Teaching plan for the course unit

 

 

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On 3 April 2020 and in agreement with the President of the Government of Catalonia, the Catalan Minister of Business and Knowledge and the rectors of the other Catalan universities, the Rector of the Universitat de Barcelona decided to suspend all second-semester face-to-face teaching activities until the end of the academic year. For this reason, our university's teaching staff may need to make certain changes to the course plans of the subjects they teach, so that they can teach subjects online. When and where such changes are made, they will be explained in a new appendix attached to the end of the original course plan.



General information

 

Course unit name: Digital Business Management: Information Systems, Big Data and E-Commerce

Course unit code: 573230

Academic year: 2019-2020

Coordinator: Ramon Montanera Mateu

Department: Department of Business

Credits: 2,5

Single program: S

 

 

Estimated learning time

Total number of hours 62.5

 

Face-to-face and/or online activities

22.5

 

-  Lecture with practical component

Face-to-face

 

21

 

-  Other class types

Face-to-face

 

1.5

Supervised project

20

Independent learning

20

 

 

Recommendations

 

Students are recommended to be able to read and understand English.

 

 

Competences to be gained during study

 

Basic and general competences

Knowledge forming the basis of original thinking in the development or application of ideas, typically in a research context.

Capacity to apply the acquired knowledge to problem-solving in new or relatively unknown environments within broader (or multidisciplinary) contexts related to the field of study.


Specific competences

Capacity to apply the main concepts and management tools to resolve advanced problems and business situations related to the strategic, financial, commercial, operational and logistics management of international companies.

Capacity to adopt a strategic, integrated approach to business problems and ability to address them effectively at an international level.

 

 

 

 

Learning objectives

 

Referring to knowledge

The main objective is to understand how digital marketing can help a company to:

— Get a higher presence on the internet, being able to understand the concepts related to digital marketing strategy, that is, to establish the analysis of e-commerce.
— Establish mechanisms of design, coordination and control of the international strategy of the company based on the analysis of business intelligence.
— Apply a commercial strategy for each international market through practical cases based on the analysis of big data as a key for innovation.
— Know how to use the metrics to evaluate how to approach customers.

 

 

Teaching blocks

 

1. Teaching units

*  1. Introduction

1.1. Introduction to the digital ecosystem
1.2. Fundamentals of digital marketing

2. Inbound

2.1. Social networks
2.2. SEO

3. Outbound

3.1. SEM
3.2. Display advertising

4. Market intelligence

4.1. Web analytics
4.2. CRM (big data and customer segmentation)

5. Usability

6. Mobile marketing

7. Marketing plan

 

 

Teaching methods and general organization

 

The sessions are designed to follow a mixed methodology, combining the introduction of concepts by the lecturer and the students’ active participation. A forum is also created to debate and discuss digital marketing strategy.

 

 

Official assessment of learning outcomes

 

Students are recommended to follow the continuous assessment procedure. 

Students following this option are those who attend class regularly. The final grade is based on:

— Participation in class: class attendance, participating in discussions and solving exercises. This part is worth 10% of the final grade.

— Presentation and discussion of the marketing plan: this part is worth 45% of the final grade.

— Exam: each student should sit a test to assess the proper acquisition of the main concepts of the subject. It consists of multiple-choice questions.

Students pass this subject if their final grade is equal to or higher than 5 out of 10.

Repeat assessment

Any student achieving a final grade below 5 out of 10 has to take another exam. This part is worth 100% of the final grade.

 

Examination-based assessment

Students who do not attend class regularly are entered for this procedure.

Single assessment consists of the submission of a multiple-choice test. This part is worth 100% of the final grade.

Students pass this subject if their final grade is equal to or higher than 5 out of 10.

Repeat assessment

Any student achieving a final grade below 5 out of 10 has to take another exam. This part is worth 100% of the final grade.

 

 

Reading and study resources

Consulteu la disponibilitat a CERCABIB

Book

Dodson, I (2016), The Art of Digital Marketing: The Definitive Guide to Creating Strategic, Targeted, and Measurable Online Campaigns, Wiley

 

 

ADAPTATION OF THE COURSE PLAN TO ONLINE TEACHING MODE FOR THE REMAINDER OF THE ACADEMIC YEAR 2019-2020, IN RESPONSE TO THE COVID-19 CRISIS

 

ADDENDUM TO THE COURSE PLAN, SECOND SEMESTER, ACADEMIC YEAR 2019-2020
SUBJECT*: DIGITAL BUSINESS MANAGEMENT


Studies: Master in International Business

Coordinator: Ramon Montanera

*This document only applies to the subject during the second semester of the academic year 2019-2020.


 

In response for the suspension of second-semester face-to-face activities for the academic year 2019-2020 due to the COVID-19 health crisis, and given the need to adapt the methodology and assessment methods to the new scenario, this addendum modifies the following sections of the original course plan.

 

Methodology and alternative learning activities:

· Sessions on BB Collaborate or Skype

 


Assessment of learning outcomes:

CONTINUOUS ASSESSMENT

· Students who take the continuous assessment option will be assessed on the basis of the following activities, weighted as shown: 
  • Marketing plan (deadline: 15 April):  45% of the final grade.
  • Online test (15 April): 55% of the final grade. This will be a multiple-choice test on the class content presented by the teacher and the slides posted on the Virtual Campus.
  • Participation in class: up to one additional point (additional 10% of the final grade) can be earned by attending class on a regular basis, participating in discussions and solving exercises.


Students must achieve a final grade of 5 out of 10 or higher to pass the subject.  

 

SINGLE ASSESSMENT
  • Online test (15 April): 100% of the final grade. This will be a multiple-choice test on the class content presented by the teacher and the slides posted on the Virtual Campus.  
  • Participation in class: up to one additional point (additional 10% of the final grade) can be earned by attending class on a regular basis, participating in discussions and solving exercises.


 

REPEAT ASSESSMENT
  • Online test (29 April): 100% of the final grade. This will be a multiple-choice test on the class content presented by the teacher and the slides posted on the Virtual Campus.


 


Reading and study resources:
  • SEO: Tools for keyword research:
  • Inbound: One of the main platforms for inbound strategy is HubSpot. They lead the definition of Buyer Persona. The HubSpot Academy provides learning materials about the tool and offers the chance for certification (free). Recommended courses include:
  • SEM: the main tool is Google Ads, if you would like to grow your skills using Google Ads to advertise your business online, and to get Google Ads certified, visit this link.
  • Google Analytics: if you are interested in a platform for web analytics, the main one is Google Analytics, if you would like to grow your skills using Google Analytics, and Google certified, visit this link.


 

Barcelona, 16 April 2020