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Course: 2020/2021

Marketing Communications and Social Media

(17655)

Bachelor in Management and Technology (2020 Study Plan) (Plan: 393 - Estudio: 351)

Coordinating teacher: MELNYK , VOLODYMYR

Department assigned to the subject: Business Administration Department

Type: Electives

ECTS Credits: 6.0 ECTS

Course:

Semester:

Description of contents: programme

1. Introduction to digital marketing communication. 2. Instruments and ecosystem of Integrated Marketing Communication 3. Digital Creativity 4. How Communication and Advertising Works 5. Media Planning 6. Branded Content 7. Management and monitoring of digital communication 8. Storytelling

Assessment System

SE1. FINAL EXAM. In which the knowledge and  the skills a acquired throughout the course will be the global grading.
SE2. CONTINUOUS ASSESSMENT. In it, the works, presentations, performance in debates, class presentations, exercises, practices and homework  throughout the course will be evaluated

% end-of-term-examination 30
% of continuous assessment (assigments, laboratory, practicals...) 70

Basic Bibliography

Dawn McGruer. Dynamic Digital Marketing: Master the World of Online and Social Media Marketing to Grow Your Business. Wiley. 2019
Jackson McDonald. Google Ads (AdWords) Workbook: Advertising on Google Ads, YouTube, & the Display Network (2020 Edition) (English Edition). JM internet Group . 2020
Tracy L. Tuten - Michael R. Solomon. Social Media Marketing 3rd ed.. Sage. 2018

Additional Bibliography

Jason McDonald Ph.D. . Google Ads (AdWords) Workbook: Advertising on Google Ads, YouTube, & the Display Network (2020 Edition) (English Edition). JM Internet Group. 2020

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