Web Marketing and Eletronic Commerce

Code:

2MK12

Acronym:

WMCE

Keywords
Classification	Keyword
OFICIAL	Management Studies

Instance: 2013/2014 - 1S (of 09-09-2013 to 20-12-2013)

Active?	Yes
Responsible unit:	Management
Course/CS Responsible:	Master in Marketing

Cycles of Study/Courses

Acronym	No. of Students	Study Plan	Curricular Years	Credits UCN	Credits ECTS	Contact hours	Total Time
MARKT	25	Bologna Official Syllabus	2	-	7,5	56	202,5

Teaching language

Portuguese

Objectives

Present and discuss web marketing and e-commerce basic conceptual tools.

Learning outcomes and competences

Students are expected to design and implement a markerting strategy in a digital environment.

Working method

Presencial

Program

Marketing Mix and theInternet

Culture of Convergence

E-tools promoting engagement with consumers

E-commerce

Integrated e-marketing plan

Mandatory literature

Kotler, G. Armstrong, J. Saunders, e V. Wong ; Principles of Marketing – 4th edition, Financial Times/Prentice-Hall Inc., 2005
Strauss, J., El-Ansary, A.e Frost, R.; e-Marketing, Pearson Education, 2006
Jenkins, H.; Convergence Culture: Where Old and New Media Collide., NYU Press , 2006. ISBN: 978-0814742815

Complementary Bibliography

Anderson, C.; The Long Tail (A Cauda Longa), Random House/Hyperion (Actual Editora), 2006 (2007)
Tapscott, D. e Williams, A.; Wikinomics, Atlantic Books, 2008
Peppers, D.; Rogers, M. e Dorf, B.; One-to-One Field Book, Capstone Publishing Limited, 1999

Teaching methods and learning activities

The course includes a combination of theoretical concepts and case studies discussion.

Evaluation Type

Distributed evaluation without final exam

Assessment Components

Designation	Weight (%)
Teste	50,00
Trabalho escrito	50,00
Total:	100,00

Calculation formula of final grade

Evaluation includes: Team work presentations: 50%;Test: 50%. The classification in the test must be 8 or more in order to successfully complete the course

Observations

Maximum students: 50