Marketing Digital

Not applicable.

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

a) Verbal methods, using exposition, explanation, dialogue, debate and interrogation;

b) Intuitive methods, using demonstration, audio-visual and written texts;

c) Active methods, using individual and group work and case studies.

At the end of this curricular unit, the student is expected to be able to:

a) Explain the fundamental concepts and the evolution of digital marketing;

b) Distinguish between different electronic and omnichannel business models;

c) Develop and implement a digital marketing plan;

d) Understand and use digital marketing tools;

e) Analyze online consumer behavior and digital trends;

f) Define strategies for segmentation, targeting, and digital positioning;

g) Understand and operationalize the digital marketing mix;

h) Integrate AI and automation into digital strategies;

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

Part I – Introduction to Digital Marketing

1. Fundamentals, evolution, and trends in digital marketing

2. Strategic digital marketing

3. Development of a digital marketing plan

Part II – Digital Strategy

4. Online marketing information systems and analytics

5. Online consumer behavior

6. Digital segmentation, targeting, differentiation, and positioning

Part III – Management and Implementation

7. Product and brand management in a digital environment

8. Pricing management and digital revenue management strategies

9. Digital distribution channels and e-commerce

10. Digital marketing communication and advertising

11. Digital tools and platforms

12. Artificial intelligence, marketing automation, and data-driven marketing

13. Performance evaluation and metrics

NAO