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Digital Marketing
Scholar Year: 2023/2024 - 1S
Courses
Teaching language
English
Intended learning outcomes (Knowledges, skills and competencies to be developed by the students)
This course aims to provide technical and scientific knowledge in order students to be able to exploit the potential of digital technologies in the marketing field, focusing on the internet.
The course is focused on the development of the following specific outcomes (knowledge and skills):
• Knowing the opportunities, challenges, and risks associated with digital marketing
• Understanding and applying specific internet marketing methods and techniques for strategic formulation and consequent implementation of actions.
Students will improve other important personal soft skills:
• Individual, interpersonal, and group effectiveness
• Problem-solving and decision making
• Analysis of different data sources
• Working individually and in a team
Syllabus
1. INTRODUCTION TO DIGITAL MARKETING
1.1. Concept and characteristics of digital technologies
1.2. Evolution and trends in digital technologies
2. DIGITAL MARKETING SPECIFICITIES
2.1. Implications of the Internet in marketing processes and marketing mix
2.2. Trends, difficulties and challenges
3. DiGITAL MARKETING MANAGEMENT
3.1. Strategy formulation on digital marketing
3.2. Digital marketing operations
3.2.1 Search Engine Optimization
3.2.2 Socialmedia marketing
3.2.3 Search engine advertising
Demonstration of the syllabus coherence with the UC intended learning outcomes
Initially, the course presents the main aspects of digital marketing (from 1.1. to 2.2), providing an understanding of the fundamental concepts for managing marketing activities on the internet. This should get the students to know the concepts, opportunities, challenges, and risks associated with digital marketing. After that, the students will be prepared to study, discuss and work on the decisions, problems, and actions related to the strategy definition (3.1) and practical implementation (3.2). This will give students 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
Under a normal situation (not a pandemic), the classes will use a mixed method with an exposition/lecture component. The practical exercises are performed on a computer, and there will be case studies to be discussed. The classes are supported through the Moodle b-learning online platform.
Demonstration of the teaching methodologies coherence with the curricular unit's intended learning outcomes
The teaching and learning methodologies defined will foster an active learning process, stimulating research, participation, and practical application on the syllabus.
It also encourages 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.
Assessment methodologies and evidences
At the start of the semester, each student must choose between "Continuous assessment" or "Final Exam".
If the student chooses "Continuous assessment", but is not approved/passed, he/she can attend the "Rescue Exam".
If the student chooses the "Final Exam" but is not approved/passed, he/she can also attend the "Rescue Exam".
Continuous Assessment
- The final grade is between 0 and 20. The student will pass if the grade is >=10
- The assessment includes several elements/evidence during the semester:
* Final Grade = 30% Test + 30% Simulation reports + 30% practical application in a company + 10% Class interventions (discussions, cases)
* Each student has two possibilities for the Test. Must choose only one option:
i) take the Google Digital Garage course and its test: grade=12
ii) or take a traditional test in the classes: grade between 0 and 20
Final Exam
- The final grade is between 0 and 20. The student will be approved/passed if the grade is >=10
- Final grade = 100% individual written exam
Rescue Exam
- The final grade is between 0 and 20. The student will be approved/passed if the grade is >=10
- Final grade = 100% individual written exam
Attendance system
Continuous assessment: no minimum level of attendance is required
Final exam: no minimum level of attendance is required
Rescue examine: no minimum level of attendance is required
Bibliography
Main
- Roberts, Mary & Zahay, Debra; Internet Marketing: Integrating Online and Offline Strategies, Cengage Learning, 2012
- Chaffey, Dave; Ellis-Chadwick, Fiona; Digital Marketing - Strategy, Implementation and Practice; 6ed; Prentice Hall, 2016
Secondary
- Bodnar, K; Cohen, J; The B2B social media book : become a marketing superstar; John Wiley & Sons; 2012 (ISBN/ISSN: ISBN 978-1-118-16776-2)
- Chaffey, D; Smith, P; Digital marketing excellence: planning, optimizing and integrating online marketing, 5ed; Routledge, 2017 (ISBN/ISSN: ISBN 978-1-138-19170-9)
- Chaffey, Dave & Ellis-Chadwick, Fiona (2019). Digital Marketing. 7th Edition. Pearson.
- Chaffey, Dave; Digital Business & E-Commerce Management, 6th ed. Strategy Implementation & Practice, 6ed; Trans-Atlantic Publications; 2014
- Gildner, Gil & Gildner, Anya (2019). Becoming A Digital Marketer: Gaining the Hard & Soft Skills for a Tech-Driven Marketing Career. Baltika Press.
- Google (2015) YouTube Creator Playbook for Brands. Google
- Hanlon, Annmarie (2022). Digital Marketing: Strategic Planning & Integration. Second Edition. SAGE Publications Ltd.
- Kaufman, Ira & Horton, Chris; Digital Marketing: integrating strategy and tactics with values, Routledge, 2015
- Kingsnorth, Simon (2022). Digital Marketing Strategy: An Integrated Approach to Online Marketing. 3rd Editions. Kogan Page.
- Smith, PR & Zook, Ze (2019). Marketing Communications: Integrating Online and Offline, Customer Engagement and Digital Technologies. 7th Edition. Kogan Page.
- WSI (2013) Digital Minds: 12 Things Every Business Needs to Know About Digital Marketing, WSI, Friesen Press, ISBN: ISBN 1460230205
- Westerman, G; Bonnet, D; McAfee, A; Leading digital: turning technology into business transformation; Harvard Business Review Publishing, 2014 (9ISBN/ISSN: ISBN 978-1-62527-247-8)
In Portuguese
- Afonso, Carolina; Monteiro, David; Amaral, Inês; Neto, João & Remondes, Jorge (2016) Marketing Digital & eCommerce, Psicosoma, ISBN: 9789728994723
- Borges, Letícia & Afonso, Carolina; Social Target - Da estratégia à implementação. Como tirar partido das redes sociais e potenciar o seu negócio, Topbooks Almedina, 2013
- 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)
- Gouveia, Marco (2022). Marketing Digital: o guia completo. Ideias de Ler.
- Marques, Vasco; Marketing Digital 360, Atual Editora, 2014
- Marques, Vasco; Redes Sociais 360, Atual Editora, 2016
- Marques, Vasco; Video Marketing 360, Atual Editora, 2016
Observations
Lecturer and Head: Karla Menezes - office B2.05
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