Digital Marketing

Recommended Prerequisites

NA

Teaching Methods

This course stimulates teamwork and teaching will be quite interactive, using students to foster class environment. There will be a strong practical content, with several case studies.

Learning Outcomes

Objectives

To provide students with knowledge of all the issues related to internet marketing and social media marketing, in order to enable a better utilization of new digital technologies in the marketing context.

Competencies

At the end of the course, students are expected to have knowledge of the main challenges and opportunities that arise from new digital technologies. Moreover, they should be able to plan social and viral marketing campaigns, integrating online and offline strategies.

Work Placement(s)

No

Syllabus

 

1. Internet marketing strategy

2. The internet and marketing mix

3. Relationship marketing using the internet

4. Delivering the online customer experience

5. Campaign planning for digital media

6. Marketing communications using digital media channels

7. Evaluation of digital channel performance

8. E-commerce

9. Advertising online

10. Search engine marketing

11. Brand activation strategies (owner, paid and earned media)

12. Mobile marketing

13. User-generated content

14. Social media communities

15. Content marketing

16. Inbound marketing

17. Metrics for digital marketing

18. The digital marketing plan

Head Lecturer(s)

Pedro Marcelo Amado Garcia da Rocha Torres

Bibliography

Chaffey, D. & Ellis-Chadwick, F. (2015). Digital Marketing: Strategy, Implementation and Practice. Pearson, England, Essex.