La formación para la gestión de las redes sociales en los grados de comunicación en España y su adecuación a las competencias demandadas por las organizaciones

Mariché Navío Navarro; Laura González-Díez; Belén Puebla-Martínez

doi:10.31921/doxacom.n26a6

Authors

Mariché Navío Navarro University CEU San Pablo https://orcid.org/0000-0002-3511-4505
Laura González-Díez University CEU San Pablo https://orcid.org/0000-0003-1209-8845
Belén Puebla-Martínez Rey Juan Carlos University, Madrid https://orcid.org/0000-0002-1481-4238

DOI:

https://doi.org/10.31921/doxacom.n26a6

Keywords:

University-industry collaboration, university degree, communication, community manager, social networks

Abstract

The main objective of this research paper is to carry out a detailed analysis of the educational curriculum of social media management in communication degrees at Spanish universities within the framework of the EHEA, as well as to verify whether the curricular content and methodology meet the needs of the labor market linked to different job profiles related to community management. Regarding the research methodology used, three analysis techniques have been selected to achieve the proposed objectives and to verify the hypotheses, and for this reason we have used a methodological triangulation for the study in order to give validity to the results. All of the above has led us to the main conclusion, which is that Spanish universities do not include specific subjects in social networks in a cross-curricular way in their degree programs. Furthermore, we must mention the fact that universities that offer specific subjects related to social networks do not adapt the design of these educational programs to the needs of companies in terms of the content they include and the skills they help their students to develop.

Downloads

Download data is not yet available.

Global Statistics

624 Views	362 Downloads
986 Total

Downloads by format:

PDF (Spanish) 224 PDF 138 EPUB (Spanish) 0 EPUB 0 HTML (Spanish) 0 HTML 0

Author Biographies

Mariché Navío Navarro, University CEU San Pablo

She works on different projects in the online communication and digital marketing sector, combining her teaching and research work with her professional activity. She holds a PhD, completed at CEU San Pablo University, a Master’s Degree in Interactive Marketing & New Media (IEBS Business School), and a degree in Journalism and Audiovisual Communication, as well as a Degree in New Technologies (CEU-San Pablo). As a professor, she teaches different subjects regarding online communication, marketing and digital advertising within the Digital Communication Degree at CEU San Pablo University. In addition, she is a professor of several Master’s Degree programs at this institution and at the Open University of Catalonia. In her business career, she is cofounder and director of startup companies such as Dygeat, Communitools.com and Funadtics.
Laura González-Díez, University CEU San Pablo

Full professor at the University CEU San Pablo of Madrid. PhD in Information Sciences from Complutense University of Madrid (UCM). Director of the Department of Audiovisual Communication and Adver- tising of the Faculty of Humanities and Communication Science (since 2015). Main researcher with the emerging ICOIDI group (Research in Communication through Image and Design). Her research revolves around Digital Communication, the design of periodicals and the typographic evolution of Spanish newspapers and magazines. She has directed 11 doctoral theses related to these topics. In addition, between July 2015 and July 2017 she was Director of SAI-CA (Research Support Services - Audiovisual Centre) at CEU-San Pablo University.
Belén Puebla-Martínez, Rey Juan Carlos University, Madrid

Professor at Rey Juan Carlos University (URJC). PhD in Communication Science for the same University. Belen holds a Degree in Journalism (2005) and Audiovisual Communication (2007) from URJC. She is a specialist in the study of fictional Spanish television, media analysis, especially regarding the press and television, the study of analytical methods of research in social communication, teaching methodologies applied to teacher learning and to the analysis of social network use as a form of communication, as well as other lines of research.

References

Adaime, I.; Binder, I. y Piscitelli, A. (comps.) (2010): El proyecto Facebook y la posuniversidad: sistemas operativos sociales y entornos abiertos de aprendizaje. Madrid: Ariel.

Alonso González, M. (2015): “Las redes sociales como canal de comunicación de las marcas de moda españolas. El caso de Zara, Mango y El Corte Inglés”. Index.comunicación, v. 5, n. 1. http://journals.sfu.ca/indexcomunicacion/index.php/indexcomunicacion/article/view/177 [Consultado el 22/1/2018].

Balandrón, A. J. y Correyero, B. (2010): “La docencia en comunicación en el EEES ante los perfiles profesionales emergen- tes: el caso de los community managers”. En J. Sierra, y F. Cabezuelo (Coords.). Competencias y perfiles profesionales en los estudios de Ciencias de la Comunicación (pp. 206-219). Madrid: Fragua.

Barrios Rubio, A. y Zambrano Ayala, W.R. (2014): “Formación de comunicadores ‘transmedia’ para el público de la generación digital”, Index.comunicación v. 4, n. 1. http://journals.sfu.ca/indexcomunicacion/index.php/indexcomunicacion/ article/view/109 [Consultado el 22/1/2018].

