Digital Marketing

Recommended Prerequisites

Not applicable.

Teaching Methods

The students will be integrated into groups of five members who will be responsible for creating a structured digital marketing plan.

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 includes all the components proposed by the teacher.

Students will be accompanied by the teacher on all of their tasks.

Learning Outcomes

This course contributed to several learning objectives (LO) of the MBA, namely:

- OA1) leading personal and organizational teams and projects;

- OA2) thinking critically and making decisions based on complex information;

- OA6) operating in multicultural environments, understanding the importance of globalization.

Additionally, the course aims to:

- Develop an understanding of the nature of Digital Marketing within the company/brand's strategies

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

- Define a digital content strategy

- Define the process of collecting insights and digital segmentation (creating personas)

- Understand trends in the digital area

- Identify the best metrics according to digital channels to maximize return on investment (ROI)

- Develop a digital marketing plan for a product.

Work Placement(s)

No

Syllabus

- Marketing Strategy: Differentiation, Positioning, Unique Selling Proposition (USP), Target Audience, Segments, Persona, Digital Marketing Plan

- Digital Branding: Brand Persona, Brand Voice, Tone of Voice

- Customer Journey and Sales Funnels

- Digital Marketing Trends

- Cross-Media

- Inbound Marketing

- Content Strategy

- Community Management

- Crisis Management

- Social Media: Facebook, Instagram, LinkedIn, Twitter, YouTube, Pinterest, TikTok

- Video and Podcasts

- Influencer Marketing

- Website, Landing Pages, and Blog

- Search Engine Optimization

- Mobile Marketing

- Display Advertising

- Facebook Ads

- Email Marketing

- Analytics

Head Lecturer(s)

Pedro Marcelo Amado Garcia da Rocha Torres

Assessment Methods

Assessment
Written works.: 100.0%

Bibliography

Chaffey, D.; Ellis-Chadwick, F. (2019). Digital Marketing - Strategy, Implementation and Practice. 7th Edition. Pearson.

Kotler, P.; Kartajaya, H.; Setiawan, I. (2021). Marketing 5.0: Technology for Humanity. 1st Edition. Wiley.

Marques, V. (2018). Marketing Digital 360. 2nd Edition. Actual Editora.

Paula, A. N.; Zeferino, A.; Carvalho, F.; Gouveia, M.; Faustino, P.; Coutinho, V. (2019). Marketing Digital para Empresas - Guia prático para aumento das vendas na internet. 2nd Edition. Perfil Criativo.

Celeste, P.; Moniz, L. B. (2019). Marketing Performance - 80 métricas de marketing e vendas. 1st Edition. Clube do Autor.

Scott, D. M. (2020). The New Rules of Marketing and PR: How to Use Content Marketing, Podcasting, Social Media, AI, Live Video, and Newsjacking to Reach Buyers Directly. 7th Edition. Wiley.

Vaynerchuk, Gary (2013). Jab

Faustino, P. (2019). Marketing Digital na Prática - Como criar do zero uma estratégia de marketing digital para promover negócios ou produtos. Marcador.