Digital Marketing

Subject: 2018/2019 - 1S

Programmes

Hours Effectively Taught

MDCM1

Software

Microsoft Powerpoint

Aims, Skills and Learning Outcomes

DESCRIPTIVE SUMMARY OF CURRICULAR UNIT
The main objective of the Curricular Unit is to increase students' level of knowledge in Digital Marketing, allowing them to broaden their understanding of their functioning and importance in today's world.

OBJECTIVES AND EXPECTED LEARNING OUTCOMES
The objectives of the curricular unit are the following:
1. Describe and identify the role of Digital Marketing in the business environment;
2. Design Digital Marketing plans and understand their impact on the business environment;
3. Use some applications inherent in the process of implementing a Digital Marketing plan.

COMPETENCES TO BE DEVELOPED
With this curricular unit, it is intended that students acquire the following competencies:
1. To prepare a Digital Marketing Plan and recognize the importance of its use;
2. To implement a Digital Marketing plan and monitor its implementation using some specific applications for this purpose.

Programme

1.
1.1 - Digital World Buzzwords
1.2 - Fundamentals of Digital Marketing and its Evolution
1.3 - The Creative Briefing: what it is, its importance and how to do it
1.4 - Examples of Briefings
2.
2.1 - Information Architecture: the great pillar
2.2 - The importance of Moodboard
2.3 - What is and how to make a Benchmark
2.4 - Unique Selling Proposition (USP)
2.5 - The importance of the Goals in the business and in Communication
2.6 - The Buyer Personas (how to create)
2.7 - Sites & CMS
- Domain & Hosting
- CMS Open Source
3.
3.1 - Digital Marketing Overview: the various solutions
- UXUI
- Content Strategy
- eCommerce
- Social media
- Web Advertising
- IF THE
- E-mail marketing
- Web Analytics
3.2 - The Digital Marketing Strategy
4.
4.1 - The Structure of the Digital Marketing Strategy and how to build
- Methodology
4.2 - Examples of Digital Marketing Strategies
4.3 - The digital world in numbers

Demonstration of the syllabus coherence with the curricular unit's learning objectives

- The objective of "Identifying and describing the role of Digital Marketing in the business environment" will be reached, in a transversal way, with the programmatic content embodied in the four chapters;

- The objective "To explain how Digital Marketing strategies are conceived and to show their impact in the business environment" will be achieved with the programmatic content embodied in Chapters 2 and 4;

- The objective "To use applications inherent in the process of implementing a Digital Marketing Strategy" will be achieved with the programmatic content set out in Chapters 3 and 4. 

Main literature

Supplementary Bibliography

Learning Methods

The methodology to be used will include expository, demonstrative and experimentation strategies. The multimedia presentations will support the most expositive part of the contents. The most practical part of the course will be devoted to carrying out activities to apply the content taught, assuming here the teacher, the role of tutor, reminding concepts and functionalities, providing assistance and encouraging students to refine and improve their performance.
During the course the students will always be encouraged to have a proactive attitude of critical participation, about the exposed contents and present current issues for discussion.

Assessment Components

Avaliação distribuída com exame final

Assessment Components

Continuous Assessment

Elements of Continuous Assessment:
- A written test, with a weighting of 60% on the final grade;
- Digital Marketing Projects, with a weighting of 40% on the final grade.

Final Exam

Elements of the Final Assessment:
Individual written test with a weighting of 100%.

Proofs and special works

- Digital Marketing Projects

Special Assessment (TE, DA, ...)

In accordance with the provisions of the Regulation of the Master Course in Business and Marketing Management.

Improvement of final grade

In accordance with the provisions of the Regulation of the Master Course in Business and Marketing Management.

Demonstration of the coherence between the teaching methodologies and the learning outcomes

Classes foster a critical and self-critical sense, as well as the practice of an ethical attitude in personal and professional terms. By promoting the development, exposure and critical discussion of cases and exercises, the reinforcement of analytical capacities is encouraged. Participation in classes and presentation and defense of individual and group works allow the development of oral and written communication skills. In addition, students acquire diverse skills, such as: prioritization, teamwork, ability to identify and solve problems; organize, plan and schedule tasks; have a spirit of initiative; knowledge (theoretical, technical and operational). With regard to scientific research competencies, students are expected to familiarize themselves with research terminology in Digital Marketing; selection and collection of information; bibliographic research; identification and reference of the sources of information used; critical analysis and synthesis of information.