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.