Digital Marketing and E-Business

Objectives

1) Understand the structuring concepts of Digital Marketing and e-business;
2) Identify opportunities and threats in digital markets;
3) Conceptually and operationally master the main digital marketing techniques;
4) Diagnose and develop solutions for online business problems;
5) Develop oral and written communication skills, creative development and teamwork.

Program

1. Introduction to Digital Marketing and e-business
2. Digital Marketing Strategy
3. Omnichannel Marketing, CRM and Marketing Automation
4. Search engines and online advertising, SEM – SEO / SEA
5. Content marketing
6. Social Media Marketing
7. Web development and UX/UI
8. Digital Marketing Planning

Teaching Methodologies

To achieve the objectives of the course, a combination of several elements is used: content presentation, video presentation, discussion of case studies, group projects and written work. The emphasis placed on this combination of activities aims to understand and apply the concepts presented.

Bibliography

Chaffey, D., & Ellis-Chadwick, F. (2016). Digital marketing: Strategy, Implementation and Practice (6e ed.). Pearson Education Limited.

Marques, V. (2014). Marketing digital 360. Leya.

Stokes, R. (2018). eMarketing: The essential guide to digital marketing. Quirk eMarketing. Open Access. (Stokes, 2018)

Strauss, J. (2016). E-marketing. Routledge.

Bibliografia complementar

Chaffey, D. (2015). Digital business and E-commerce management. Pearson Education Limited.

Kingsnorth, S. (2016). Digital marketing strategy: an integrated approach to online marketing. Kogan Page Publishers.

Kotler, P., Kartajaya, H., & Setiawan, I. (2016). Marketing 4.0: Moving from traditional to digital. John Wiley & Sons.

Marques, Vasco (2018). Redes Sociais 360. Actual Editora.

Osterwalder, A., Pigneur, Y., Bernarda, G., & Smith, A. (2015). Value proposition design. Campus Verlag.

Rogers, D. L. (2016). The digital transformation playbook: rethink your business for the digital age. Columbia University Press.

Ryan, D. (2016). Understanding digital marketing: marketing strategies for engaging the digital generation. Kogan Page Publishers.