Digital Marketing

N/A

The theoretical contents of the curricular unit will be presented through theory lectures and theorical/pratical for resolution of exercises or discussion and analysis of case studies.

The assessment includes a group work (50%), a individual work (40%). Participation will count for 10% of the final grade.

The final examination of this assignment consists in a individual work

The aim of the course is to enable students to understand how the changing context, attitude and behaviour of consumers are giving rise to a new digital approach for brands through the use of marktech, digital communication and e-commerce. Finally, it will be important to understand the new realities and frontiers for digital marketing in the immediate future

1. The digital approach and associated concepts

1.1 The evolution from traditional to digital marketing

1.2 The relationship and complementarity between the traditional and digital approaches

1.3 Digital marketing strategy and online presence

1.4 Agile marketing and algorithmic marketing

1.5 The new consumers

2. Digital communication in the context of integrated communication

2.1 The new communication paradigms

2.2.Content for the different digital media

2.2.1 Communication on digital platforms

2.2.2.Website

2.2.3.Landing pages

2.2.4.E-mail marketing

2.2.5.Digital influencers

2.3 The digital communication strategy

3.Online brand management and managing expectations

4.Marktech

4.1 What a marktech is and its benefits.

4.2 Technological platforms

5. E-commerce

6. The virtual, mixed realities and the new frontiers for digital marketing

6.1 Virtual environments and mixed realities

6.2 The virtual reality

6.3 Personification

• - Individual work - 100.0%

• - Individual work - 40.0%
• - Participation in class assignments - 10.0%
• - Group work - 50.0%

NAO