
Digital Strategy
Code: 104901Credits: 6
| Degree programme | Type | Course |
|---|---|---|
| Advertising and Public Relations | OP | 4 |
Contact lecturer
- Name :
- Javier Salla García
- Email :
- xavier.salla@uab.cat
Group languages
You can consult this information at the end of the document.
Prerequisites
The prerequisites of the subject focus on the understanding, conceptualization, planning and execution of the digital strategy in the field of advertising and public relations, which implies knowledge of technologies relevant to the digital strategy. , ability to critically analyze concepts, tools and related materials from conceptualization to leadership, written and oral expression, to the public presentation of projects applied to advertising and public relations.
Objectives
The main objective of the course is the knowledge, analysis and management of the main digital technologies applied to digital advertising strategy and public relations (especially in companies 4.0 and 5.0, the role of advertising and public relations in these realities and the need to design strategies that connect with these new scenarios) through the acquisition of skills in the conceptualization, conception, design, production and execution of digital advertising and public relations strategies for cyberspace and the digital realm.
In this sense, the objectives are specified in:
1. Reflect on the fundamentals of digital strategy in today's society, 4.0 and 5.0.
2. To know the most common digital strategic models in advertising and public relations.
3. Study the parameters of conception and design of digital strategies.
4. Familiarize yourself with the main platforms, resources and tools.
5. Know the dynamics of digital strategy.
6. Assimilate the fundamentals of leadership in digital advertising and public relations strategy.
7. The importance of public speaking in the presentation of digital strategic projects.
8. Know the guidelines for crisis management arising from the implementation of the digital strategy.
9. Implement digital strategy projects.
10. Study good practices, implement a gender perspective, apply inclusion, and analyze industry trends.
Learning outcomes
- CM22 (Plan an advertising strategy while taking stakeholders and social impact into account.) Plan an advertising strategy while taking stakeholders and social impact into account.
- CM23 (Design digital positioning plans that critically takes on board new social and technological trends.) Design digital positioning plans that critically takes on board new social and technological trends.
- KM27 (Recognise the value of brands and audiences as strategic linchpins in the relationship between advertisers and consumers.) Recognise the value of brands and audiences as strategic linchpins in the relationship between advertisers and consumers.
- SM20 (Determine the communication objectives for the design of the most appropriate advertising strategies while considering the needs of brands and audiences.) Determine the communication objectives for the design of the most appropriate advertising strategies while considering the needs of brands and audiences.
- SM22 (Analyse the consumer to determine the most suitable insight for the design of an advertising campaign strategy.) Analyse the consumer to determine the most suitable insight for the design of an advertising campaign strategy.
Contents
1. Reflection on emerging technologies and the impact on the advertising profession and PPRR
Review of the main paradigms of the profession in the current context
Industry and commerce in society 4.0 and 5.0. Advertising references in digital strategy
Approach to emerging technologies affecting advertising and PPRR
Prospective discussion on advertising, rrpp and technology
2. Professional exit and course project
Analysis of the professional projection of the advertiser in a highly technological context
Validation of professional advertising and Rrpp skills in the digital field
Identification of emerging professional profiles due to digitization associated with professional practice
Construction of an own advertising or rrpp project. IP protection
3. Design and creation of a digital positioning plan
Choice of digital environment
Digital marketing and digital strategy
Web analytics applied to advertising and rrpp
4. The consumer and the new digital commerce
The sales process and the digital field
New markets, new positions
Positioning, search engines and content adapted for SEO
5. Active audience and participation. Social media strategy
Adaptability of the advertising message to the distributor of digital content,
Digital audiences and online consumption
Analysis of the requirements of the broadcasting channels
Characteristics of new consumption, feedback and user-generated content
6. Audience measurement systems
Companies and institutions
Accreditation and transparency systems
Impact on the advertising market and PPRR
7. Regulatory framework of the digital market and management of conflicts
Legality and electronic commerce
Processing of personal data
Management of crisis situations in digital strategies
8. Strategic vision in the creation and advertising of digital products
Leadership and management of work teams
Digital innovation as a strategy applied to advertising and Rrpp
Presentation of projects
The detailed calendar with the content for each session will be presented on the first day of class and will also be available on the course’s Virtual Campus, where students will be able to find all the teaching materials deemed appropriate by the faculty, as well as all necessary information for the proper follow-up of the course. In the event of a change in teaching modality due to force majeure as determined by the competent authorities, the faculty will inform students of any changes to the course schedule and teaching methodologies.
