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 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 of digital marketing;

b) Distinguish the different e-business models;

c) Develop a digital marketing plan;

d) Understand the potential of online marketing research;

e) Discuss the specificities of online consumer behaviour;

f) Distinguish and relate the stages of the digital marketing strategy;

g) Distinguish and operationalize the variables of the digital marketing mix;

h) Understand and use digital marketing tools;

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

Part I. Introduction to digital marketing

1. Fundamentals of digital marketing

2. Strategic digital marketing

3. Digital marketing plan

Part II. Digital marketing strategy

4. Online marketing information system

5. Online consumer behavior

6. Online segmentation, targeting, differentiation and positioning

Part III. Digital marketing management

8. Product and brand management in a digital environment

9. Price management in a digital environment

10. Digital distribution channels

11. Digital marketing communication

12. Digital marketing tools

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. Marcador.

Frost, R., Fox, A. K., & Strauss, J. (2018). E-Marketing (8th ed.). Routledge.

Gouveia, M. (2022). Marketing Digital: O Guia Completo. Ideias de Ler.

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

Kotler, P.,‎ Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Tecnologia para a Humanidade. Actual Editora.