Marketing Digital
Code
200083
Academic unit
NOVA Information Management School
Credits
7.5
Teacher in charge
Guilherme Hidalgo Barata Martins Victorino
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); 0
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
- PostGraduate Information Systems and Technologies Management
- PostGraduate Marketing Research e CRM
- Specialization in Knowledge Management and Business Intelligence – Working Hours Format
- PostGraduate in Knowledge Management and Business Intelligence
- Specialization in Risk Analysis and Management
- PostGraduate in Information Analysis and Management
- Pós-Graduação em Data Science for Hospitality & Tourism
- Specialization in Knowledge Management and Business Intelligence
- PostGraduate in Smart Cities
- Specialization in Information Systems and Technologies Management
- PostGraduate in Intelligence Management and Security
- PostGraduate in Information Systems Governance
- PostGraduate Risk Analysis and Management
- Análise e Gestão de Informação
- PostGraduate in Enterprise Information Systems
- PostGraduate in Digital Enterprise Management
- PostGraduate in Information Management and Business Intelligence in Healthcare
- PostGraduate Digital Marketing and Analytics
- PostGraduate in Marketing Intelligence
- Specialization in Marketing Intelligence
- Specialization in Marketing Research and CRM