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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
The digital marketing unit presents an academic discussion on the main topics discussed in Digital
Marketing. The course presents twelve main topics related to Marketing strategies and consumer buying
behavior in the digital environment. The topics are listed below:
- Online consumer journey
- Digital campaigns
- Brand presence is Social networks sites
- Brand Communities
- Consumer-generated content
- Electronic word of mouth
- Consumer engagement
- Branding and digital ambassadors: influencers and celebrities
- Digital Marketing Strategies
- Online Branding
- Personalization of brands
- Storytelling in the digital environment
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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 and assessment
Teaching methodologies and assessment
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
- Audrezet, A., de Kerviler, G., & Guidry Moulard, J. (2020). Authenticity under threat: When social media influencers need to go beyond self-presentation. Journal of Business Research , 117, 557 - 569.
- Belk, R. W. (2013). Extended self in a digital world. Journal of Consumer Research, 40(3), 477-500.
- Berger, J. (2014). Word of mouth and interpersonal communication: A review and directions for future research. Journal of Consumer Psychology , 24 (4), 586 - 607.
- Brown, J. O., Broderick, A. J., & Lee, N. (2007). Online Communities¿: Conceptualizing the Online Social Network. Journal of Interactive Marketing , 21 (3), 2 - 20
- Chaffey, D., & Smith, P. R. (2017). Digital marketing excellence: planning, optimizing and integrating online marketing . Taylor & Francis.
- Kozinets, R. V. (2019). Netnography: The essential guide to qualitative social media research. Sage.
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Office Hours
Office Hours
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Mobility
Mobility
Yes
