Digital Marketing & E-Commerce
Objectives
1. Identify the unique features of e-commerce technology, and the major types of e-commerce
2. Describe the key components of e-commerce business models
3. Identify and describe basic digital commerce marketing and advertising strategies and tools
4. Describe the different types of social networks and their business models
5. Understand the major trends in the consumption of media and online content and the key factors affecting the online publishing and entertainment industry
6. Describe the different types of social networks and online communities and their business models
7. Describe the environment in which the online retail sector operates today
General characterization
Code
200196
Credits
7.5
Responsible teacher
Docente a designar
Hours
Weekly - Available soon
Total - Available soon
Teaching language
Portuguese. If there are Erasmus students, classes will be taught in English
Prerequisites
Bibliography
- Laudon, Kenneth; Carol Traver (2018) E-Commer ce (14/E). Pearson.
- Strauss, Judy; Raymond Frost; Alexa Fox (2018) E-Marketing (8/E). R outledge.
- Turban, Efraim; Jon Outland; David King; Jae Kyu Lee; Ting-Pen Liang; Debora h Turban (2018) Electronic Commerce: A Managerial and Social Networks Perspective (9/E). Springer.
Teaching method
Evaluation method
Subject matter
1. Introduction to E-Commerce
2. E-Commerce Business Strategies
3. E-Commerce Marketing and Advertising
4. Social, Mobile and Local Marketing
5. Online Media
6. Online Comm unities
7. E-Commerce Retailing and Services
Programs
Programs where the course is taught:
- Specialization in Information Analysis and Management
- Specialization in Risk Analysis and Management
- Specialization in Knowledge Management and Business Intelligence
- Specialization in Information Systems and Technologies Management
- Specialization in Marketing Intelligence
- Specialization in Marketing Research and CRM
- Specialization in Knowledge Management and Business Intelligence – Working Hours Format
- Specialization in Information Systems and Technologies Management - Working Hours Format
- Specialization in Marketing Intelligence - Working Hours Format
- Post-Graduation in Information Analysis and Management
- Post-Graduation Risk Analysis and Management
- PostGraduate in Data Science for Marketing
- PostGraduate Digital Marketing and Analytics
- Post-Graduation in Knowledge Management and Business Intelligence
- Post-Graduation Information Systems and Technologies Management
- Post-Graduation in Marketing Intelligence
- Post-Graduation Marketing Research e CRM