IDENTIFYING DATA 2011_12
Subject (*) IMPACT AND EVALUATION OF INNOVATION PROCESSES ON THE WEB Code 12725101
Study programme
Politi., Institu. and Corporat. Comm. in environ. of crisis and risk (2010)
 Cycle 2nd
Descriptors Credits Type Year Period
3 Compulsory First Only annual
Language
Anglès
Department Estudis de Comunicació
Coordinator
DOMINGO SANTAMARIA, DAVID
 E-mail david.domingo@urv.cat
Lecturers
DOMINGO SANTAMARIA, DAVID
Web
General description and relevant information This course explores the opportunities and challenges that the Internet poses to internal and external communication in organizations. It frames current trends in online communication (blogging, social networking) within the context of the history of the Internet and the dynamics of innovation in organizations. The course offers theoretical insights and practical strategies to deal with developing an online communication plan, analyzing the implications of decisions and managing the new communication flows developed. The course is taught in English.

Competences
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

Learning aims
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

Contents
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

Planning
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
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.

Personalized attention
 
Assignments
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

Assessment
  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

Sources of information

Basic

Abbate, J. (1999) Inventing the Internet. MIT Press.
Anderson, C (2008) Long Tail, The, Revised and Updated Edition: Why the Future of Business is Selling Less of More. Hyperion.
Boczkowski, P. (2006) Digitalizar las noticias. Manantial.
Borges, B. (2009) Marketing 2.0: Bridging the Gap Between Seller and Buyer Through Social Media Marketing. Wheatmark.
Celaya, J. (2009) La empresa en la web 2.0. Gestión 2000. [Available online]
Comm, J (2010) Twitter Power 2.0: How to Dominate Your Market One Tweet at a Time. John Wiley & Sons.
Halligan, B et al. (2010) Inbound Marketing: Get Found Using Google, Social Media, and Blog. John Wiley & Sons
Jones, K.B. (2008) Search Engine Optimization: Your visual blueprint for effective Internet marketing. Wiley.
Meerman, D. (2010) The New Rules of Marketing and PR: How to Use Social Media, Blogs, News Releases, Online Video, and Viral Marketing to Reach Buyers Directly. Wiley.
Qualman, E (2009) Socialnomics: How Social Media Transforms the Way We Live and Do Business. John Wiley & Sons.
Safko, L et al (2010) The Social Media Bible: Tactics, Tools, and Strategies for Business Success (2nd edition). John Wiley & Sons.
Sanagustín, E. (2010) Blogs y empresas: Tu marca en la blogosfera. Barcelona: UOC.
Singer, Jane B; Hermida, Alfred; Domingo, David; Heinonen, Ari; Paulussen, Steve; Quandt, Thorsten; Reich, Zvi; Vujnovic, Marina (2011) Participatory Journalism: Guarding Open Gates in Online Newspapers. New York: Wiley-Blackwell.
Solis, B. and Breakenridge, D. (2009) Putting the Public Back in Public Relations: How Social Media Is Reinventing the Aging Business of PR. FT Press.

Von Hippel, E. (2005) Democratizing Innovation. MIT Press. [Available online]
Weinberg, T. (2009) The New Community Rules: Marketing on the Social Web. O'Reilly.
Zarrella, D. (2009) The Social Media Marketing Book. O'Reilly.
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.