Marketing Digital

Objetivos

Overall, this course aims to bring students up to speed by using software and tools and strategic business decisions within the context of the real-world digital marketing and e-commerce landscape .

We aim to help you build digital marketing skills to maximize online opportunities.

Caracterização geral

Código

200083

Créditos

7.5

Professor responsável

Paulo Miguel Rasquinho Ferreira Rita

Horas

Semanais - A disponibilizar brevemente

Totais - A disponibilizar brevemente

Idioma de ensino

Português. No caso de existirem alunos de Erasmus, as aulas serão leccionadas em Inglês

Pré-requisitos

non aplicable

Bibliografia

Método de ensino

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 

Método de avaliação

Digital Marketing Projet - Group Project: 40% 
EXAM (1st term): 40%
PARTICIPATION AND INCLASS CASES 20%
ou 
Exam (2nd term) - 60%
Digital Marketing Projet – 40%

Conteúdo

  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