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Introduction
The purpose of the O-City project is to discover and promote the natural and cultural heritage of our cities, and, at the same time, to stimulate the orange economy injecting technical and professional knowledge in natural and cultural promotion of the cities involved. On the one hand, the promotion of the natural and cultural heritage of the cities will be achieved by creating creative multimedia items (photo, video, comic, animation, podcast, …) of each city and upload them into the O-City World platform. On the other hand, with the aim to develop the creative economy of the cities, different courses have been developed for teachers about the creative multimedia items that will be located into the O-City platform. These courses include resources about how to put into practice the contents with their students. In this way, teachers and students will create new creative multimedia items of their own cities that, after being validated, will be uploaded to the O-City World platform.
Additionally, the development of cultural, soft and business skills is also necessary for new practitioners in the orange economy. For this reason, the O-City training plan consists of the following 4 skill modules:
- Module I. Heritage & Intellectual Property (IP): Basic content related to natural and cultural heritage (definition, classification, importance, etc.) and the protection of intellectual property (definition, categories, methods, etc.)
- Module II. Technical: Basic content needed to develop multimedia elements (photography, video, animation, etc.) on heritage.
- Module III. Business: Basic contents related to business and entrepreneurship skills in the orange economy (creation of business models, digital marketing, etc.)
- Module IV. Soft skills: Contents to stimulate creativity, critical thinking and in general interpersonal skills as a tool to improve professional integration.
The Digital Marketing course is part of Module III. The aim of the course is to provide the teacher with materials and guidelines for transferring knowledge about digital marketing to their students in the classroom. After the lessons suggested in this course, students will apply their knowledge of digital marketing and will be able to make the most of digital marketing channels. The main topics of this course are the basics of digital marketing, each of the channels, analytics, as well as digital marketing strategies. This course should introduce students to the basics of digital marketing and create a broader picture of marketing through digital channels. With this, students will develop their knowledge and skills when it comes to digital marketing and will be able to apply that knowledge to improve the performance of a business on the Internet. Finally, the teacher will transfer the results of the student's work in his classroom to the O-City World platform if they are done in an appropriate way.
Learning objectivesPulsa para colapsar
Learning objectives
1. Use each of the digital marketing channels.
2. Know the basics and how digital marketing works.
3. Use channels in a way that will bring the best possible results to a business.
4. Create effective advertisements on the Internet
5. Read the obtained results in analytics, as well as to know how to use the obtained data.
6. Create a digital marketing strategy.
Europass CertificationPulsa para colapsar
Teacher evaluation to obtain the Europass certificate
This course is available in open format, so teachers have all the resources to implement the project in their classroom.
If teachers are interested in obtaining a certificate, they need to register for one of the editions of the course offered by CFP UPV (Posgraduate Formation Center of Universitat Politècnica de València http://www.cfp.upv.es/ ), which will be announced in our web.
Teachers will be evaluated through tests, which ensure that the contents (T2L) have been assimilated correctly. In this way, teachers can demonstrate the correct understanding of the module materials and obtain the Europass certificate.
You can find more information in: R9.4 Europass Description.pdf
Spanish TraslationPulsa para colapsar
Information on the Spanish translation
O-City has translated this course into Spanish, but not everything has been translated. Basically, the users navigate through an LMS in English where at different points there is content translated into Spanish through PDF documents and subtitled videos.
In the O-City training programme, two types of videos and/or training pills have been developed:
- Videos showing a presentation with background music but without voice-over. In this case the translated information is contained in the course document T4.3, which compiles all the course information.
- Videos where a speaker explains a specific content, the introduction to a course, etc. In these videos, a translation of the original script has been elaborated to appear as subtitles in Spanish.
The following diagram shows the points (in blue) within the structure of a generic O-City course where the translated elements have been inserted.
- Course presentation
- Video (Subtitles): Introduction to the course.
- PDF: document T4.3.
- Type of Educational Materials
- Innovative Learning Methodologies
- Multimedia Technical Requirements
- Course contents
- Topic 1
- Topic 2
- Video (Subtitles): Introduction to the topic
- T2L
- Video (Subtitles): Lesson Presentation
- Video (Subtitles): Pill
- PDF: Lesson Content.
- T2T or S2P
- PDF: Activity Factsheet.
- Topic 3
- How to implement E-Scrum
- Rubrics for Assessment
- Steps to upload the multimedia to O-City World
- Bibliography
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Here you can find all the information about the course: