Digital Marketing II

Recommended Prerequisites

Marketing Digital I. 

Teaching Methods

The evaluation shall include continuous monitoring of compliance with interim targets for implementing the project as well as presentation and discussion of the project at the end of the trimester. It will be also assessed the final document that include all the components proposed by the teacher.

Students will be accompanied by the teacher.

Learning Outcomes

 - Develop an understanding of the nature of the Digital Marketing in the Company/Brand strategies

- Understand the potential of the new communication process with the customers using the digital ecosystem

- Define a content strategy, creation, distribution platforms and publication planning

- Define the insight collection process and the digital segmentation

- Understand the legal process in the digital marketing

- Understand the new trends in the digital (social networks, contents and platforms)

- Creation of a digital marketing campaign, content definition, channel, market segmentation, content optimization

- Identify sources of conversion from potential customers in leads (viral campaigns, content funnels, customer journeys, PPC, key word research and website/landing pages  optimization) 

- Identify the best metrics according to the digital channels

- Identify new skills/requirements in marketing professionals

- Develop a brand digital marketing plan.

Work Placement(s)

No

Syllabus

Students will be integrated into groups of 5 members that will have the responsibility to create a digital marketing plan structured according with the following topics:

- Selection of a Brand/product

- Characterization of a Brand/product

- Brand and competitors digital presence evaluation

- Characterization of the market segmentation (digital segmentation)

- Digital marketing campaign objectives definition

- Creation of a digital strategy (contents, channels and metrics)

- Content planning

- Content optimization

- Presentation of a final brand/product Digital Marketing Plan

At the end of each session there will be a homework according with the theme of that day. At the end  that will allow the students to complete each chapter of the Digital Marketing Plan. 

Head Lecturer(s)

Arnaldo Fernandes Matos Coelho

Assessment Methods

Assessment
Periodic or by final exam as given in the course information: 100.0%

Bibliography

KOTLER, Philip, Marketing 3.0. Elsevier, 2010.

KOTLER, Philip, Marketing 3.0 Values-driven marketing. Elsevier, 2011.

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