Marketing Digital e E-Business

Marketing Fundamentals

Will be used the following teaching-learning methodologies:
1. Expository, with audiovisual media for explanation of the syllabus;
2. Active, through the resolution of practical cases and discussion of case studies and scientific papers;
3. Collaborative, by conducting group work.
Students may obtain approval through the following systems:
– Periodical assessment;
– Final assessment.
The periodical assessment includes the following components:
– Group work, with a weight of 50% of the final grade;
– Written individual test, without consultation, with a weight of 50% of the final grade.
The assessment by final exam includes the following components:
– Individual work, with a weight of 50% of the final grade;
– Written individual test, without consultation, with a weight of 50% of the final grade.

It is expected that by the end of the curricular unit each student is entitled to:
a) Understand the fundamental concepts of digital marketing and e-business;
b) Understand the determinants of online consumer behavior and modelize this behavior;
c) Understand the potential of online markets business opportunities;
d) Understand the adaptation of the strategy and operational tools of marketing to the online environment;
e) Understand the mechanisms of online customer relationship management;
f) Know the methodology of designing digital platforms;
g) Research independently, make reasoned judgments and communicate oral and written clearly.

1. Fundamentals of digital marketing and e-business
2. Models of online consumer behavior
3. E-business models
4. Adaptation of online marketing mix
4.1. Online product and brand management
4.2. Online price management
4.3. Online distribution
4.4. Online marketing communication
5. Online relationship marketing
6. Design of the online customer experience

• - Trabalho individual - 50.0%
• - Prova escrita individual - 50.0%

• - Trabalho de grupo - 50.0%
• - Prova escrita individual - 50.0%

NAO

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

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

Chaffey, D., & Ellis-Chadwick, F. (2016). Digital Marketing: Strategy, Implementation and Practice (6th edition). Harlow: Pearson.

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

Strauss, J. & Frost, R. (2016). e-Marketing (7th edition). New York: Routledge.