Digital Marketing
Objectives
This course aims to provide students with a broad understanding of digital marketing, more specifically, the process by
which companies deploy promotional tactics over the internet (or other digital media) to communicate with customers
aiming at influencing their behaviour.
A. Knowledge and Understanding
• Digital marketing landscape
• Consumer decision journey
• Customer lifetime value
• Marketing communications
• Virality drivers
B. Subject-Specific Skills
• Comparison of digital marketing tools
• Definition of objectives for digital marketing programs
• Evaluation of the financial impact of digital marketing programs
• Planning, implementation, and analysis of digital marketing programs
• Analysis of viral marketing dynamics
C. General Skills
• Analytical thinking
• Presentation skills
• Group dynamics and teamwork
General characterization
Code
67943
Credits
2
Responsible teacher
António Marinho Dias Torres Neto
Hours
Weekly - Available soon
Total - Available soon
Teaching language
English
Prerequisites
N/A
Bibliography
A. Case Studies
• (Bazaar) Measuring ROI on Sponsored Search Ads. CBS 2017 (CU181).
• The Hunger Games: Catching Fire. Kellogg 2016 (KEL964).
• Squatty Potty: Assessing Digital Marketing Campaign Data. Ivey 2018 (W18005).
B. Notes and Articles
• Holt, Douglas (2016). Branding in the Age of Social Media. HBR (R1603B).
• Edelman, David (2010). Branding in the Digital Age. HBR (R1012C).
• Ofek, Elie (2016). Customer Profitability and Lifetime Value. HBS (9-503-019).
• Teixeira, Thales (2012). Marketing Communications. HBS (9-513-041).
Teaching method
This course is delivered through a three-pronged approach: (1) theory: a purpose-developed digital marketing framework
(DSDW), supported by proven marketing models (CDJ, CLV, 6Ms, and STEPPS), enables a structured and enduring
understanding of the topic beyond current techniques and tools; (2) case studies: class discussion of relevant case studies
and other examples enables a concrete view of the topic; and (3) group project: planning, implementation, and analysis of a
real digital marketing campaign, in partnership with Google and Nova Venture Lab, enable a truly hands-on approach to the
topic.
Evaluation method
ASSESSMENT
A. Individual Assignments
• Final exam 40%
• Class participation 10%
B. Group Assignments
• Campaign Initial Proposal 10%
• Campaign Final Proposal 40%
Subject matter
1
Introduction
Digital Marketing Framework
Consumer Decision Journey
Edelman 2010
2
Customer Lifetime Value
Ofek 2016
Marketing Communications
Teixeira 2012
Campaign Planning at Google Ads (Mateus Dourado*)
Campaign Initial Proposal
Group Report
3
Campaign Initial Proposal
Group Presentation
Campaign Management at Google Ads (Mateus Dourado*)
4
Case Study
Squatty Potty
Branding in the Digital Age
Holt 2016 / Dove
5
Viral Marketing
Case Study
Bazaar
Case Study
Hunger Games
Campaign Final Proposal
Group Report
6
Campaign Final Proposal
Group Presentation
Conclusion
Final Exam
Individual Exam