A range of teaching methodologies will be used: lectures, discussion of practical cases, applied exercises and student presentations.

The methodology will combine the presentation of key concepts with case-based learning, the analysis of real situations in digital and interactive marketing, and practical activities oriented towards decision-making. This approach will enable students to apply the course contents to current business contexts and develop analytical, creative and communication skills.

This subject/module does not provide for the single assessment system.

Annotation: within the schedule set by the centre or degree programme, 15 minutes of one class will be reserved for students to evaluate their lecturers and their courses or modules through questionnaires.

A. General assessment rules for the modules

This module is structured into different parts taught by different lecturers. The final grade of the module consists of the average of the grades obtained in each subject or part that forms the module.

The module is considered passed if:

1- the grade for each part of the module is equal to or higher than 4.5 (on a scale from 0 to 10) and

2- the final grade of the module is equal to or higher than 4.5 (on a scale from 0 to 10)

If the module is not passed, the Master's coordination will offer the student the possibility of reassessing the parts of the module that have not been passed, provided that the grade is equal to or higher than 3.5, according to the assessment of the lecturers of the modules and the coordination. If the student passes the reassessment, the maximum grade obtained in the reassessed part will be 5. The reassessment calendar will be published together with the list of module grades.

The student will receive a grade of Not Assessed if they do not attend at least 80% of the face-to-face classes (attendance will be monitored through a signature sheet) or if they do not complete at least 50% of the continuous assessment activities. Each lecturer will specify in this guide how they will assess the students. If this is not specified in the guide, these assessment rules will be provided in writing on the first day of class.

Specifically, the assessment of the module is based on the following criteria:

• Attendance (20%): This criterion is based on attendance control and participation in the face-to-face sessions corresponding to the four parts (A, B, C and D) that form the module.
• Individual exercises (20%): This criterion is based on the tests or activities proposed by each lecturer in their part (A, B, C or D) in a uniform manner.
• Practical or group exercises (60%): This criterion is based on the tests or activities proposed by each lecturer in their part (A, B, C or D) in a uniform manner.

B. Calendar of assessment activities

The dates of the different assessment activities (partial exams, in-class exercises, submission of assignments, etc.) will be announced sufficiently in advance during the semester.

The date of the final exam of the subject is scheduled in the Faculty examination calendar.

/"The scheduling of assessment activities may not be modified unless there is an exceptional and duly justified reason why an assessment activity cannot take place. In this case, the persons responsible for the degree programmes, after consulting the teaching staff and the affected students, will propose a new schedule within the corresponding teaching period." / Section 1 of Article 115. Calendar of assessment activities (UAB Academic Regulations)

Students of the Faculty of Economics and Business Studies who, in accordance with the previous paragraph, need to change the date of an assessment activity must submit their request by completing the form Solicitud reprogramación prueba at the following link: https://eformularis.uab.cat/group/deganat_feie/solicitud-reprogramacion-de-pruebas

Procedure for reviewing grades

Coinciding with the final exam, the date and means by which the final grades will be published will be announced. Likewise, the procedure, place, date and time for reviewing exams will be communicated in accordance with the University regulations.

Recovery process

/"In order to participate in the recovery process, students must have previously been assessed in a set of activities representing at least two thirds of the total grade of the subject or module."/ Section 3 of Article 112 ter. Recovery (UAB Academic Regulations). Students must have obtained an average grade for the subject between 3.5 and 4.9.

The date of this test will be scheduled in the Faculty examination calendar. The student who takes and passes this test will pass the subject with a grade of 5. Otherwise, the same grade will be maintained.

The completion of assessment activities is subject to the provisions set out in this course guide and in the "Policy of the School of Economics and Business on the Detection of Irregularities during Assessment Activities", which regulates the conditions under which assessment tasks are conducted and the procedures applicable in cases where indications of irregularities are detected. Students are encouraged to consult the policy.

Irregularities in assessment activities

Without prejudice to any other disciplinary measures deemed appropriate, and in accordance with the current academic regulations, /"if the student commits any irregularity that may lead to a significant variation in the grade of an assessment activity, this assessment activity will be graded with a 0, regardless of any disciplinary proceedings that may be initiated. If several irregularities occur in the assessment activities of the same subject, the final grade of this subject will be 0."/ Section 10 of Article 116. Assessment results (UAB Academic Regulations).

Use of Artificial Intelligence (AI) technologies

The use of AI tools is allowed as part of the development of the activity, provided that the final result reflects a significant contribution by the student in terms of analysis, reflection and personal elaboration. The student must specify the tools used and include a critical reflection on their use. Lack of transparency may result in academic penalty.