Checking date: 04/05/2023


Course: 2023/2024

Transmedia Marketing
(12337)
Master in Documentary and Journalistic Transmedia Reportage (Plan: 321 - Estudio: 289)
EPH


Coordinating teacher: SAINZ DE BARANDA ANDUJAR, CLARA

Department assigned to the subject: Communication and Media Studies Department

Type: Electives
ECTS Credits: 3.0 ECTS

Course:
Semester:




Requirements (Subjects that are assumed to be known)
-
Objectives
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.
Skills and learning outcomes
Description of contents: programme
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 and methodology
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.
Assessment System
  • % end-of-term-examination 50
  • % of continuous assessment (assigments, laboratory, practicals...) 50
Basic Bibliography
  • ARRUTI, LARA; GIRN, BORJA. Claves para Conectar con tus Clientes: Enamora a Tus Clientes Con El Blog Y Redes Sociales. CreateSpace Independent Publishing Platform. 2016
  • BAUMAN, Z. Modernidad líquida. Fondo de Cultura Económica. 2006
  • Briñol, P.; de la Corte, L.; Becerra, A. . Qué es persuasión.. Madrid: Biblioteca Nueva. 2000
  • CASTELLS, M. The Internet galaxy: reflections on the Internet, business, and society. Oxford University Press. 2001
  • Cialdini, RB.. Influence: science and practice. Boston: Allyn and Bacon. 2001
  • Díaz, D.; Izquierdo, E.; y Bajo, M. Psicología de la comunicación. Centro de Estudios Financieros. Madrid .. 2017
  • JENKINS, H. Convergence culture. La cultura de convergencia de los medios de comunicación. Paidós. 2008
  • JENKINS, H. Convergence culture. La cultura de convergencia de los medios de comunicación. Paidós. 2008
  • KAPFERER, J_N.. The New Strategic Brand Management. Edition 5, Cogan Page. 2012
  • KINGSNORTH, SIMON. Digital marketing strategy: an integrated approach to online marketing. Editorial:London ; Philadelphia, PA : Kogan Page. 2016
  • Kingsnorth, Simon. Digital marketing strategy: an integrated approach to online marketing. Editorial:London ; Philadelphia, PA : Kogan Page. 2016
  • RHEINGOLD, H. Multitudes inteligentes: la próxima revolución social (Smart mobs). Gedisa. 2004
  • SCOLARI, C.. Narrativas transmedia. Cuando todos los medios cuentan. . Deusto. 2013
  • SOLIS, ALEYDA . SEO. LAS CLAVES ESENCIALES . ANAYA MULTIMEDIA. 2016
Recursos electrónicosElectronic Resources *
  • CASTELLÓ MARTÍNEZ, A. · La estrategia de medios sociales, el Inbound Marketing y la estrategia de contenidos: sociales, el Inbound Marketing y la estrategia de contenidos : http://dialnet.unirioja.es/servlet/articulo?codigo=4247809
  • Álvarez-Peralta, Miguel; G. Franco, Yanna · Independencia periodística y fondos públicos: la publicidad institucional como distorsión de la competencia en el mercado informative. Historia y comunicación social 23(2) 2018: 285-305. : http://dx.doi.org/10.5209/HICS.62258
Additional Bibliography
  • Briñol, P.; Petty, RE.; y Tormala, ZL.. The self-validation of cognitive responses to advertisements. J Consumer Res. 2004; 30:559-73.. 2004
  • Petty, RE.; Briñol P.. Persuasion: from single to multiple to metacognitive processes. Perspect Psychol. 2008; 3:137-47.. 2008
Recursos electrónicosElectronic Resources *
(*) Access to some electronic resources may be restricted to members of the university community and require validation through Campus Global. If you try to connect from outside of the University you will need to set up a VPN


The course syllabus may change due academic events or other reasons.