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  4. Digital Marketing - 2nd semester

Digital Marketing - 2nd semester

Objectives

To understand the concepts of digital marketing and datadriven
marketing;
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.

General characterization

Code

722051436

Credits

6

Responsible teacher

Guilherme Martins Victorino (NOVA IMS), João Francisco Ribeiro da Silva Martins (NOVA IMS)

Hours

Weekly - 3 letivas + 1 tutorial

Total - Available soon

Teaching language

Prerequisites

n.a.

Bibliography

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.

Teaching method

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.

Evaluation method

Assessment methods:Class assignments (case studies) ­ 20%; digital marketing project with presentations ­ 40%; test ­ 40%.

Subject matter

INTRODUCTION: Digital and data­-driven marketing
CONTEXT
Consumers -­ understanding the new consumer
Company - view ­ Chief Marketing Officer meets Chief Technology Officer
Content ­- the core of world class digital strategies

MEDIA STRATEGY
Owned media ­- the company’s 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

FUTURE
Marketing Return On Investment Goals and metrics for digital marketing
Social interaction modelling: online vs offline consumer behavior

Programs

Programs where the course is taught: