Syllabus overview (public)

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Programme Master in Management
Academic Year Academic Year 2021/2022
Module/course Code OP30
Delivery location Madrid
Language English
Course type Specialisation
Contact hours 120
ECTS M1 before 2020 16
ECTS M1 from 2020 20
Level 5 (year post baccalaureate)
Semester Spring
Module name Communication & New Media
Field (Discipline) Marketing
Academic Department Marketing


Module/course Summary

Mandatory Courses for the Option

UL14 - Media Planning (15 hours – 2.5 ECTS) Prof.: Niko MUÑOZ

UM16 - Integrated Marketing Communication & Advertising in the Digital Age (30 hours – 5 ECTS) Prof.: Ana MARTIN

UL13 - Creativity in Advertising (15 hours – 2.5 ECTS) Prof.: Javier AGUADO FUENTE

UM17 - Social Media & Mobile Marketing (30 hours - 5 ECTS) Prof.: Ana REYES

MB04 - Brand Management (30 hours - 5 ECTS) Prof.: Vladimir MELNYK

Additional Elective Courses

UL10 - Branded Content (15 hours – 2.5 ECTS) Prof.: Niko MUÑOZ




The course delves into deciding how to develop the ad campaigns, what should be the basic target audiences that are to be reached for such campaigns and how to use different media effectively to spread the intended message across the right touchpoints. Also digs deep into the underlaying technologies that have transformed the way digital ad spacers are traded: demand side platforms; bidding exchanges; data management platforms; supply side platforms; cookies; ad servers; VAST; VPAY and other pieces of software that have moved traditional face-to-face negotiation and agreements of gentlemen in the golf course into something similar to trading stocks in the electronic markets.
The course will also cover a deep view of all different players involved in the value chain of Paid Advertising: Content Producers; Media Owners; Advertising Networks; Technologies, Media Agencies and Advertisers. 


This course focuses on the key stakes, strategic issues and frameworks pertaining to the design and management of "Integrated Marketing Communications campaigns and « full-funnel » programs in the digital age. The « big idea » seems to be alive and well, as the recent Nike « Colin Kaepernick » campaign demonstrates. At the same time, marketers are honing their skills and organizational capabilities to deliver «precision marketing » at scale on every single paid and owned channels, using MarTech and AdTech. This leads to heated (and sometimes biased) debates among experts and practitioners alike, as some experts praise the un-matched effectiveness of idea-driven campaigns whilst others insist on the increments (and efficiencies gains) that can be generated through personalized (and automated) approaches. The main objective of the course is therefore to help students make sense of the role that both « maths » and « magic » play in current Marketing Communications campaigns and programs, and help them design winning approaches.


The word creativity is everywhere. When we read an online newspaper or watch television, it is constantly mentioned. Perhaps it is one of the most appreciated skills today and that makes a difference. We hear about creative cooking, the creativity of a soccer player and of course to apply creativity in the business world.

This module aims to form students in acquiring creative criteria in the everyday evaluation of creativity as a key issue in the advertising business. Participants will have to apply methods, commonly used in the everyday practice of advertising and communication, as if they were working inside advertising agencies and companies. Every creative process will be analyzed and set into practice for real brands. That means everything to do with the generation of strategies and ideas and selection of concepts for campaigns. Attendants will face real problems that creativity will arise when in real situations of communication; and they will have to solve them by themselves, either in teams or individually.


Social media and mobile are key aspects on managing brands’ digital presence nowadays (SmartInsights, 2016). Social media, defined as the “group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of User Generated Content” (Kaplan and Haenlein 2010, p.61), have become a reality. While sites such as Facebook, Twitter, or YouTube have not existed before 2004, they are nowadays not erasable from the media landscape.

Viral marketing can briefly be described as “as electronic Word-of-Mouth in which some form of marketing message related to a company, brand or product is transmitted in an exponentially growing way, often through the use of social media applications” (Kaplan and Haenlein 2011, p. 255). Social media applications are particularly suited for viral marketing as the community-element embedded in them makes it convenient to transmit the marketing message to a large group of people.

Mobile devices and mobile applications offer retailers more than just the opportunity to exploit a new channel to reach customers. Mobile devices offer opportunities to combine information search, phone functionality and interaction while shopping in-store or using a product. A mobile device is a constant companion to the consumer, a gateway to a relationship between the consumer and the retailer, making it an ideal supplementary channel for distance selling and physical retailing (Shankar et al., 2010).

In this course we will discuss the potentials of social media and mobile technologies for companies, analysing how companies can integrate them in their marketing strategy. We will focus in communication aspects to understand how social media should be integrated to enhance brand communication digitally, the role of mobile technologies in bridging offline and online contexts, and how companies should work around micro-moments to understand the consumer journey with mobile technologies.

Course content includes several examples and case studies from a wide range of different industries. Final project will focus in creating and implementing viral marketing campaigns effectively, giving students insights in a real case scenario.

Branding and positioning are the fundamental basis of the success of any company in any sector, whether they are consumer goods, services or the B2B sector. Increasingly, companies are willing to pay large sums of money to acquire or establish brands. At the same time, brands are no longer part of one or a few countries, global brands continue to spread to all corners of the planet. 

The consolidation and internationalization of the distribution channels and the consequent increase in its negotiating power makes the globalization of multinational brands essential. The brand is the key resource in markets aimed at commodities. 

Distribution brands are currently rising brands, with values, in some cases, stronger than manufacturers brands. The consumer sees them as brands, and even their level of preference is above the manufacturers brands for reasons that go beyond the price advantage.


The course aims at developing an understanding on the specificities of Contents. Content marketing, or creating and publishing media rather than “renting” advertising time and space. Contents produced or founded by brands has always existed. Digital technologies, platforms, and channels now enable any brand to function as a media company with very real advantages: building branding, awareness, trust, purchase intent, and word-of-mouth, as well as lowering acquisition costs and increasing engagement with target audiences. Contents are today fueling lots of actions that brands are doing through their paid and owned media; and are the key vehicle for engaging people in earned or shared media. 

Customers are tuning out advertising as they go online to research purchases; interact with brands; and seek out news, entertainment, and inspiration. There are even not paying attention to advertising pieces. Marketers can serve customers and prospects with content through every phase of awareness, branding, intent, conversion, and customer service. Yet, unlike advertising, content initiatives are continual rather than episodic, placing new demands on marketing organizations.

Content marketing requires a shift in mindset, resources, budgets, partners, and strategy. A content strategy is a plan for how a company will use content to fulfill a need, or solve a problem for its customer, while simultaneously helping it achieve a business goal. Branded Content development is tasked with creating, sourcing and curating content. But that is not enough in today’s content-cluttered environment. Thus a content marketing plan will be responsible for delivering that content to the right audience, on the right channel and at the right time, to let the content engage the audience and build brand positioning.