E-Business and Internet Marketing

Objectives

This Course aims to provide students with general knowledge about e-Business and Internet Marketing, making them aware of the increasing importance of these tools in organizations acting in "global" markets. The general objectives are:

- Recognize the relevance of Internet marketing in business management;

- Define the role of Internet Marketing in companies / organizations and discuss the key concepts;

- Apprehend the basic concepts of strategic marketing (segmentation, targeting, positioning and differentiation) in digital environments;

- Understand and explore some tools designed for the new realities of web business.

Skills:

• Analyze the new digital business reality.

• Identify the different strategic dimensions in online business.

• Design an Internet Marketing Plan

• Realize the different stages of the plan and define the advantages and disadvantages of each option.

• Understand and evaluate tools for the development/launch of an online project.

Program

This course will address the main themes of e-Business and Internet Marketing.

I - Context of E-marketing and E-Business

II - The E-marketing and E-Business Situation

III - Strategic Internet Marketing

IV - The Internet Marketing Mix

V - Other business tools and business trends for the XXI century

Teaching Methodologies

A combination of lectures, videos, discussions, group projects and written assignments will be used to achieve the objectives of this course. The focus of all course activities will be on the concepts understanding and application.

There will be one exam during the semester, worth 60% of the final grade.

In this course is required a group project, worth 40% of the final grade, in order to gain hands-on experience in the e-business environment. Each group is required to develop a strategic launch plan with digital bases.

Bibliography

• Chaffey, Dave (2009). E-Business and E-Commerce Management: Strategy, Implementation and Practice, 4/Ed., Prentice Hall: New York

• Strauss, J., El-Ansary, A. e Frost, R. (2006). E-marketing: um guia para a nova economia, 4/Ed., Prentice Hall: New York

• Carrera, Filipe (2009) . Marketing Digital na Versão 2.0, Edições Silabo.

• BIBLIOGRAFIA COMPLEMENTAR

• Cox, B. e Koelzer, W. (2003). Internet Marketing, Prentice-Hall: New York.

• Dias, A. (2005). Definições Estratégicas na Internet, Strategy for Improvement, Lda: Lisboa.

• Fiore, F. (2001). E-Marketing Estratégico, 1/Ed., Que.

• Hortinha, J. (2001). E-marketing, Edições Sílabo: Lisboa.