Teaching Methodologies
In this curricular unit are used the following teaching methodologies:
1. Verbal methodologies (say) making use of pedagogical resources Exhibition, Explanation, Dialogue and Interrogation;
2. Intuitive Methodologies (show), making use of pedagogical resources Demonstration, Audiovisual and Written Texts,
3. Active Methodology (do), making use of pedagogical resources Group work and case studies.
Learning Results
It is expected that at the end of the curricular unit the student will be qualified to:
a) Understand the main concepts related to the strategic and operational dimension of e-marketing;
b) Understand the particularities of online marketing research;
(c) understand the specificities of online consumer behaviour;
d) Understand the process of defining online marketing strategies;
e) Understand the adaptation of marketing-mix variables in the online context,
f) understand the tools of managing the online customer relationship;
g) Develop an e-marketing plan;
h) Know how to apply the knowledge acquired in problem solving and analysis of specific case studies in the area of e-marketing.
Program
Part I. Introduction to e-marketing
Chapter 1. Fundamental e-marketing concepts
Chapter 2. Strategic e-marketing
Chapter 3. E-marketing plan
Part II. E-marketing strategy
Chapter 4.Online marketing research
Chapter 5. Online consumer behavior
Chapter 6. Segmentation, targeting, differentiation and online positioning strategies
Part III. E-marketing management
Chapter 7.Management of products and brands online
Chapter 8. Online pricing management
Chapter 9. The internet as a distribution channel: e-commerce
Chapter 10. Online marketing communication
Chapter 11. Customer relationship management on the Internet
Curricular Unit Teachers
Internship(s)
NAO
Bibliography
Chaffey, D. (2014). Digital Business and E-Commerce Management (6th edition). Harlow: Pearson.
Chaffey, D., & Smith, P. R. (2017). Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing (5th edition). Oxon: Routledge.
Chaffey, D., & Ellis-Chadwick, F. (2016). Digital Marketing: Strategy, Implementation and Practice (6th edition). Harlow: Pearson.
Dionísio, P., Rodrigues, J. V., Faria, H., Canhoto, R. & Nunes, R. C. (2009). b-Mercator – Blended Marketing.
Alfragide: Publicações Dom Quixote.
Laudon, K. C., & Traver, C. G. (2017). E-commerce: Business, Technology, Society, (13th edition). Upper Saddle River: Prentice Hall.
Strauss, J. & Frost, R. (2016). e-Marketing (7th edition). Oxon: Routledge.