This curricular unit aims to contribute to the understanding and aknowledgement of the main concepts related to the digital marketing, namely in its strategic componente, having in consideration the characteristics of the current contemporary context, defined by the constant changes in terms of dynamics, methodology and operation processes. Several specific situations will be presented and discussed, and also practical cases that the students will have to analyse, presente and critically comment, both individually and in groups.
Objectives and learning outcomes The students should be able to carry out the following tasks: 1. Analyse the strenghts and weaknesses of the company in terms of digital strategies; 2. Analyse opportunities and threats of the surrounding environment; 3. Define strategic goals for digital marketing; 4. Represent the profile of the target audience; 5. Identify differentiating factors; 6. Define a digital marketing strategy.
Skills to be developed The students should be able to: 1. Grasp the concept of Digital Marketing and its contribution to the organizations/companies; 2. Identify the essential elements that define the digital marketing environment and its respective means; 3. Understand the conception and implementation processes of the marketing strategies
Programme
1. Marketing 4.0
1.2 Traditional Marketing vs. Digital Marketing 1.3 The new connected consumers 1.4 The digital subcultures 1.5 Marketing 4.0 in the Digital Economy 2. Digital Marketing Strategies 2.1 The strategic model of Digital Marketing 2.2 The structural model of Digital Marketing 2.3 Metrics in Digital Marketing 3. The Digital Marketing Plan 3.1 Internal and External Analysis 3.2 The SWOT analysis 3.3 Goals 3.4 Segmentation and Positioning 4. The Presence Online 4.1 Websites 4.2 Social Media 4.2.1 Facebook 4.2.2 You Tube 4.2.3 Instagram 4.2.4 Other Social Media 4.3 The Blogs 4.4 Mobile Marketing 4.5 E-mail Marketing 4.6 Content publication
Demonstration of the syllabus coherence with the curricular unit's learning objectives
- Goal number 1 will be reached through the contents included in Chapter 3;
- Goal number 2 will be reached through the contents included in Chapters 1 and 3; - Goal number 3 will be reached through the contents included in Chapters 2 and 3; - Goal number 4 will be reached through the contents included in Chapters 3 and 4; - Goal number 5 will be reached through the contents included in Chapter 3; - Goal number 6 will be reached through the contents included in Chapters 2, 3 and 4.
Main literature
Vasco Marques;Marketing Digital 360, Lisboa: Actual editora, 2019
Philip Kotler et al;Marketing 4.0: Mudança do Tradicional para o Digital, Lisboa: Actual editora, 2017
Supplementary Bibliography
António Novais de Paula;Marketing Digital para Empresas: Guia Prático para o Aumento das Vendas na Internet, Lisboa: Perfil Criativo Editores, 2019
Arnaud de Baynast;Mercator: 25 Anos: O Marketing na Era Digital, Lisboa: D. Quixote, 2018
Learning Methods
Theoretical classes: expository method to introduce new theoretical concepts and the interrogative method to allow a reflexion over the contents.
Practical classes: active methods using practical projects. Tutorial supervision of the students.
Assessment Components
Avaliação apenas com exame final
Assessment Components
Description
Type
Time (hours)
Conclusion Date
Attendance (estimated)
Lessons
30
Evaluation/ Tests
Teste/Exame
3
Work
Trabalho laboratorial ou de campo
19
Self-study
Teste/Exame
55
Total:
107
Continuous Assessment
Test 1: 35%
Test 2: 35% Group Work: 30% a) Plan, structure and contents: (5%): submission through the e-learning platform (Turnitin Data Base) b) Final version: (25%): submission through the e-learning platform (Turnitin Data Base)
The groups should prepare and present a Project related to a specific topic. They should use the Power Point platform to present their projects. According to the general regulation:
a) All students will register their presence during lessons and, if their absenteeism rate is over 30% of the total number of lessons for each course unit, they will automatically be transferred to the final assessment modality of the regular season. b) In written tests and evaluation elements referred to in sub-paragraphs b) to e) of paragraph 2 of Art. 39, a minimum score of 7.5 (seven point five) values is required. c) In case students miss or obtain less than 7.5 in the written tests or the written projects, they will be automatically transferred to Final Assessmen of the regular season d) In case students miss or obtain less than 7.5 in the second written test, they may only be subject to the Appeal season for tests. e) All the written assessments included in the evaluation (reports, case studies, etc.) must be submitted through the Turnitin data base, available at the eLearning Platform. It would be accepted a similarity rate of less than 30%.
Final Exam
Final exam: 100%
Demonstration of the coherence between the teaching methodologies and the learning outcomes
The classes enhance the critical spirit and self-criticism, as well as the presence of an ethical attitude both personal and professional, thus promoting the development, exposure and critical discussion of cases and exercises. This way, the analytical skills will be strengthened. The participation in the classes and the presentation of individual and group projects allow the development of oral and written skills.
As a complement, the students acquires several skills, such as: priority definition, team work capacity, identifying and solving problems, organize, plan and programme tasks; have initiative spirit; apply theoretical, technical and operational knowledge. As far as scientific research is concerned, they will be familiarized with the investigation terminology in Digital Marketing; selecting and picking information; bibliographical research; identifying and referencing the sources; critical analysis and information synthesis.