In the event of a change in teaching modality for health-related reasons, the faculty will inform students of any changes to the course schedule and teaching methodologies.
The content of this course will be sensitive to aspects related to gender perspective and inclusive language.
Learning activities and methodology
| Title | Hours | ECTS | Learning outcomes |
|---|---|---|---|
| Laboratory | 33 | 1.32 | CM22, CM23, KM27, SM20, SM22 |
| Individual study, readings, exercises | 87 | 3.48 | CM22, CM23, KM27, SM20, SM22 |
| Tutories | 7.5 | 0.3 | CM22, CM23, KM27, SM20, SM22 |
| Master classes | 15 | 0.6 | CM22, CM23, KM27, SM20, SM22 |
The basis of the teaching methodology will be to achieve autonomous learning by the students.
The activities supervised by the faculty, with the constant and active participation of the students, will allow them to acquire the generic and specific competencies set out in the course design, within the Curriculum.
Learning activities (practical classes) play a leading role in the course. Students will attend theoretical classes where concepts will be explained, debates will be held, and materials and cases will be discussed. Dividing the group into practical subgroups will allow for varied and highly detailed work and practice of the proposed exercises.
The virtual campus will be an important tool within the framework of the course.
IMPORTANT: The proposed teaching methodology and assessment may undergo modifications depending on the in-person attendance restrictions imposed by the health authorities.
The teaching methodology of the course integrates the use of inclusive language and the gender perspective in teaching, and reviews possible androcentric biases and hidden gender stereotypes.
Regarding the use of innovative teaching methodologies, the course includes project-based learning, problem-based learning, as well as the partial use of gamified and similar resources.
The course is planned in accordance with the academic calendar so that the teaching contents align with this calendar.
Assessment
Continuous assessment activities
| Title | Weight | Hours | ECTS | Learning outcomes |
|---|---|---|---|---|
| Practices | 30 | 2 | 0.08 | CM22, CM23, KM27, SM20, SM22 |
| course work | 20 | 2 | 0.08 | CM22, CM23, KM27, SM20, SM22 |
| Project | 20 | 1.5 | 0.06 | CM22, CM23, KM27, SM20, SM22 |
| Exam | 30 | 2 | 0.08 | CM22, CM23, KM27, SM20, SM22 |
This course follows continuous assessment and does not provide for single assessment.
The assessment system will have two clearly differentiated parts:
PRACTICAL COMPONENT: 60%.
- 30% project
- 30% continuous assessment assignments
THEORETICAL COMPONENT: 40%.
The course consists of the following assessment activities:
PRACTICAL COMPONENT: 60%
- Project: 30% of the final grade.
- Practical assignments: 30% of the final grade.
THEORETICAL COMPONENT: 40%.
- Exam: 40% of the final grade.
To pass the course, a minimum grade of 5 must be obtained in each activity.
To pass the course, both the practical and theoretical components must be passed (obtaining a grade equivalent to 5 out of 10 in each part).
More than three spelling errors in certain assignments will result in a failing grade for those assignments.
Continuous assessment recovery
Students will be entitled to recover the course if they have been assessed in a set of activities whose weight is equivalent to a minimum of 2/3 of the total course grade.
- The exam, the practicals and project are recoverable. To be eligible to take the recovery assessment, students must have obtained an average grade of 3.5.
- As it is a continuous assessment, all scheduled assessable tests must be taken. (In exceptional cases, and subject to approval by the teaching team, a different assessment system may be designed).
