| Code |
17803
|
| Year |
1
|
| Semester |
S1
|
| ECTS Credits |
6
|
| Workload |
TP(30H)
|
| Scientific area |
Marketing
|
|
Entry requirements |
NA
|
|
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.
|
|
Syllabus |
1) Marketing in the Digital Age;
2) Developing a Digital Marketing Plan;
3) Acquiring Customers: Part I – Paid Media;
4) Acquiring Customers: Part II – Owned Media and Earned Media;
5) Engaging Customers;
6) Allocating Budgets and Measuring Results
|
|
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.
|
|
Teaching Methodologies and Assessment Criteria |
Individual Project/Practical Exercises (40%)
In this project, students will have to develop a scientific article, researching and explaining the topic of Digital Marketing Strategy. The assessment will include the results of practical exercises related to the subject taught and the learning resulting from the practical classes. The exercises will be carried out in an appropriate format/platform.
Group Project (60%)
In this project, students are required to form groups of no more than 3 students. Groups must be formed in the first session and choose a theme for the group project before the second session. Each group is required to select a real company, a real place, activity, cause, or theme to prepare and implement a Digital Marketing Strategy plan. Students must present the Online Marketing plan, specifically focused on DMS, to the class, including the specific objectives and goals they hope to achieve.
|
|
Language |
Portuguese. Tutorial support is available in English.
|