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Digital Marketing

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

Paulo Miguel Rasquinho Ferreira Rita

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

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%
ou 
Exam (2nd term) - 60%
Digital Marketing Projet – 40%

Subject matter

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