Marketing Digital

Objectives

The course presents the therory and practice of Digital Marketing and discusses the strategic, organizational and consumer driven impacts of adopting a digital strategy.

General characterization

Code

200083

Credits

7.5

Responsible teacher

Guilherme Hidalgo Barata Martins Victorino

Hours

Weekly - Available soon

Total - Available soon

Teaching language

Portuguese. If there are Erasmus students, classes will be taught in English

Prerequisites

non aplicable

Bibliography

Permission Marketing (Seth Godin); Contagious: Why Things Catch On (Jonah Berger); Social Media ROI (Olivier Blanchard); Audience: Marketing in the Age of Subscribers, Fans, and Followers (Jeff Rohrs); 0

Teaching method

The curricular unit is divided in three types of classes:

Theorical - where the course topics will be presented

Practical - discussion of case studies and application of theorical frameworks

Seminars - with guess speakers from the industry for the discussion of emerging digital marketing topics

Evaluation method

Digital Marketing Projet - Group Project: 40%

EXAM (1st term): 40%

PARTICIPATION AND INCLASS CASES 20%

Exam (2nd term) - 60%

Digital Marketing Projet – 40%

Subject matter

Data Driven Marketing: trend or strategic priority?
Chief Marketing Officer meets Chief Technology Officer
Market Segementation: digital natives vs digital immigrants
Modelling Social Interaction: online and real life customer behavior
Critical skills for marketers of the future
Digital marketing goals and metrics
Social media: best practices and examples
Content marketing: what it is and how to be successful
Paid search and display advertising: results-oriented strategies
Marketing ROI

Programs

Programs where the course is taught: