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Digital Marketing 2016/2017

  • 3 ECTS
  • Taught in Portuguese
  • Continuous Assessment

Objectives

This class objectives are the theoretical and strategic knowledge about brand communication and managing in the digital environment.
Students should be able to understand how does the online works and the relationship in between users and brands; be able to create new business developing strategies based on digital economy, plan a digital marketing campaign, describe brand identity defining its marketing positioning and choose the right tools to
develop the best online branding strategies.
In the end students will be able to develop a digital marketing strategic project.

Recommended Prerequisites

None.

Teaching Metodology

The teaching method is designed to provide students the required knowledge that allows them to produce a digital marketing plan.
This subject is divided in theoretical and practical sessions.
Progression evaluation is a continuous method based on:
- Several practical works during the course;
- Final project presentation and defense;
- Final exam.

Body of Work

1. Digital marketing: introduction and concepts
2. Marketing Planning
3. Online Consumer
4. Brand and Digital Branding
5. Mobile Marketing
6. E-commerce e Social Commerce
7. Search Engine Marketing
8. Content Marketing
9. Social Media and Digital Platforms

Recommended Bibliography

Marques, V. (2014). Marketing digital 360. Actual Editora
Marques, V. (2016). Redes Sociais 360: Como Comunicar Online. Actual Editora
Conrado, A. (2012). Os 8 P’s do Marketing Digital. Texto Editores
Kotler, P. (2011). Marketing 3.0. Actual Editora
Dionisio, P. (2009). B-Mercator: Blended Marketing. Dom Quixote
Anderson, C. (2007). Cauda Longa. Actual Editora
Qualman, E. (2010). Socialnomics. Editorial Presença

Complementary Bibliography

Anderson, C. (2009). Free o Futuro é Grátis. Actual Editora
Carrera, F. (2009). Marketing Digital na Versão 2.0. Edições Sílabo
Hughs, M. (2006). Buzz Marketing. Actual Editora

Weekly Planning

1.
Digital marketing: introduction and concepts

2.
Marketing Planning

3.
Online Consumer

4.
Brand and Digital Branding: offline

5.
Brand and Digital Branding: online

6.
Ecommerce

7.
Social commerce

8.
Social Media

9.
Digital Platforms

10.
Search Engine Marketing

11.
Content Marketing

12.
Mobile Marketing

13.
Final work - presentation

Demonstration of the syllabus coherence with the curricular unit's objectives

Knowledge about marketing and digital marketing theories, strategies and tools, allows students to brand manage in the online environment using the best options, promoting their brand success. The final work is of particular importance in this process, since it allows students to apply all the knowledge acquired and have a close experience of what could be a real project in the area of digital marketing strategy.

Demonstration of the teaching methodologies coherence with the curricular unit's objectives

The theroyc and practic lessons are to served for reaching the objectives b), c), e).

The analise of practic exemples of cases will allow to reaching the objective a).

The mini reports will allow to reaching the objective d).

relevant generic skillimproved?assessed?
TeamworkYesYes
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