- In case of passing one part and failing the other, the student will receive a failing grade.
- The grade obtained in the theory reassessment will be the final grade for this part.
- The grade obtained in the practical reassessment will be averaged with the grade obtained in the course's practicals.
- Students who wish to improve their grade may also access the reassessment tests (theoretical and practical). The new grade will be the final one for the theoretical part and will be averaged with the rest of the practicals for the practical part.
Second enrollment, students may take a single synthesis test consisting of a theory and practical exam. The course grade will correspond to the grade of the synthesis test.
'Not assessable' consideration:
- Attendance is considered necessary for the individual and group benefit and for an adequate assessment of the student. In case of unjustified absences exceeding 35% of the teaching time, the student cannot be assessed.
- Failure to submit 20% of the assignments requested during in-person sessions.
Plagiarism and irregularities
In the event that the student commits any irregularity that may lead to a significant variation in the grade of an assessment act, this assessment act will be graded with a 0, regardless of any disciplinary process that may be initiated. In the event that multiple irregularities occur in the assessment acts of the same course, the final grade for that course will be 0.
The commission of any irregularity in an assessment act (academic fraud, plagiarism, or misuse of AI, unless this use is expressly authorized in the teaching guide), which may lead to a significant variation in the grade, implies that this act will be graded with a 0. If the teaching guide stipulates that passing the course requires obtaining a minimum grade in this assessment act, or if multiple irregularities occur in the assessment acts of the same course, the final grade for that course is 0. Furthermore, a disciplinary process may be initiated against the student who incurs in any of these irregularities.
Any student suspected of submitting assignments that have been generated by AI, produced by other people, or copied; that include AI-generated content without referencing, or that do not fall within the permitted assumptions, may be asked for previous work or other materials that can demonstrate that it is an original work and the result of their own authorship. They may also be asked to explain or justify their work separately. The faculty may also use AI usage identification systems or carry out such verification tasks as they deem appropriate. If, after the review, it is detected that irregularities have been committed, the work may be graded with a zero and the student may be subject to further disciplinary measures.
Use of AI
In this course, the use of Artificial Intelligence (AI) technologies is permitted as an integral part of the work development, provided that the final result reflects a significant contribution by the student in terms of analysis and personal reflection. Students must clearly identify which parts have been generated with this technology, specify the tools used, and include a critical reflection on how these have influenced the process and the final result of the activity. Lack of transparency in the use of AI will be considered a lack of academic honesty and may result in a penalty on the activity grade, or more severe sanctions in serious cases.
AI tools—such as Microsoft Copilot—may be used to prepare coursework, provided the following instructions are followed for their use to be accepted:
- Obtain instructor consent in accordance with the guidelines provided for each session and assignment.
- Always declare the use of tools like Copilot (or similar) as a source of information or part of the study methodology. Cite the prompts used and the responses obtained in the assignment appendices.
- Always verify the accuracy of the information obtained, particularly regarding potential biases or factual errors.
- Consider the ethical and social implications of the responses obtained, paying attention to potential gender discrimination and issues regarding copyright and data protection.
- In case of doubt, consult the instructor beforehand.
Bibliography
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- Cadoche, Elisabeth; Montarlot, Anne de (2019). El síndrome de la impostora: ¿Por qué las mujeres siguen sin creer en ellas mismas? Ediciones Península
- Chacón, J. P., Marín, D., & Vidal, M. I. (2019). Bibliometría aplicada a la gamificación como estrategia digital de aprendizaje. Revista de Educación a Distancia (RED), 19(60). https://revistas.um.es/red/article/view/386921
- Chavez, Laura Arce (2018). Relaciones públicas como catalizadoras de innovación en la cadena de valor empresarial: programa de prácticas empresariales Universidad Latina de Costa Rica. Revista Internacional de Relaciones Públicas, 8(16), 85-108. Link: https://dialnet.unirioja.es/servlet/articulo?codigo=6872019
- Chiquito, Michelle Varas, Plua, García Plua Juan Carlos., (2020). Gemelos digitales y su evolución en la industria. RECIMUNDO, 4(4), 300-308. Link: https://recimundo.com/index.php/es/article/view/953/1572
- Domínguez, María Castañar. (2021). Formación de líderes en inteligencia emocional y gestión del talento.Editorial Universitas
- Hidalgo, Justo (2017). Idea, Producto y Negocio: Tres pasos en la creación de productos y servicios digitales innovadores. Libros de Cabecera.
