . Content Rules: How to Create Killer Blogs, Podcasts, Videos, EBooks, Webinars, (and more) That Engage Customers and Ignite Your Business 7th Ed.. John Wiley & Sons, Inc. . 2012

The course syllabus and the academic weekly planning may change due academic events or other reasons.