Internet Marketing

Scholar Year: 2016/2017 - 2S

Courses

Head Teacher Responsability Paulo Duarte Valente Almeida da Silveira Head

Weekly workload Hours/week T TP P PL L TC E OT OT/PL TPL O S Type of classes 2 Lectures Type Teacher Classes Hours Theoretical-practical Totals 1 2,00

Teaching language

Portuguese

Intended learning outcomes (Knowledges, skills and competencies to be developed by the students)

Main objectives:
• Discuss the implications that internet/digital technologies have on marketing management
• Explore technical and scientific knowledge about the internet possibilities on marketing management activities
• Master methods and techniques to integrate the internet implications on marketing management

Specific instrumental skills:
• Learning and search of new techniques, autonomously, applied to the internet capabilities
• Develop strategies to address the Internet in marketing management activities
• Implement components of the outlined strategies

Interpersonal and systemic skills:
• Research and analyze information, write, present and defend ideas from various audiences, using different instruments
• Contribute in a creative and innovative perspective to the development of business initiatives
• Ability to constructively criticize, draw conclusions and make recommendations on strategic and operational issues
• Decision-making in complex and changing environments

Syllabus

1. Internet evolution and trends

2. Internet implications and challenges in marketing processes and marketing-mix

3. Internet marketing strategy and ecommerce/business models

4. Online advertising tools

5. Search Engine Optimization (onsite and offsite)

6. Socialmedia marketing

7. Internet video marketing
8. Email marketing

Demonstration of the syllabus coherence with the UC intended learning outcomes

There is a direct correspondence between the objectives of the course and its syllabus, namely:
• Discuss the implications that internet/digital technologies have on marketing management: point 1 of the syllabus (1. Internet evolution and trends)
• Present technical and scientific knowledge about the internet possibilities on marketing management activities: point 2 of the syllabus (2. Internet implications and challenges in marketing processes and marketing-mix)
• Present methods and techniques to integrate the internet implications on marketing management: points 3 to 8 of the syllabus (3. Internet marketing strategy and ecommerce/business models | 4. Online advertising tools | 5. Search Engine Optimization (onsite and offsite | 6. Socialmedia marketing)

Teaching methodologies

In the lectures we use the lecture method for teaching, seeking to also encourage the active participation of students. Several business examples are also used in lectures, as well as the sharing of student’s professional experiences.
Practical classes introduce and discuss case studies, using information technologies software (e.g. Google Adwords).
The course and classes are supported by Moodle online platform.

Demonstration of the teaching methodologies coherence with the curricular unit's intended learning outcomes

This course uses methodologies that foster the relationship between teacher and student, namely the stimulation of student’s participation and interactive laboratory classes and discussion.
An applied vision is carried out through the exercises/cases performed during the classes, examples in lectures and conducting a final practical group report.
It is also encouraged the research/discovery through concrete business situations and a project designed from scratch by students (group work report). The existence of a group public presentation fosters their presentation skills, reasoning and teamwork.

Assessment methodologies and evidences

The assessment includes:
- Group work: composed of a report, presented and discussed, weighting 40% in the final classification and minimum grade of 10 values. The report grade is the same for the whole group, but the presentation and discussion are individual.
- Two individual papers: each paper/report will have a weighting of 30% in the final classification and a minimum grade of 10 values.

Final grade: 40% Gw + 30% Iw1 + 30% Iw2

Obs:
- the assessment system is the same in all epochs (normal, resource and special epoch)
- the classification of group work and individual work is used from precedent evaluation periods

Attendance system

Not mandatory.

Assement and Attendance registers

Bibliography

Principal - Geral
• 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
Principal - Redes Sociais
• 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

Complementar
- 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
- Google (2015) YouTube Creator Playbook for Brands. Google
- 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

Bibliografia Adicional:
- 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