| Code |
14389
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| Year |
3
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| Semester |
S2
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| ECTS Credits |
6
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| Workload |
PL(60H)
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| Scientific area |
Marketing
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Entry requirements |
n.a
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Learning outcomes |
This course aims to provide students with skills so they can understand the fundamentals of digital marketing, as well as their influence on the organization's global marketing strategy. It intends to make known the tools and strategies of digital marketing and develop skills for the creation of an operational plan for digital marketing. Students should be able to identify online strategies and audiences (consumers and digital social communities and social publishing) and take advantage of online marketing assessment metrics.
This course intends to provide the fundamental knowledge related to digital marketing.
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Syllabus |
1. introduction to digital marketing
2. Online consumer behavior
3. Digital marketing strategies
4. Branding
5. Operationalizing Digital Marketing
5.1 Content marketing
5.2 Website development
5.3. Social Media Marketing
5.4. E-mail Marketing
5.5. Search Engine Marketing
5.6. Online Advertising
5.7. E-commerce
5.8. Metrics
6. Digital marketing plan (practical work)
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Main Bibliography |
Chaffey, D. (2015). Digital business and E-commerce management, (6th ed.). United Kingdom: Pearson.
Chaffey, D., Smith, P. R. (2017). Digital Marketing Excellence – Planning, Optimizing and Integrating Online Marketing (5th Ed.). New York: Routledge.
Charlesworth, A. (2018). Digital Marketing: A Practical Approach. London: Routledge.
Kotler, P. & Keller, K.L. (2013). Administração de Marketing (14 ed.). São Paulo: Pearson.
Kotler, P. ; Kartajaya, H. & Setiawan, I. (2017). Marketing 4.0: Mudança do tradicional para o digital. Lisboa: Actual Editora.
Looy, A.V. (2016). Social Media Management: Technologies and Strategies for Creating Business Value. Switzerland: Springer
Marques, V. (2018). Marketing Digital 360. 2.ª ed., Coimbra: Conjuntura Actual Editora.
Stokes, R. (2018). eMarketing: the essential guide to marketing in a digital world (6th Ed). Cape Town: The Red & Yellow Creative School of Business.
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Teaching Methodologies and Assessment Criteria |
Theoretical-practical classes, using the following methods: interrogative, expositive, and case study.
- Tests 1 and 2 (22,5% each): 45.0%.
- Attendance (if equal to 100%): 5.0% (bonus)
- Group Work: 40.0%
- Participation + Exercises in class: 15.0%
To be evaluated by frequency:
1. Students MUST carry out/deliver all assessment elements.
2. Have a minimum attendance of 60%
3. Minimum grade in each test of 7 values
4. Minimum grade of group work 7 values
5. To be exempt from the exam, students must have a weighted average greater than or equal to 10 values.
Exam
1. Minimum access score:
1.1. Tests – 6 values
1.2. Teamwork – 6 values
2. The assessment by exam consists of the following components (mandatory):
2.1. Digital Marketing Plan (improved teamwork or a new one) – 50% of the grade
2.2. Written test – 50% of the grade
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Language |
Portuguese. Tutorial support is available in English.
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