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Presentation
Presentation
This course on digital marketing aims to provide a comprehensive understanding of the academic theories and practical applications within the digital marketing landscape. Through a series of interactive discussions, case studies, and hands-on activities, students will explore the latest trends, strategies, and tools used in the digital marketing industry. The course will focus on bridging the gap between theoretical concepts and real-world market practices, equipping students with the skills to excel in the dynamic digital marketing environment.
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Class from course
Class from course
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Degree | Semesters | ECTS
Degree | Semesters | ECTS
Master Degree | Semestral | 10
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Year | Nature | Language
Year | Nature | Language
2 | Mandatory | Português
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Code
Code
ULHT6354-23345
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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
For each topic, students should read between four and five academic articles. Viral marketing Influencer marketing Digital marketing and the fashion industry Digital marketing and tourism Social media and sustainability Digital brand activism Engagement strategies in digital markets Chatbots in digital marketing Content strategies for high digital impact Live streaming shopping The role of emotions in digital communication The role of artificial intelligence in digital communication
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Objectives
Objectives
Upon completion of this course, students will be equipped with the knowledge and skills needed to navigate the digital marketing landscape. They will be able to understand the main topics discussed in digital marketing, including different research methodologies used in Digital Marketing
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Teaching methodologies
Teaching methodologies
Students will be guided to read the articles in a structured way and write a post with a summary of the articles in a shared blog. To connect theory with practice, they must work on a theoretical topic with a practical case.
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References
References
Waqas, M., Hamzah, Z. L., & Salleh, N. A. M. (2021). Customer experience with the branded content: A social media perspective. Online Information Review. Waqas, M., Salleh, N. A. M., & Hamzah, Z. L. (2021). Branded content experience in social media: Conceptualization, scale development, and validation. Journal of Interactive Marketing, 56, 106-120. Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & Marketing, 32(1), 15-27. Zhou, S., Barnes, L., McCormick, H., & Cano, M. B. (2021). Social media influencers? narrative strategies to create eWOM: A theoretical contribution. International Journal of Information Management, 59, 102293. Uzuno¿lu, E., & Kip, S. M. (2014). Brand communication through digital influencers: Leveraging blogger engagement. International journal of information management, 34(5), 592-602
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Assessment
Assessment
1. Participação em aula (33% da nota final): Envolva-se ativamente nas discussões em classe, nas atividades em grupo e assista a todas as aulas.
2. Relatórios Individuais (33% da nota final) : Cada aluno escolherá 2 artigos académicos da lista de leituras da disciplina e elaborará um relatório para cada artigo. O relatório deve abranger a questão de pesquisa, método, resultados, discussão e conclusão do artigo. Além disso, os alunos devem analisar o artigo, focando em seus tópicos mais relevantes. Cada relatório contribuirá com 25% para a nota final.
3. Estudo de Caso (33% da nota final): Em grupos de três, os alunos apresentarão um estudo de caso para uma das 12 aulas. O estudo de caso deve focar em uma situação da vida real envolvendo uma marca ou produto. O grupo fornecerá informações relevantes sobre o caso, demonstrará sua conexão com o tema da aula e analisará as razões por trás de seu sucesso ou fracasso. Um relatório e uma apresentação em classe de 20 minutos são necessários para esta avaliação. Todos os relatórios devem ser postados no blog do curso pelos alunos. O não cumprimento acarretará redução de 30% na nota.
Exame de Recurso: Elaboração de uma proposta de pesquisa em Marketing Digital, incluindo pergunta de pesquisa, justificativa da relevância da pergunta, revisão da literatura completa, proposta de metodologia detalhada. Mínimo de 6 mil palavras, máximo de 9 mil palavras. Tema obrigatoriamente um dos doze tópicos abordados no curso. Trabalho individual, deve ser inédito e entrega no formato PDF pelo Moodle.
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1. Class Participation (33% of the final grade): Actively engage in class discussions, group activities, and attend all classes.
2. Individual Reports (33% of the final grade): Each student will choose 2 academic articles from the course reading list and prepare a report for each article. The report should cover the research question, method, results, discussion, and conclusion of the article. Additionally, students must analyze the article, focusing on its most relevant topics. Each report will contribute 25% to the final grade.
3. Study Case (33% of the final grade): In groups of three, students will present a study case for one of the 12 classes. The study case should focus on a real-life situation involving a brand or product. The group will provide relevant information about the case, demonstrate its connection to the class topic, and analyze the reasons behind its success or failure. A report and a 20-minute class presentation are required for this assessment. All reports must be posted on the course blog by the students. Failure to do so will result in a 30% grade reduction.
Exam : Elaboration of a research proposal in Digital Marketing, including research question, justification of the relevance of the question, complete literature review, detailed methodology proposal. Minimum 6000 words, maximum 9000 words. Theme must be one of the twelve topics covered in the course. Individual work, must be unpublished and delivered in PDF format by Moodle.
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Mobility
Mobility
No
