Digital Marketing 

Objectives

Knowledge:  digital marketing landscape, consumer decision journey, customer lifetime value, marketing communications, virality drivers.

Subject-specific skills:  comparison of digital marketing tools,  definition  of objectives  for  marketing programs, evaluation of the financial impact of digital marketing programs, analysis and design of digital marketing programs, analysis of viral marketing dynamics.

General skills: analytical thinking, presentation skills, teamwork.

General characterization

Code

14221

Credits

2

Responsible teacher

António Marinho Torres

Hours

Weekly - Available soon

Total - Available soon

Teaching language

Portuguese | English

Prerequisites

Available soon

Bibliography

Case Studies

Measuring ROI on Sponsored Search Ads. CBS 2017 (CU181).

Squatty Potty: Assessing Digital Marketing Campaign Data. Ivey 2018 (W18005).

The Hunger Games: Catching Fire. Kellogg 2016 (KEL964).

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 curricular unit is delivered through a three-pronged approach: (1) theory: a purpose-developed digital marketing framework, supported by proven marketing models; (2) case studies: class discussion of relevant case studies and other examples; and (3) group project:  development and presentation of  a  digital marketing campaign plan for a company chosen by each group.

Evaluation method

Assessment

Exam 50%

Group project 40%

Class participation 10%

Subject matter

This curricular unit’s foundation is a purpose-developed digital marketing framework (DSDW), supported by proven marketing models (CDJ, CLV, 6Ms, and STEPPS), that aims to enable a structured and enduring understanding of the topic beyond current techniques and tools. Furthermore, in order to grasp a concrete view of the topic, students will work in groups to develop a digital marketing campaign of their choice.

Programs

Programs where the course is taught: