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Learning outcomes |
The “Digital Marketing Strategy” course provides students with the tools, mindset, and trends necessary to make decisions about digital marketing strategies and tactics. It covers digital marketing tactics, including how to position a product or service for success, acquire and engage customers, and measure short-term campaign performance and long-term customer value. The course also covers short-term campaign performance and long-term customer value. 1. Describe and distinguish between the three methods of customer acquisition: paid, owned, and earned. 2. Explain why it is essential for companies not only to acquire new customers but also to retain existing ones. 3. Understand and describe how to measure the success of digital marketing campaigns. 4. Develop a Digital Marketing Plan in line with current trends.
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Main Bibliography |
- Ascensão, C. P. (2011). Google Marketing- A mais poderosa arma para atingir os seus clientes. Lisboa: Edições Sílabo.
- Barker, M., Barker, D. I., Bormann, N. F., Neher, K. E. (2012). Social Media Marketing: A Strategic Approach 1st Edition. South-Western College. ISBN 978-0538480871.
- Carrera, F. (2009). Marketing Digital na versão 2.0-O que não pode ignorar. Lisboa: Edições Sílabo.
- Fill, C.; Hughes, G. & De Francesco, S. (2013). Advertising: strategy, creativity and media. 1.st Ed., United kingdom: Pearson Education Limited.
- Looy, Amy Van (2016). Social Media Management: Technologies and Strategies for Creating Business Value. Springer
- Moriarty, S.; Mitchell, N.; Wood, C. & Wells, W. (2019). Advertising & IMC: Principles and Practice, Global Edition. 11.th Ed., United kingdom: Pearson Education Limited.
- Lendevrie, J. et al. (2010). Publicitor: Comunicação 360º Online e Offline. (7ª Ed.). Alfragide: Publicações D. Quixote.
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