Marketing Digital

N/A

The following teaching and learning methodologies will be used:

1. Expository, using audiovisual aids to explain the program content; 2. Active, through the resolution of practical cases and discussion of case studies and scientific articles;

3. Collaborative, through group work.

By the end of this course, students are expected to be able to: a) Explain the fundamental concepts of digital marketing;

b) Distinguish between different e-business models;

c) Build a digital marketing plan;

d) Understand the potential of online marketing research;

e) Discuss the specificities of online consumer behavior;

f) Distinguish and relate the steps of a 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 digital marketing decisions and evaluate their impact on business performance.

Part I. Introduction to Digital Marketing

1. Fundamentals of Digital Marketing

2. Strategic Digital Marketing

1. Digital Marketing Plan

Part II. Digital Marketing Strategy

1. Online Marketing Information System

2. Online Consumer Behavior

3.

1. Segmentation, Targeting, Differentiation, and Online Positioning

Part III. Digital Marketing Management

2. Product and Brand Management in a Digital Environment

3. Price Management in a Digital Environment

4. Digital Distribution Channels

5. Digital Marketing Communications

6. Digital Marketing Tools

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

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

NAO