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Digital Marketing
Scholar Year: 2018/2019 - 2S
| Code: |
LMKT20872 |
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Acronym: |
MKTD |
| Scientific Fields: |
Marketing |
Courses
| Acronym |
Nº of students |
Study Plan |
Curricular year |
ECTS |
Contact hours |
Total Time |
| LMKT |
47 |
Study Plain |
3º |
4,5 |
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Teaching language
Portuguese
Intended learning outcomes (Knowledges, skills and competencies to be developed by the students)
A. BACKGROUND
Digital technologies have been changing the way the companies can relate to markets and clients, with impacts on processes, strategies and marketing policies. In this context, the course will develop the challenges, opportunities and specificities of digital technologies in marketing management.
B. UNIT SUMMARY CURRICULUM
The course aims to provide technical and scientific knowledge for students to exploit the potential of digital technologies in the field of marketing, focusing on web platforms.
C. CONTRIBUTIONS TO THE DEVELOPMENT OF SKILLS
The course aims to develop specific skills in students, so that they will be able to:
• Know the evolution and scope of digital technologies;
• Understand the impact that digital technologies have in marketing, in particular in segmentation strategies, marketing mix and customer and competition marketing research;
• Design the logic and strategy for organizations address the digital technologies in the field of marketing;
• Operationalize and implement components of this strategy, creating and managing content suited to the specificities of digital and strategy outlined;
• Interpret metrics for evaluation of the strategy and actions performed.
In addition to these specific skills, the course also pretends to:
• Develop the individual, interpersonal and group effectiveness;
• Foster creativity and innovation;
• Develop the skills of oral and written expression (general and technical vocabulary)
D. OBJECTIVES
Aims - helping the students to:
• Know the opportunities, challenges and risks associated with the operation of digital technologies in marketing;
• Understand the integration of online marketing with offline;
• Master the methodologies for the strategic formulation of internet marketing and operation of the respective actions.
E. PARTNERS
This course has as partner / sponspor the company Comon , specialized in digital marketing
Syllabus
1. INTRODUCTION TO DIGITAL MARKETING
1.1. Concept and characteristics of digital technologies
1.2. Evolution and trends in digital technologies
2. SPECIFICATIONS OF INTERNET MARKETING
2.1. Online customer behavior
2.2. Implications of the Internet in marketing processes and marketing mix
2.3. Trends, difficulties and challenges
3. MARKETING MANAGEMENT ON THE INTERNET
3.1. Strategy formulation on internet marketing
3.2. Internet marketing operation
3.2.1 Definition of the online presence
3.2.2 Online traffic generation
3.2.3 Principles of content engaging
3.2.4 Search Engine Optimization
3.2.5 Socialnetwork marketing
3.2.6 Metrics and evaluation of online performance
3.2.7 Online Viral Marketing
Software
Simbound Sense
Demonstration of the syllabus coherence with the UC intended learning outcomes
Initially, the course presents the main aspects related to digital marketing (from 1.1. to 2.3), providing the understanding of the fundamental concepts for managing marketing activities on the internet. This should get the students to knowing the concepts, opportunities, challenges and risks associated with digital marketing.
After that, the students will be prepared to study, discuss and work the decisions, problems and actions related to the strategy definition (3.1) and practical implementation (3.2). This will provide students with the fundamental skills of understanding and applying specific internet marketing management methods and techniques.
The development of the general skills (Individual, interpersonal and group effectiveness; Problem solving and decision making; Reflection and critical analysis;) will be achieved through the teaching methodologies
Teaching methodologies
The teaching and learning methodologies used foster proactivity, practicality and proximity in the educational process, stimulating research, debate and application, around the programmatic contents and the exercises and practical cases that are being addressed.
The classes will use a mixed method with exposition/lecture component, practical exercises in computer and case studies discussion.
The classes are supported with the Moodle platform.
Demonstration of the teaching methodologies coherence with the curricular unit's intended learning outcomes
The teaching and learning methodologies defined foster an active learning process, stimulating research, participation, and practical application on the syllabus,
It is also encouraged the research/discovery through concrete business situations and a project designed from scratch by students (group work report).
The use of the moodle platform is also a mechanism for demonstrating the content and objectives of the course.
The assessment components also seek to involve students in the learning process through individual and group research, teamwork, presentations and problem solving.
Assement and Attendance registers
| Description |
Type |
Tempo (horas) |
End Date |
| Attendance (estimated) |
Classes |
0 |
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Total: |
0 |
Bibliography
Main - General
- Roberts, Mary & Zahay, Debra; (2012); Internet Marketing: Integrating Online and Offline Strategies, Cengage Learning
- Marques, Vasco (2014); Marketing Digital 360, Atual Editora (http://livromarketingdigital.com/360)
- Afonso, Carolina; Monteiro, David; Amaral, Inês; Neto, João & Remondes, Jorge (2016) Marketing Digital & eCommerce, Psicosoma, ISBN: 9789728994723
Main - Socialmedia
- Coutinho, Virgínia (2014); The Social Book - Tudo o que precisa de saber sobre o Facebook, Atual Editora. ISBN: 9789896940706 (http://www.actualeditora.com/node/3?id=24146)
- Borges, Letícia & Afonso, Carolina (2013) Social Target - Da estratégia à implementação. Como tirar partido das redes sociais e potenciar o seu negócio, Topbooks Almedina
Complementary
- Carrera, Filipe (2012); Marketing Digital na Versão 2.0 - O que não pode ignorar, Sílabo
- Ascensão, Carlos (2012) Google Marketing, Sílabo
- Chaffey, Dave; Ellis-Chadwick, Fiona; Johnston, Kevin & Mayer Richard; (2012); Internet Marketing: Strategy, Implementation and Practice, Prentice Hall
- Conrado, Adolpho (2102); Os 8Ps do Marketing Digital - O Guia Estratégico do Marketing Digital, Texto Editora
- Dionísio, Pedro; Rodrigues, Joaquim Vicente; Faria, Hugo; Nunes, Rui & Canhoto, Rogério (2009); B-Mercator, Dom Quixote
- Kaufman, Ira & Horton, Chris (2015); Digital Marketing: integrating strategy and tactics with values, Routledge
- McGovern, Gerry; Norton, Rob; O'Dowd, Catherine (2002) Como escrever para a Web, Centro Atlântico (http://www.centroatl.pt/titulos/si/imagens/comoescreverparaaweb-excerto.pdf)
- Ryan, Damian & Jones, Calvin (2012); Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation, Kogan
- Marques, Vasco (2016); Redes Sociais 360 - Como comunicar online, Atual Editora, ISBN: 9789896941642
- Marques, Vasco (2016); Vídeo Marketing - Conquiste mais audiências online, Atual Editora, ISBN: 9789896941406
- WSI (2013) Digital Minds: 12 Things Every Business Needs to Know About Digital Marketing, WSI, Friesen Press, ISBN: ISBN 1460230205
Aditional:
• Jaffe, Joseph (2005), Life After the 30-Second Spot: Energize Your Brand With a Bold Mix of Alternatives to Traditional Advertising, John Wiley & Sons, ISBN 0471718378
• Parkin, Godfrey (2009), Digital Marketing: Strategies for Online Success, New Holland, ISBN 1847734871
• Watson, Richard (2013) Future vision, Scribe Publications, ISBN 1922070092
• Watson, Richard (2009), Future Files, Nicholas Brealey, ISBN 1857885341
• Watson, Richard (2010), Future Minds, Nicholas Brealey
• Dixon, Patrick (1999), Futurewise, Harpercollins, ISBN 0002740079
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