Marketing Digital
Code
200083
Academic unit
NOVA Information Management School
Credits
1.0
Teacher in charge
Weekly hours
2.0
Teaching language
Portuguese. If there are Erasmus students, classes will be taught in English
Objectives
The course presents the therory and practice of Digital Marketing and discusses the strategic, organizational and consumer driven impacts of adopting a digital strategy.
Prerequisites
non aplicable
Subject matter
- Data Driven Marketing: trend or strategic priority?
- Chief Marketing Officer meets Chief Technology Officer
- Market Segementation: digital natives vs digital immigrants
- Modelling Social Interaction: online and real life customer behavior
- Critical skills for marketers of the future
- Digital marketing goals and metrics
- Social media: best practices and examples
- Content marketing: what it is and how to be successful
- Paid search and display advertising: results-oriented strategies
- Marketing ROI
Bibliography
Permission Marketing (Seth Godin)
Contagious: Why Things Catch On (Jonah Berger)
Social Media ROI (Olivier Blanchard)
Audience: Marketing in the Age of Subscribers, Fans, and Followers (Jeff Rohrs)
Teaching method
The curricular unit is divided in three types of classes:
Theorical - where the course topics will be presented
Practical - discussion of case studies and application of theorical frameworks
Seminars - with guess speakers from the industry for the discussion of emerging digital marketing topics
Evaluation method
Digital Marketing Projet - Group Project: 40%
EXAM (1st term): 40%
PARTICIPATION AND INCLASS CASES 20%
ou
Exam (2nd term) - 60%
Digital Marketing Projet – 40%
Courses
- Risk Analysis and Management
- Marketing Intelligence
- Knowledge Management and Business Intelligence
- PostGraduate in Information Management and Business Intelligence in Healthcare
- PostGraduate in Intelligence Management and Security
- PostGraduate in Marketing Intelligence
- Marketing and Research and CRM
- PostGraduate in Enterprise Information Systems
- PostGraduate in Information Analysis and Management
- PostGraduate in Digital Enterprise Management
- Information Systems and Technologies Management
- PostGraduate Risk Analysis and Management
- PostGraduate in Knowledge Management and Business Intelligence
- Specialization in Official Statistics
- PostGraduate Marketing Research e CRM
- PostGraduate Digital Marketing and Analytics
- Specialization in Central Banks Statistics
- Information Analysis and Management
- PostGraduate in Information Systems Governance
- PostGraduate Information Systems and Technologies Management