E-Commerce and Digital Marketing

Code:

CC062

Acronym:

CEMD

Keywords
Classification	Keyword
OFICIAL	Management

Instance: 2015/2016 - 1S

Active?	Yes
Responsible unit:	Department of Communication and Information Sciences
Course/CS Responsible:	Bachelor in Communication Sciences

Cycles of Study/Courses

Acronym	No. of Students	Study Plan	Curricular Years	Credits UCN	Credits ECTS	Contact hours	Total Time
CC	36	CC - Study Plan	3	-	6	46	162

Teaching language

Portuguese

Objectives

1 Understand the importance of marketing in the digital age;

2 Relate the concepts and apply the tools and techniques of the digital marketing;

3 Understand the concept of E-commerce, their evolution, distinguishing their different business models, infrastructure, and reflecting on online security and payment systems;

4 Understanding the social dimension of Electronic Commerce;

5 Understand the importance, potential business and marketing in social networks;

6 Implement a communication strategy applied to digital;

7 Know how to develop an integrated digital marketing project using the most relevant techniques.

Learning outcomes and competences

1 Understand the importance of marketing in the digital age; 

2 Relate the concepts and apply the tools and techniques of the digital marketing; 

3 Understand the concept of E-commerce, their evolution, distinguishing their different business models, infrastructure, and reflecting on online security and payment systems; 

4 Understanding the social dimension of Electronic Commerce; 

5 Understand the importance, potential business and marketing in social networks; 

6 Implement a communication strategy applied to digital; 

7 Know how to develop an integrated digital marketing project using the most relevant techniques.

Working method

Presencial

Program

1 Fundamentals of digital marketing
Marketing in the Digital Age
Online Consumer Behavior
Managing customer relationships: The networking and digital CRM
The marketing mix and web marketing
Management of electronic services.
Digital Marketing Research
Metrics monitoring and web analytics.
New trends in web marketing

2-Techniques for Digital Marketing
Search Engine Optimization (SEO)
Search Engine Marketing (SEM)
Search Engine Advertising (SEA)
Digital Media: websites, e-mailing, podcasts, newsletters, forums and blogs
Managing social networks:
facebook, google +, youtube, instagram, pinterest, twitter and linkedin
Mobile

3 - Digital Communication
Design and usability of digital media
The digital buzz
E-Content: Management of contents to digital platforms:
transmedia and storytelling.
Copywriting,
 E-PRs rooms and virtual media.
Online Video and Live Streaming
The triangle between the brand, agency, consumer
Crisis communication in the digital environment

4-  Electronic Commerce
E-commerce vs E-business
Types of E-commerce
Infrastructure for e-commerce
The online security and payment systems
Social issues in electronic commerce
Social networking - the new face of e-commerce

5 - The integrated digital marketing plan.

 

Mandatory literature

Tapscott, Don & Williams, Anthony D.; Wikinomics, Quidnovi, 2010
Wertime, K., & Fenwick, I.; DigiMarketing: the essential guide to new media & digital marketing., John Wiley, 2008

Teaching methods and learning activities

Theory and practice, using expository techniques and methodology of inductive learning. Multimedia resources used to address practical cases.

Evaluation Type

Distributed evaluation without final exam

Assessment Components

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

Amount of time allocated to each course unit

Designation	Time (hours)
Frequência das aulas	45,00
Total:	45,00

Calculation formula of final grade

Assessment without final exam.

50% - Individual written test 

50% - group work with an integrated digital marketing plan

             25% report; 25% submitting