- Leiva Aguilera, Javier. Gestión de la reputación on-line. Barcelona: EPI.
- Loucks, J., Macaulay, J., Noronha, A., & Wade, M. (2016). Digital vortex. IMD, Lausanne, Switzerland.
- Manifiesto cluetrain: https://personal.us.es/mbmarquez/textos/cluetrain.pdf
- Matilla Serrano, Kathy (2012). Conceptos fundamentales en la Planificación Estratégica de las Relaciones Públicas. Conceptos fundamentales en la planificación estratégica de las relaciones públicas, 0-0.
- Monserrat Gauchi, Juan; Sabater Quinto, Federico (2017). Planificación estratégica de la comunicación en redes sociales. Barcelona: UOC.
- Oliva Marañón, C., & Gallego Trijueque, S. (2021). Praxis de la innovación educativa a través de YouTube en tiempos de pandemia (No. COMPON-2021-CINAIC-0077). Universidad de Zaragoza, Servicio de Publicaciones.Link: https://zaguan.unizar.es/record/107779/files/077.pdf
- Ortega, Andrés (2019). Sociedad 5.0: el concepto japonés para una sociedad superinteligente. Real Instituto Elcano, 25. Link: https://media.realinstitutoelcano.org/wp-content/uploads/2021/11/ari10-2019-ortega-sociedad-5-0-concepto-japones-sociedad-superinteligente.pdf
- Pallete, Alex (2020). El verdadero liderazgo en un entorno Vuca.¿ Se puede ser líder y no liderar?: Hoy en día está demostrado que el hecho de querer confiar es un instinto optimista del ser humano. Ese deseo de confiar se ve satisfecho cuando alguien percibe que su compañía no solo es competente, sino que además tiene buenas intenciones. Anuncios: Semanario de publicidad y marketing, (1611), 22-24.
- Pecina, Ignacio Somalo (2020). Modelos de negocio digitales: Cómo y por qué las startups baten a las empresas tradicionales. Deusto.
- Perales, K. A. G., Rodríguez, D. G. G., Prince, I. G., & Rebolloso, A. Z. (2023). Importancia de estrategias de marketing digital en redes sociales para el desarrollo empresarial. Ciencia Latina Revista Científica Multidisciplinar, 7(4), 7382-7391.
- Pugimartín, Mariona (2018). 4 casos de reputación online y gestión de crisis. Link: https://aprendiendomkt.com/4-casos-de-reputacion-online-y-gestion-de-crisis/
- Tejedor, Santiago (2019). Herramientas digitales para comunicadores. Link: http://www.gabinetecomunicacionyeducacion.com/sites/default/files/field/publicacion-adjuntos/herramienta
- The New York Times (2017). Guía de uso de redes sociales del New York Times para empleados/as. Link: https://www.nytimes.com/2017/10/13/reader-center/social-media-guidelines.html
- Velázquez Muñiz, José Antonio. (2010). Estrategia digital. Questiones publicitarias, (15), 152-154.Link: https://raco.cat/index.php/questionespublicitarias/article/view/v15-muniz
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NOTE: Throughout the course you will work on your own digital strategy project.
Software
Course groups and languages
The information provided is provisional until November 30. After this date, you will be able to consult the language of each group through this link. To access the information, you will need to enter the course CODE
| Type of teaching | Group | Language | Semester | Shift |
|---|---|---|---|---|
| (TE) Theory | 5 | Catalan | second semester | afternoon |
| (PLAB) Practical laboratories | 51 | Catalan | second semester | afternoon |