Marketing Digital

NA

In this curricular unit, the following teaching methods are used:

1. Expository, using audiovisual means to explain the syllabus;

2. Active, through the resolution of practical cases and discussion of case studies and scientific articles;

3. Collaborative, through group work.

At the end of this curricular unit, the student is expected to be able to: a) Explain the fundamental concepts of digital marketing;

b) Distinguish the different e-business models;

c)  Develop a digital marketing plan;

d) Understand the potential of online marketing research;

e)  Discuss the specificities of online consumer behaviour;

f)  Distinguish and relate the stages of the digital marketing strategy;

g) Distinguish and operationalize the variables of the digital marketing mix;

h) Understand and use digital marketing tools;

i)   Select strategic and operational online marketing decisions and assess their impact on business performance.

Part I. Introduction to digital marketing

1. Fundamentals of digital marketing

2. Strategic digital marketing

3. Digital marketing plan

Part II. Digital marketing strategy

4. Online marketing information system

5. Online consumer behavior

6. Online segmentation, targeting, differentiation and positioning

Part III. Digital marketing management

1. Product and brand management in a digital environment
2. Price management in a digital environment
3. Digital distribution channels
4. Digital marketing communication
5. Digital marketing tools

• - Exam - 50.0%
• - Individual and/or Group Work - 50.0%

• - Exam - 50.0%
• - Individual and/or Group Work - 50.0%

NAO