Type A
|
Code |
Competences Specific |
|
Common |
|
AC3 |
Comprendre, analitzar i avaluar l'impacte de les tecnologies de la informació i de la comunicació, així com de les innovacions tecnològiques, en la societat del risc, i la seva relació i aplicació en l’àmbit estratègic en la comunicació política, institucional i corporativa |
|
Professional |
|
AP1 |
Crear i desenvolupar missatges de caràcter persuasiu que siguin eficaços, correctes i atractius per als diferents tipus d'empreses, institucions, organitzacions o partits polítics, així com dominar els conceptes i les tècniques de planificació estratègica de comunicació en entorns canviants |
|
Research |
Type B
|
Code |
Competences Transversal |
|
Common |
|
BC3 |
Critical, logical and creative thinking, and an ability to innovate |
|
BC6 |
Clear and effective communication of information, ideas, problems and solutions in public or a specific technical field |
Type C
|
Code |
Competences Nuclear |
|
Common |
|
CC2 |
Be advanced users of the information and communication technologies |
Objectives |
Competences |
Understanding the dynamics of innovation processes in organizational communication |
AC3
|
BC3
|
|
Understanding the evolution and the characteristics of the Internet as a communication tool |
AC3
|
|
|
Creating effective communication strategies using the Internet |
AC3 AP1
|
|
|
Managing the relationship of organizations with Internet users |
|
BC6
|
CC2
|
Topic |
Sub-topic |
1. Dynamics of innovation processes |
1.1. Sociological principles of technological change
1.2. Innovation management
1.3. Cases in online communication innovation |
2. Internet as a communication tool |
2.1. Evolution and social uses
2.2. Blogging
2.3. Social networks |
3. Managing online presence |
3.1. Corporate vs individual presence
3.2. Producing presence
3.3. Monitoring refences |
4. Managing user participation |
4.1. Virtual communities
4.2. Benefits and risks of user involvement
4.3. Management strategies |
Methodologies :: Tests |
|
Competences |
(*) Class hours |
Hours outside the classroom |
(**) Total hours |
Introductory activities |
|
1 |
0 |
1 |
|
Debates |
|
5 |
10 |
15 |
Laboratory practicals |
|
10 |
10 |
20 |
Assignments |
|
0 |
20 |
20 |
Lecture |
|
10 |
10 |
20 |
|
Personal tuition |
|
5 |
0 |
5 |
|
|
(*) 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 |
Presentation of the course |
Debates |
Based in readings and practical cases, the class will held debates devoted to analyze the main issues of the course. Students will prepare the debates according to the guidelines proposed by the instructor. |
Laboratory practicals |
Several Internet services (blogs, social networks) will be accessed from the computer room in order to analyze their characteristics and implications. |
Assignments |
Students will be asked to develop a project designing the strategy for the digital presence of an organization, according to criteria provided during the course. |
Lecture |
Some of the sessions will be devoted to theoretical and conceptual lectures. |
|
Description |
Personalized attention beyond solving general aspects of the course will be devoted to guiding students in their development of the main assignment: setting up an Internet presence project for an organization |
|
|
Description |
Weight |
Assignments |
The project constitutes the course's main grading activity |
95% |
Others |
La participació en les sessions, especialment en els debats i les pràctiques a l'aula d'informàtica afectaran positivament la nota final. |
5% |
|
Other comments and second exam session |
|
Basic |
Abbate, J., Inventing the Internet, MIT Press, 1999
Celaya, J., La empresa en la web 2.0, Gestión 2000, 2009
Boczkowski, P., Digitalizar las noticias, Manantial, 2006
Lasica, J.D., SocialMedia.biz , Web,
Lasica, J.D., SocialBrite.org, Web,
|
|
Complementary |
|
|
(*)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. |
|