Digital Marketing

Code:

2MK13

Acronym:

MDig

Keywords
Classification	Keyword
CNAEF	Marketing and Publicity

Instance: 2022/2023 - 2S

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	32	Bologna Official Syllabus	1	-	7,5	56	202,5

Teaching language

Portuguese and english

Objectives

The unit has the objective to empower students for the decision making in a digital context, in particular for the optimization and management of plans and budgets in digital marketing.

Learning outcomes and competences

After the unit we expect students to have a brief knowledge of the existing digital marketing techniques and that they are capable of searching and evaluating new digital marketing techniques. They should also master metrics in digital marketing and their use in evaluating, managing and preparation of digital marketing campaigns.

Working method

Presencial

Program

1. Introduction to digital marketing and strategy.


2. The digital consumer and new consumer generations.


3. Metrics and analytics in digital marketing


4. Planning a digital marketing campaign.


5. Campaign management and budget optimization in digital marketing.

Mandatory literature

Chaffey, D. & Ellis-Chadwick, F.; Digital Marketing: Strategy, Implementation and Practice, 6th edition, 2015
P. R. Smith; SOSTAC guide to your perfect digital marketing plan. ISBN: 979-8735658344

Comments from the literature

Chaffey, D. & Ellis-Chadwick, F. (2016). Digital Marketing: Strategy, Implementation and Practice (6th ed.). Harlow: Pearson

Smith, P. R. (2021). SOSTAC. PRSmith.org

Articles provided during the semester.

Teaching methods and learning activities

Classes will mingle the presentation of theoretical concepts and their application to real cases through the method of case study analysis. There will also be a space in the classroom for the presentation and discussion of group assignments and the sharing of the findings with the other students.

Evaluation Type

Distributed evaluation with final exam

Assessment Components

Designation	Weight (%)
Teste	30,00
Trabalho prático ou de projeto	40,00
Trabalho escrito	30,00
Total:	100,00

Amount of time allocated to each course unit

Designation	Time (hours)
Elaboração de projeto	80,00
Estudo autónomo	50,00
Frequência das aulas	56,00
Trabalho de campo	0,00
Trabalho escrito	16,50
Total:	202,50

Eligibility for exams

Students will be able to finish the course in 2 ways:

Distributed evaluation without final exam.

Final Exam.

Calculation formula of final grade

Distributed evaluation without final exam composed of (it is mandatory a minimum grade of 7 on each grading component):

- Group assignment – 40%

- Individual assignment –30%

- Individual written test – 30%

 

Final Exam (it is mandatory a minimum grade of 7 on each grading component):

- Individual written test – 50%

- Individual assignment – 50%

Classification improvement

Classification improvement is obtained through the individual written test included in the final exam.