Digital Marketing - 2nd semester
To understand the concepts of digital marketing and datadriven
To be able to relate digital marketing with business and marketing strategies and goals;
To understand how are companies using it (and doing it right or wrong);
To identify which channels should be used for what purpose;
To be able to describe the fundamentals of a digital campaign and identify tools and techniques for it.
Guilherme Martins Victorino (NOVA IMS), João Francisco Ribeiro da Silva Martins (NOVA IMS)
Weekly - 3 letivas + 1 tutorial
Total - Available soon
Godin, S. (1999) Permission marketing Turning Strangers Into Friends And Friends Into Customers. New York: Simon & Schuster. Berger, J. (2013) Contagious: Why things catch on. New York: Simon & Schuster.
Blanchard, O. (2011) Social media ROI.Boston: Pearson Education.
Jeff Rohrs (2013) Audience: Marketing in the age of subscribers, fans, and followers. Hoboken: Wiley.
Rogers, D. L. The network is your customer: five strategies to thrive in a digital age. New Haven:Yale University Press, 2011
Jeffery,M. (2010) Datadriven marketing: the 15 metrics everyone in marketing should know.Hoboken: Wiley.
Lectures and class discussions (students are expected to actively participate in the discussions); Presentation of case studies and its analysis in class;
Teamwork seminar (group paper projects) with presentations; Final test.
Assessment methods:Class assignments (case studies) 20%; digital marketing project with presentations 40%; test 40%.
INTRODUCTION: Digital and data-driven marketing
Consumers - understanding the new consumer
Company - view Chief Marketing Officer meets Chief Technology Officer
Content - the core of world class digital strategies
Owned media - the companys assets (website, enews, mobile...)
Earned media - how companies are using and monitoring social platforms
Paid media - still relevant in the marketing mix
GOVERNANCE MANAGING DIGITAL MARKETING
Managing digital projects: budgets, dashboards and templates Campaign planning
Marketing Return On Investment Goals and metrics for digital marketing
Social interaction modelling: online vs offline consumer behavior
Programs where the course is taught: