Digital Communications (2235.YR.014121.1)

General information

Type:	OPT	Curs:	1,3,4	Period:	S semester
ECTS Credits:	2 ECTS

Teaching Staff:

Group	Teacher	Department	Language
Year 1	Ana Maria Varela Otero	Marketing	ENG

Group	Teacher	Department	Language
Year 3	Ana Maria Varela Otero	Marketing	ENG

Group	Teacher	Department	Language
Year 4	Ana Maria Varela Otero	Marketing	ENG

Course: Digital is the New Black: How to Succeed in Brand Communication Today in a Connected
World, Brands Must be Always-On Introduction
The marketing paradigm has transformed with the rise and consolidation of digital technologies.
This course will teach you about this shift and how it has altered the way brands communicate
with their audiences.
Companies today exist in a fast-paced information cycle and face the constant proliferation of
social media channels, the growing power of connected customers, and an explosion of new
digital tools that provide an unprecedented and complex ecosystem.
To succeed, marketers must be able to plan, implement, and measure the impact of digital
strategies that are suited to today's customers and integrated with both traditional and
innovative marketing and business goals.
Digital is the New Black aims to help students understand the complexities and the
opportunities of this new normal, and to examine how success in the digital space implies
managing a continuously changing balance between the Strategic, Creative, Technological and
Analytical elements that support an effective Communication Strategy.

Objectives
1. Develop the capacity to analyze a strategic challenge in the context of Brand and
Communication to identify an opportunity
2. Evaluate the internal and external situation to formulate an effective digital strategy
3. Implement communication solutions related to Awareness, Engagement, Activation,
Execution and Evaluation

1. Mass media/Consumer/Organic Networks/Social Listening

2. Brand building/Natural trends/stakeholders/integration/POS

3. Omnichannel/Brand Experience/Touchpoint/Digital Leadership

4. Crisis Management/Institutional Comms/Consumer Generated Content

5. Celebrity Sponsorship/Brands with Purpose/Opinion/Brand Engahement/ Polarizing Opinions

6. Digital Native Brands/Cult Brand/Community & Conversation/R&D Cocreation

Methodology
With exposure to 6 iconic brand case studies in different industries, students will familiarize
themselves with Digital Best Practices, using a Brand Planning framework to analyze strategic
brand challenges, communication opportunities and digital processes to achieve their course
learnings.
Each session will be designed and delivered using:
- Theory
- Brand Case Study
- Groupwork with practical exercise
- Group Presentation of results

Group	Teacher	Department
Year 1	Ana Maria Varela Otero	Marketing

Group	Teacher	Department
Year 3	Ana Maria Varela Otero	Marketing

Group	Teacher	Department
Year 4	Ana Maria Varela Otero	Marketing