Descriptive summary of curricular unit Over the last few years a unique technological revolution has been promoting a digital economy, with consequences for business models, creating a truly global marketplace. These changes have also manifested themselves in profound changes in consumer behaviour, whose role is increasingly active and participatory in organizations in order to enjoy an integrated shopping experience and to see their expectations exceeded. The main objective of this course is to increase students' level of knowledge in Digital Marketing, allowing them to broaden their understanding of its functioning and importance in the context of digital transformation. More than operationalizing marketing actions on digital channels, students will develop strategic and analytical skills.
Objectives and expected learning outcomes - Identify the challenges, advantages and risks associated with a new context in which a digital strategy is critical in business. - Frame the concepts, techniques and marketing strategies in the digital environment, using best practices. - Implementation of marketing actions, using tools, services and other technological instruments in the digital context. - Develop skills to execute the different stages of a digital marketing plan.
Skills to be developed - Know how to formulate a Digital Marketing strategy and recognize the importance of its use; - Understand how to implement a Digital Marketing strategy and monitor its implementation, using some specific applications.
Programme
1. Introduction to Digital Marketing.
1.1. Traditional marketing and digital marketing.
1.2. Advantages and Disadvantages of the digital environment
1.3. The role of the digital environment in an integrated marketing plan
2. Introduction to Digital Disciplines
2.1. Offline, online and internet digital channels
3. Digital Disciplines: Social Media
3.1. Social Media and their roles
3.2. Types of content for social media
4. Digital Disciplines: Content Marketing and SEO
4.1. Native advertising
4.2. SEO
4.3. Strategy and content management
5. Digital Disciplines: Display and Search Advertising
5.1. Display Advertising
5.2. Search Engines
5.3. Adwords
6. Digital Disciplines: e-Commerce and CRM Platforms
6.1. E-Commerce plan and strategy.
6.2. Technological Resources.
6.3. CRM Platforms
7. Digital Disciplines: E-Mail Marketing and Mobile Marketing
8. Big Data and ethics in the digital context.
9. Design and Manage the Digital Strategy
9.1. The digital role of the marketing funnel
9.2. Channel integration, monitoring and optimization
Demonstration of the syllabus coherence with the curricular unit's learning objectives
- The objective «Identify the challenges, advantages and risks associated with a new context in which a digital strategy is critical in business» will be achieved with the syllabus covered in Chapter 1 and 2;
- The objective «Frame the concepts, techniques and marketing strategies in the digital environment, using best practices» will be achieved with the syllabus covered in Chapter 2 and 3;
- The objective «Implementation of marketing actions, using tools, services and other technological instruments in the digital context» will be achieved with the syllabus covered in Chapter 4, 5 and 6;
- The objective «Develop skills to execute the different stages of a digital marketing plan» will be achieved with the syllabus covered in Chapter 7 and 8.
Main literature
Kotler, P., Setiawan, I., & Kartajaya, H.; Marketing 4.0 - Mudança do tradicional para o digital. , Actual Editora., 2017
Baynast., A, Lendrevie., J, Lévy., J, Dionísio., P & Rodrigues, V;Mercator 25 Anos - O Marketing na Era Digital, Dom Quixote, 2018
Supplementary Bibliography
Novais de Paula, A., Zeferino, A., Faustino, P., Gouveia, M., Coutinho, V., & Carvalho, F.;Marketing Digital para Empresas - Guia prático para aumento das vendas na Internet., Edições Perfil Criativo, 2019
Faustino, Paulo.;Marketing Digital na Pratica, Marcador, 2019
Marques, Vasco;Marketing Digital de A a Z - Guia essencial de marketing digital, Digital 360, 2019
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
Description
Type
Time (hours)
Conclusion Date
Attendance (estimated)
Lessons
30
Prova escrita
Teste/Exame
2
Projectos
30
Participação Presencial
9
Study
36
Total:
107
Continuous Assessment
- Written Test : 65% - Research work on the ABI / INFORM portal submitted through the E-Learning platform. Group work: 35% (25% Work and 10% Presentation).
According to the Master's Regulations:
1) The effective attendance of students in class will be recorded and, if the number of absences per student exceeds 30% of the total number of contact sessions for each course unit, will be automatically transferred to the final evaluation of the normal season; 2) In the written tests and in the defined evaluation elements it is necessary to obtain a minimum grade of 7.5 points; 3) If the student misses or achieves a grade lower than 7.5 points in the tests or evaluation elements referred to in the previous number, he / she will be automatically transferred to the final evaluation of the normal season; 4) If the student misses or achieves a grade lower than 7.5 points in the second written test (held on the same date as the final written test of the normal season), he / she may require registration for evaluation at the time of appeal; 5) All written academic work provided for in the assessment (reports, case studies, etc.) must be submitted to the Turnitin database, available on the ISAG E-Learning platform, with a similarity rate up to 30% acceptable.
Final Exam
Exam (Written Test): 100%.
Special Assessment (TE, DA, ...)
In accordance with the Regulation of the course.
Improvement of final grade
In accordance with the Regulation of the course.
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, presentation and defence of individual and group work 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 the scientific research competencies, the objective is familiarization with research terminology in Marketing; selection and collection of information; bibliographic research; identification and reference of the sources of information used; critical analysis and synthesis of information.