| Competences |
| Type A | Code | Competences Specific |
| A5 | Run a business or other public or private institution and direct or manage any of their functional areas (human resources, administration and finance, sales and marketing, operations). | |
| Type B | Code | Competences Transversal |
| B3 | Critical, logical and creative thinking, and an ability to innovate | |
| Type C | Code | Competences Nuclear |
| C2 | Be advanced users of the information and communication technologies | |
| C4 | Be able to express themselves correctly both orally and in writing in one of the two official languages of the URV |
| Learning outcomes |
| Type A | Code | Learning outcomes |
| A5 |
Understand the effect of the Internet on the Director of Marketing's activities. Learn about the Internet as a tool for establishing relations with clients. Create a website. | |
| Type B | Code | Learning outcomes |
| B3 |
Be aware of the limitations and weak points of their work processes and methods. Analyze the risks and benefits of innovation. | |
| Type C | Code | Learning outcomes |
| C2 |
Use software for off-line communication: word processors, spreadsheets and digital presentations. Use software for on-line communication: interactive tools (web, moodle, blogs, etc.), e-mail, forums, chat rooms, video conferences, collaborative work tools, etc. | |
| C4 |
Produce oral texts that are appropriate to the communicative situation. |
| Contents |
| Topic | Sub-topic |
| TEMA 1. LLOC WEB | Requeriments tecnologics per fer un lloc web Objectius de la web Contingut Seccions Usabilitat Neuromarketing aplicat al contingut de la web |
| TEMA 2. SEO | Funcionament de Google Keywords SEO Local Goolge Search Console |
| TEMA 3. SEM | Anuncis per la xarxa de cerca Xarxa de display Google Shopping Anuncis a Youtube Publicitat xarxes socials |
| TEMA 4. ECOMMERCE | Tecnologia botiga virtual: woocommerce Mitjans de pagament Seguretat a la xarxa Gestió de la comanda. Fulfillment Acceleradors de la venda |
| TEMA 5. ANALÍTICA WEB | Google Analytics Indicadors principals Contextualització de les dades KPI´s en funció dels objectius Analítica de les xarxes socials Dashboard Google Marketing Platform |
| TEMA 6. XARXES SOCIALS | De la Web 1.0 a la Web 2.0 Objectius a les Xarxes Socials Millors pràctiques a Facebook Us de Twitter a l’empresa Instagram empresarial Hootsuit Youtube Influencers |
| TEMA 7. EMAIL MARKETING | Beneficis i inconvenients de l’email Marketing Fases d’una campanya Mailchimp Landingpages |
| TEMA 8. MARKETPLACES, DROPSHIPPING I AFILIACIÓ | El procés de venta a eBay Amazon Services Marketplaces B2B eMarketservices de l’ICEX Dropshipping Marketing d’afiliació |
| Planning |
| Methodologies :: Tests | ||||||||||
| Competences | (*) Class hours |
Hours outside the classroom |
(**) Total hours | |||||||
| Introductory activities |
|
4 | 0 | 4 | ||||||
| Lecture |
|
16 | 54 | 70 | ||||||
| IT-based practicals in computer rooms |
|
28 | 36 | 64 | ||||||
| Personal attention |
|
5 | 0 | 5 | ||||||
| Multiple-choice objective tests |
|
3 | 0 | 3 | ||||||
| Practical tests |
|
4 | 0 | 4 | ||||||
| (*) On e-learning, hours of virtual attendance of the teacher. (**) The information in the planning table is for guidance only and does not take into account the heterogeneity of the students. | ||||||||||
| Methodologies |
| Description | |
| Introductory activities | Per fer entendre el comcepte d'estudi |
| Lecture | Per explicar la teoria que figura en el programa |
| IT-based practicals in computer rooms | Per realitzar un lloc web que estigui plenament operatiu amb els requeriments que determini el professor |
| Personal attention | En el moment que sigui requerida per l'alumne |
| Personalized attention |
| Description |
| Per la pròpia dinàmica de la classe pràctica es dona una atenció personalitzada continuada. |
| Assessment |
| Methodologies | Competences | Description | Weight | ||||
| Multiple-choice objective tests |
|
1r parcial. 2 punts Examen final tot el temari. 3 punts |
50% | ||||
| Practical tests |
|
Lloc web operatiu. 2. punts. La prova té un caràcter integral i és OBLIGATORI. Tota la informació necessària sobre el lloc web es comunicarà amb antelació suficient. Treball a presentar. 2 punts. Sobre la estrategia de lloc web seguint l'index que proporcionarà el professor. |
40% | ||||
| Others | Participació a classe |
10% |
| Other comments and second exam session | |||
|
Segona convocatòria Lloc web obligatori amb els requeriments exigits i a presentar al professor en les dates que es comunicaran. 2 punts Examen de tot el temari. 8 punts |
|||
| Sources of information |
| Basic |
Rodríguez, I. , Marketing.com y comercio electrónico en la sociedad de la información, Pirámide / ESIC , 2008
Strauss, J. y Frost, R, E-marketing , Prentice Hall, 2008 |
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| Complementary | |||||||||
| Recommendations |
(*)The teaching guide is the document in which the URV publishes the information about all its courses. It is a public document and cannot be modified. Only in exceptional cases can it be revised by the competent agent or duly revised so that it is in line with current legislation.