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Digital Marketing
Ano letivo: 2018/2019 - 1S
Cursos
| Nº de semanas letivas: |
15 |
Língua de Ensino
Português
Objetivos de aprendizagem (conhecimentos, aptidões e competências a desenvolver pelos estudantes)
This course aims to provide technical and scientific knowledge fin order to students be able to exploit the potential of digital technologies in the field of marketing, 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 apply 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
Conteúdos programáticos
1. INTRODUCTION TO DIGITAL MARKETING
1.1. Concept and characteristics of digital technologies
1.2. Evolution and trends in digital technologies
2. INTERNET MARKETING SPECIFICITIES
2.1. Implications of the Internet in marketing processes and marketing mix
2.2. Trends, difficulties and challenges
3. MARKETING MANAGEMENT ON THE INTERNET
3.1. Strategy formulation on internet marketing
3.2. Internet marketing operations
3.2.1 Search Engine Optimization
3.2.2 Socialnetwork marketing
3.2.3 Search engine advertising
Demonstração da coerência dos conteúdos programáticos com os objetivos de aprendizagem da UC
Initially, the course presents the main aspects related to digital marketing (from 1.1. to 2.2), 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.
Metodologias de ensino
The classes will use a mixed method with exposition/lecture component. The practical exercises are performed in computer and there will be case studies to be discussed. The classes are supported through the Moodle online platform.
Demonstração da coerência das metodologias de ensino com os objetivos de aprendizagem da UC
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.
Metodologia e provas de avaliação
On the beginning of the semester, each student must choose between "Continuous assessment" or "Final Exam".
If the student chose "Continuous assessment", but did not pass, he/she can attend the "Rescue Exam".
If the student chose "Final Exam", but did not pass, he/she can attend the "Rescue Exam".
Continuous Assessment
- The assessment includes several elements/evidences during the semester
- The final grade is between 0 and 20 points. The student will be approved if the final grade is >=10
- Elements/evidences
* final grade = Google Digital Garage final exam + Simulation report + Participation
* The student must attend each one of these three mandatory elements/evidences
* Google Digital Garage final exam: 4 points
* Simulation report (team/group project): 0 to 8 points
* Participation (oral interventions, exercises/assignments, behavior/manners, attendance): 0 to 8 points
Final Exam
- The final grade is between 0 and 20 points. The student will be passed if this grade is >=10
- Final grade = 100% individual written exam
Rescue Exam
- The final grade is between 0 and 20 points. The student will be passed if this grade is >=10
- Final grade = 100% individual written exam
Regime de assiduidade
Continuous assessment: no minimum level of attendance is required
Final exam: no minimum level of attendance is required
Rescue exame: no minimum level of attendance is required
Observações
Lecturer and Head: Paulo Silveira - office B2.05
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