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COMPETENCES Manage and solve problems in the new interactive digital environments Innovate in the communicative environment in the digital environment Integrate documentary stories within the framework of communication strategies, implementing the product offline and online Experiment with new interactive storytelling formats Capacity to create viability studies, package creation and budgets Identify and classify the appropriate technical and working crews for each phase of the project: preproduction, shooting and postproduction LEARNING OUTCOMES -Ability to implement audiovisual projects in the digital environment comprising the different stages of execution. -Ability to carry out comprehensive communication plans with special attention to the new communication tools offered by the internet.

1. Introduction to marketing The advertising media Media plan What is transmedia marketing and transmedia marketing? The new paradigm of social media The new consumer. From consumer to prosumer From macro audiences to micro audiences. 2. The strategic marketing plan: starting point Analysis of the market situation. SWOT analysis The objectives: from business objectives to marketing and communication objectives. Transmedia product analysis: turn your product into a marketing object. The target: definition and analysis of the target. 3. The strategic marketing plan. Definition of the communication strategy Definition of the dissemination strategy Timing and campaign planning The budget 4. The strategic marketing plan: Measuring, analysing and optimising The need to measure campaigns to achieve objectives Measurement, monitoring and analysis tools Google Analitycs and Social Media Analytics

LEARNING ACTIVITIES: Theorical class; Theoretical practical classes; Individual student work; Meetings and seminars TEACHING METHODOLOGIES Exhibitions in the teacher's class with support of computer and audiovisual media, in which the main concepts of the subject are developed and the bibliography to complement student learning. Resolution of practical cases, problems, etc. Raised by the teacher individually or in a group. Exposition and discussion in class, under the moderation of the professor of subjects related to the content of the subject, as well as of practical cases. Elaboration of papers and reports individually or in groups.