Digital Marketing

As a master’s course unit, it is important to bear in mind the knowledge taught in the Marketing and International Business degree.

Classes are taught with the support of digital cloud content whose content is shared
by all enrolled students. The development of practical work is carried out on the web, on social networks and using “mobile” development platforms in the construction of “apps”. Teaching is theoretical-practical and based on simulated, leading the student to the integration into the working world. Analytical simulation allows the student to assess whether the content developed on different platforms had the desired reach and visibility.

Goals:

Creating an online presence is crucial to the survival, existence and consistent growth of a company, whether micro, small, medium or large. The dissemination of information, its techniques and means represent the user’s selection as to whether they will be a future client/consumer. In this way, ranking in search engines determines positioning in the customer’s “eyes” in the digital economy. The launch of events, products and/or services sees their reach based on advertising tools, whether on the corporate website or on social networks. Or even closer to the customer using “apps” on mobile platforms. The development of an analytical capacity to strategically plan, develop and implement the different information dissemination channels represents the success of a marketing plan. Analytical knowledge of the customer profile thus allows us to innovate, creating in cooperation new products and services that respond in a rational and emotional way to the expectations, desires and desires of a satisfied and often surprised consumer. Cultural adaptation in customer communication and positioning partnerships in international markets are factors that impact business growth. The introduction of Artificial Intelligence in the strategy for developing an online presence allows not only support in the creative component, but also in the adaptive and automatic analysis of different consumer profiles on different digital channels. The integration of this “know-how” into an online campaign development project allows students to be adapted to the new realities of the digital economy.

Skills:

Know how to develop an online presence using different digital channels, from different perspectives, B2C and B2B.

Use different SEO tools – Search Engine Optimization in order to optimize and increase the online visibility of the content developed,

Plan and develop digital content for social networks through an integrative platform.

Plan and structure content for mobile applications.

Know how to identify the main digital marketing management metrics in different digital channels.

Plan, structure, develop, test and integrate Artificial Intelligence tools across different digital channels.

1-Introduction to Digital Marketing, from Traditional to Digital.

2- Develop an online presence. The B2C and B2B perspective.

3- Search engines, how to optimize.

4- Online advertising.

5- Marketing in social media.

6- Marketing for mobile platforms.

7- Content marketing.

8- Analytics in Digital Marketing.

9-Artificial Intelligence in Marketing

10- Project – planning and development of a campaign in the digital market.

The knowledge assessment will be carried out in two components:

1- Design of an online presence representative of a business in the era of the digital economy. Work developed as a team (max. 3 students) with weekly monitoring by the teacher.

2- Development of a scientific article for submission at a Marketing conference in the current academic year. The previous review of the article will be carried out by the professor responsible for the curricular unit. The model is free to choose but must follow the themes and formats of the “call for papers” of a Marketing and International Business conference this academic year.

3- The project evolves on a digital cloud platform that allows the teacher and the project team to evaluate the different contributions.

4- It is intended that the work and the scientific article integrate similar themes. The work and article will be quoted at 50% each.

5-A student who chooses not to carry out continuous assessment must present a work topic and a research and investigation topic in the last week of classes.

6-The work and project grades are valid at all times to which the student has access during the academic year.

7-The passing grade for this curricular unit is 9.5.

NAO