Publication in the Diário da República: Plano 4 - 2010/2011
5 ECTS; 3º Ano, 2º Semestre, 30,0 TP + 30,0 TC , Cód. 925069.
Lecturer
(1) Docente Responsável
(2) Docente que lecciona
Prerequisites
Students must have computer equipment, portable with internet access. Office 365 or Office, Google Chrome installed and multimedia capabilities.
Objectives
Provide the students with the knowledge, tools and practices necessary for the elaboration of a Digital Marketing Plan, giving them the skills to produce this plan and put the learned knowledge into action.
Program
Introduction to Marketing
"Analog Marketing" and "Digital Marketing"
Means
Analogical (TV, Media, Public Relations)
(Sites, Newsletter, Search Engines, Social Networks, Apps, Gaming)
Brand
Brand building process Brand "eBranding"
Content
E-Content
Consumer Behaviors
Digital Customer Journey
Digital Marketing Plan
Diagnosis
SWOT Analysis
Goals
Strategic Options
Operational plan
Action plans
Review and Return
Project Definition
Company / Product / Service to Work / Rationale in Pitch
Elevator Pitch
Marketing Plan in Action
Final work
Evaluation
Evaluation Methodology
Continuous evaluation
Participation and performance evaluation in the analysis of the various practical cases provided during the classes (25%), Final Work - Presentation and Discussion (75%).
Final evaluation
Written Test (100%)
Bibliography
Teaching Method
Presential - Transmission of Theoretical and Practical Knowledge, case study analyzes, oral and written presentations.
Software used in class
Office 365 or Office, Internet BroswerStudents must have computer equipment, portable with internet access.