Díaz Barriga, F. (2008): “TIC y competencias docentes del S. xxi. Los desafíos de las TIC para el cambio educativo”. En R. Carneiro, T. Díaz y J. C. Toscano, Organización de Estados Iberoamericanos, Metas educativas 2012: La educación que queremos para la generación de los bicentenarios, (pp. 139-155). Madrid: Fundación Santillana.

Domingo, A. (2016): La profesionalización del Community Manager. Recuperado de http://www.iedge.eu/antonio-domingo-la-profesionalizacion-del-community-manager [Consultado el 09/2/2018].

Elorriaga, A. (2013): El Marketing y las Redes Sociales. La figura del Community Manager en las empresas de la Comunidad Autónoma Vasca y la Comunidad Foral de Navarra (Tesis Doctoral). Universidad del País Vasco/Euskal Herriko Unibertsitatea, Vizcaya.

García Aretio, L. (2007): ¿Web 2.0 vs Web 1.0? Recuperado de http://e-spacio.uned.es/fez/eserv/bibliuned:20094/web2vs1. pdf [Consultado el 09/2/2018].

García Estévez, N. (2012): Redes Sociales en Internet: Implicaciones y consecuencias de las plataformas 2.0 en la sociedad. Madrid: Editorial Universitas.

Herreros Laviña, P. (2013): El poder es de las personas. Madrid: Léeme Libros.

Huijboom, N. et al. (2009): Public Services 2.0: The Impact of Social Computing on Public Services. Luxemburgo: Institute for Prospective Technological Studies, Office for Oficial Publications of the European Communities. Recuperado de http://ftp.jrc.es/EURdoc/JRC54203.pdf [Consultado el 012/3/2018].

IESE Business School (2009): “La evolución del concepto stakeholders en los escritos de Ed Freeman”. Newsletter n. 5 – Otro punto de vista. Recuperado de http://www.iese.edu/es/files/La%20evaluaci%C3%B3n%20del%20concepto%20de%20stakeholders%20seg%C3%BAn%20Freeman_tcm539688.pdf [Consultado el 06/3/2018].

Levine, R.; Locke, C.; Searls, D. y Weinberger, D. (2008): El manifiesto Cluetrain. Barcelona: Deusto.

McCarthy, E. y Brogowicz, A. (1981): Basic marketing. A managerial approach. Homewood, Ill.: R.D. Irwin.

Mejía, J. C. (2014): La guía del Community Manager. Estrategia, táctica y herramientas. Madrid: Ediciones Anaya Multimedia.

Ministerio de Educación, Cultura y Deporte (2003): La Integración del sistema universitario español en el Espacio Europeo De Enseñanza Superior. Documento-Marco. Recuperado de http://www.eees.es/pdf/Documento-Marco_10_Febrero.pdf [Consultado el 06/3/2018].

Ministerio de Industria, Energía y Turismo (2015): Libro Blanco para el diseño de las titulaciones universitarias en el marco de la Economía Digital. Madrid: Cyan, Proyectos y Producciones Editoriales.

Mootee, I. (2007): Web 2.0 and the Marketing New 4Ps. Recuperado de http://idr.is/wen-20-and-the [Consultado el 09/2/2018].

Moreno, M. (2014): El gran libro del Community Manager. Barcelona: Gestión 2000.

O’Reilly, T. (2005): “What is web 2.0”, en: OReilly.com. Disponible en: http://www.oreilly.com/pub/a//web2/archive/what-is-web-20.html [Consultado el 09/2/2018].

Redondo, M. y Rojas, P. (2013): Cómo preparar un plan de Social Media Marketing. Barcelona: Gestión 2000.

Rodríguez Fernández, O. (2013): Curso de Community Manager. Madrid: Anaya Multimedia.

Rué, J. (2007): Enseñar en la Universidad. El EEES como reto para la Educación Superior. Madrid: Narcea Ediciones.

Steinmetz, R. y Wehrle, K. (2005): Peer-to-Peer Systems and Applications. Nueva York: Springer.

Tobar, M. E. (2015): Características del perfil profesional del Community Manager en Guatemala (Trabajo Final de Grado). Universidad Rafael Landívar, Guatemala de la Asunción.

Universia (2013): Ciencias de la Comunicación: cambios que está demandando el mercado laboral para los profesionales de esta área. Recuperado de http://noticias.universia.es/vida-universitaria/noticia/2013/07/17/1036863/ciencias-comunicacion-cambios-esta-demandando-mercado-laboral-profesionales-esta-area.html [Consultado el 06/3/2018].