Introduction to Digital Marketing

Recommended Prerequisites

Not applicable.

Teaching Methods

Group work will be stimulated in this curricular unit and the teaching will be interactive. The topics will be teached with a focus on practice, envolving companies and real cases, whenever possible. A business simulation related to digital media planning will also be used.

Learning Outcomes

This curricular unit aims to provide learning about fundamental issues related to digital marketing and to develop students skills regardind digital marketing strategy formulation and implementation. At the end of the course, students are expected to have knowledge about the main challenges and opportunities that arise from digital technologies and to be able to plan digital marketing campaigns.

Work Placement(s)

No

Syllabus

1 Introducing digital marketing

2 Online marketplace analysis: micro-environment

3 The digital macro-environment

4 Digital marketing strategy

5 Digital media and the marketing mix

6 Relationship marketing using digital platforms

7 Delivering the digital customer experience

8 Campaign planning for digital media

9 Marketing communications using digital media channels

10 Evaluation and improvement of digital channel performance.

Assessment Methods

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

Bibliography

Chaffey, D. & Ellis-Chadwick, F. (2022). Digital Marketing, 8^th edition, Pearson.