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Presentation
Presentation
This course aims to develop a critical point of view regarding how companies and brands may explore the digital environment to implement their Communication and Marketing strategies, taking into account online consumer behavior and digital advertising and communication dynamics. This course's syllabus is focused on discussing how Branding strategical and operational must consider the online context and how Communication practitioners must perceive and take into account the characteristics and possibilities of this environment.
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Class from course
Class from course
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Degree | Semesters | ECTS
Degree | Semesters | ECTS
Master Degree | Semestral | 6
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Year | Nature | Language
Year | Nature | Language
1 | Mandatory | Português
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Code
Code
ULHT6354-14507
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Prerequisites and corequisites
Prerequisites and corequisites
Not applicable
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Professional Internship
Professional Internship
Não
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Syllabus
Syllabus
Description of contents Search Content marketing Planning Online consumer behavior Branding in the digital context
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Objectives
Objectives
It is expected that at the end of this course, the student will have a clear perception of the main lines of research in digital marketing and develop a critical view of the methods and concepts related to contemporary discussions on digital marketing. For each topic, the main topics discussed in the academic marketing literature will be presented, offering an overview of contemporary discussions on the topic. Following the academic articles' discussion, which presents a theoretical framework for each topic, case studies are discussed to showcase how digital Communication and Marketing strategies are present in the market.
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Teaching methodologies
Teaching methodologies
The lecture sessions will be complemented with practical market cases, discussion of case studies, and presentation of the academic research perspective on the topics. For the course, the SIMBOUND simulator will be used, featuring 6 game rounds and 1 practice round. This simulator is an innovative tool for students to understand the impact of decisions in digital marketing.
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References
References
Cardoso, G. (2006). Os Media na Sociedade em Rede. Lisboa: Fundação Calouste Gulbenkian. Carrera, F. (2012). Marketing Digital na Versão 2.0 O que não pode ignorar. 2ª Edição. Lisboa: Edições Sílabo. Gulbenkian. Dias, P. (2014). Viver na Sociedade Digital. Parede: Princípia. McLuhan, M. (2008). Compreender os Meios de Comunicação: Extensões do Homem. Lisboa: Rian, D. and Jones, C. (2009) Understanding Digital Marketing. London: Kogan Page. Tapscott, D. (2008). Grown Up Digital: How the Net Generation is changing our world. EUA: McGraw Hill. Chaffey, D., & Smith, P. R. (2013). Emarketing excellence: Planning and optimising your digital marketing (4 ed.). Oxon: Routledge. Chaffey, Dave & EllisChadwick, Fiona, "Digital Marketing: Strategy, Implementation and Practice", Pearsons, 5ª Edição, Adolpho Conrado (2012), Os 8 Ps do Marketing Digital O guia estratégico de marketing digital, Texto Gestão.
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Assessment
Assessment
Plano de Marketing Digital para uma marca (individual) - 33%
Proposta Storytelling (dupla) - 33%
Simulador SIMBOUND (grupo) - 33%
Exame de Recurso: Para o exame de recurso, o aluno deverá realizar uma proposta de pesquisa no formato acadêmico. É obrigatório incluir pergunta de pesquisa, revisão da literatura completa, proposta de metodologia. O trabalho deverá incluir ao menos 30 citações acadêmicas (artigos, teses e livros revisados por pares) e ter entre 6.500 e 10 mil palavras.
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Mobility
Mobility
No
