Digital Marketing Plan

Recommended Prerequisites

Not applicable.

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 includes all the components proposed by the teacher.

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

Learning Outcomes

In an era in which consumers gain power and have easier access to information, Marketing reinforces its importance in business success. It is essential that managers develop the ability to make decisions adapted to the market, which allow them to create value for consumers and the company. The objective of the discipline is to provide the bases for the preparation of a marketing plan, taking into account the digital environment above all, from market analysis to the delineation of marketing objectives and strategies that respond to market challenges. Special attention will be given to exchanging marketing planning experiences as well as the practical development of a marketing plan. The course is recommended for anyone wishing to pursue a career in Marketing, Product Management or Brand Management.

Work Placement(s)

No

Syllabus

Introduction to the Marketing Plan

The Importance of Strategy

Definition of Target Audience, Differentiation, Positioning and Unique Selling Proposition

Development of Buyer Personas

Introduction to Digital Media: Website, Social Media, Landing Pages

Designing the Customer Journey

How to Create Sales Funnels

Inbound Marketing Strategy

Preparation of Digital Campaigns

Building the Marketing Plan.

Head Lecturer(s)

Paulo Miguel Marques Gama Gonçalves

Assessment Methods

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

Bibliography

Marketing 4.0 Mudança do tradicional para o digital. Philip Kotler, Iwan Setiawan e Hermawan Kartajaya. Actual Editora. Março 2017

Marketing 5.0 - Tecnologia Para a Humanidade. Philip Kotler;  Hermawan Kartajaya;  Iwan Setiawan . Actual Editora, Maio de 2021

Marketing Digital 360. Vasco Marques,  2ª Edição Revista e Aumentada. Actual Editora, fevereiro 2018.