Digital Marketing

N/A

The programmatic contents will be developed by combining lectures with practical sessions and the resolution of exercises or analysis and discussion of cases.

The continuous evaluation includes a group work (50%) and an individual work (40%). The presence and participation in class represent 10% of the final mark.

The final exam of this subject is composed by a written test (50%) and written assignment (50%).

The aim of the course unit is to allow students to understand how the changing context, attitude and behaviour of consumers give rise to a new approach to marketing and digital communication.

CHAPTER I – 1. I – 1. marketing- main concepts and approaches 2. from traditional marketing to digital marketing 3. the marketing environment: a. The new consumer; b. The evolution of the Internet and the implications for marketing and communication.

CHAPTER II – 1. II – 1. the implementation and practice of digital marketing: a. The characteristics of digital marketing; b. Planning a campaign; 2. Digital communication: a. New paradigms and communication models; b. The communication in network; c. The new communication tools; d. The digital communication within the integrated communication; e. Interaction and the social media; f. The social networks: i. Social networks; ii. The management and monitoring of social networks e. The management of online brands and the management of the experience. 3. Marketing relationships through the digital platforms a. The e-commerce in the marketing context; b. The development of the e-commerce project 

• - Group work - 50.0%
• - Presence and class participation - 10.0%
• - Individual work - 40.0%

• - work - 50.0%
• - Written test - 50.0%

NAO