Base Knowledge
N/A
Teaching Methodologies
The syllabus will be developed by combining lectures with practical sessions and the resolution of exercises or the analysis and discussion of cases.
Continuous assessment includes the completion of a group assignment (90%). Class attendance and participation account for 10% of the final grade.
Learning Results
Understand the value of co-operation between the marketing and technology disciplines in the context of digital and omni-channel strategies.
Identify emerging approaches and technologies and apply them to digital brand management contexts from a customer-centred strategic perspective.
Analyse how marketing technology (martech) supports digital brand management and omnichannel marketing approaches, leveraged on data and knowledge of consumer behaviour
Program
1. The 5th industrial revolution – changes in society and the impact on marketing
2. Digital transformation and digital brand management
3. Digital brand strategy and management
4. Marketing and marTech
5. The consumer journey and omnichannel
6. Strategic marketing analytics
Grading Methods
- - Group work - 90.0%
- - Attendance and Participation - 10.0%
Internship(s)
NAO
Bibliography
KOTLER, P.; Kartaja, H.; Setiawan, I. (2021). Marketing 5.0. JOHN WILEY & SONS INC.
KOTLER, P.; Kartaja, H.; Setiawan, I.(2017). Marketing 4.0. Lisboa: Atual Editora.
VISSER, M., SIKENGA, B., BERRY, M. (2021). Digital Marketing Fundamentals (2ª ed.). Noordhoff/Routledge.
ALFONSO, D. (2022). The Martech Handbook – build a technology stack to attract and retain customers. KoganPage.
AMMERMAN, W. (2019). The Invisible Brand – marketing in the age of automation, big data and machine learning. McGrawHill.
JUDE, G. e SMITH, A. (2021). Retail Innovation Reframed – how to transform operations and achieve purpose-led growth and resilience. KoganPage.
KING, K. (2019). Using Artificial Intelligence in Marketing – how to harness AI and maintain the competitive edge. KoganPage.
KING. K. (2022). AI Strategy for Sales and Marketing – connecting marketing, sales, and customer experience. KoganPage.
MOUTINHO, L., TEIXEIRA, N. & ZEFERINO, A. (2022). Marketing Futureland. LISBOA: Edições Lidel