E-Marketing and E-Commerce

Marketing Fundamentals.

The following teaching methodologies are used in this curricular unit:
1. Verbal methods (say), making use of the following educational resources: Exposition, Explanation, Dialogue and Questioning;
2. Intuitive Methodologies (show), making use of the following educational resources: Demo, Audiovisual and Written texts;
3. Active methodologies (do), making use of the following educational resources: Group Work, Case-studies and Simulation.
Regarding the evaluation the following methods are used:
1. Periodical assessment, comprising:
a) 2 written individual tests, with a weight of 30% each of the final mark and subject to a minimum score of 7.0 values;
b) Group work, with a weight of 40% of the final mark and subject to a minimum score of 7.0 values;
2. Final assessment, comprising:
a) Written individual test.

a) Understand the main concepts related to strategic and operational dimensions of e-marketing.
b) Understand the current importance and the growth potential of e-commerce.
c) know the different modalities of electronic commerce.
d) Understand the different electronic business models.
e) Understand the particularities of online marketing research.
f) Understand the specificities of online consumer behaviour.
g) Understand the process of defining online marketing strategies.
h) Understand the adaptation of the marketing mix variables in the online context.
i) Understand the tools for online customer relationship management.
j) Apply knowledge in problem solving and analysis of case studies specific of the e-marketing area.
k) Develop an e-marketing plan.
l) Develop a website to support an e-business model.

Part I. Introduction to e-marketing
1. E-marketing fundamentals
2. Strategic e-marketing

Part II. E-marketing diagnosis and strategy
3. Online marketing research
4. Online consumer behavior
5. Online segmentation, targeting, differentiation and positioning strategies

Part III. E-marketing tools
6. Online product and brand management
7. Online price management
8. The Internet as a distribution channel: the e-commerce
9. Online marketing communication
10. Customer relationship management on the Internet

Part IV. E-marketing planning and implementation
11. E-marketing plan
12. Website development for e-business

• - 1 written test - 30.0%
• - 1 written test - 30.0%
• - Group work - 40.0%

• - 1 written test - 100.0%

NAO