E-Marketing and E-Commerce

Marketing Principles

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 group work and case studies.

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

• - 1 written test - 100.0%

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

NAO

Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing: Strategy, Implementation and Practice (7th ed.). Pearson.

Chaffey, D., & Smith, PR (2017). Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing (5th ed.). Routledge.

Faustino, P. (2019) Marketing Digital na Prática: Como criar do zero uma estratégia de marketing digital para promover negócios ou produtos, Marcador.

Kingsnorth, S. (2016). Digital Marketing Strategy: An Integrated Approach to Online Marketing. Kogan Page.

Kotler, P., Kartajaya, H., & Setiawan, I. (2017). Marketing 4.0: Mudança do Tradicional para o Digital. Actual Editora.

Strauss, J. & Frost, R. (2016). e-Marketing (7th ed.).  Routledge.