E-Marketing and E-Commerce

introduction to Marketing 

In this curricular unit the following teaching methodologies are used:
1. Verbal Methodologies (telling), making use of the pedagogical resources Exposition, Explanation, Dialogue and Interrogation;
2. Intuitive methodologies (show), using the pedagogical resources Demonstration, Audiovisuals and Written Texts. 3;
3. Active Methodologies (do), using the pedagogical resources Group Work, Case Studies and Simulation.

With regard to assessment the following methods are envisaged:

1. Periodic assessment, comprising:
(a) 1 individual written test, with a weight of 50% in the final mark
(b) Group work, with a weight of 50% in the final mark

2. Final evaluation, comprising: a) Individual written test.

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

Part I. Introduction to e-marketing
1. Fundamental concepts of e-marketing
2. Evolution from e-marketing 1.0 to 4.0
3. Models and strategies of e-business

Part II. Diagnosis and e-marketing strategies

4. Online marketing research
5. Consumer behaviour online
6. Online segmentation, targeting, differentiation and positioning strategies
7. B-Marketing

Part III. Axes of e-marketing

8. Product, service and online brand management
9. Management of prices, payments and digital currencies
10. The Internet as a distribution channel: e-commerce
11. Advertising and online communication
12. SEM, SEA, SEO
13. E-CRM and Database Marketing

Part IV. Planning and Implementing e-marketing

14. Specificities of the e-marketing plan
15. Multi-platforms for e-business
16. Promotion campaigns: budgeting and management
17. Evaluation metrics

Part V. Trends
18. 3D Printing
19. Blockchain
20. AI, IOT, AIOT
21. Audience fragmentation

Periodic evaluation

Individual written test - 50.0%.
Group work - 50.0%.

Final evaluation
Exame - 100.0% (Regular, Student Worker) (Final, Supplementary, Special)

NAO