Guia docente 2023_24 Facultad de Comunicación

Contents

Topic	Sub-topic
1. Advertising and Inbound marketing	1.1. Definition and characteristic of Inbound Marketing 1.2. Functions and profits of the Inbound Marketing 1.3. Definition of strategies and actions 1.4. Tools
2. Definition of contents	2.1. Types of contents 2.2. Characteristics 2.3. Filter contents 2.4. Reuse of contents
3. Elements and phases of the strategy of contents for inbound	3.1. What do we want to achieve? Definition of aims and creation of KPIs 3.2. For who do we create contents? Identification of publics and creation of the buyer person 3.3. Which messages do we create? Creation of contents: messages and guide of style. 3.4. Where do we publish the contents? Delimitation of supports. 3.5 When do we publish the contents? Timing of publishing and frequency.
4. Best practices and cases of success in the creation and distribution of contents.	4.1. Cases of success in the creation of contents 4.2. Cases of success in the distribution of contents