E-Commerce and Digital Marketing

Code:

CC062

Acronym:

CEMD

Keywords
Classification	Keyword
OFICIAL	Management

Instance: 2016/2017 - 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	25	CC - Study Plan	3	-	6	46	162

Teaching language

Portuguese

Objectives

• Understand the importance of marketing in the digital age and the consequent changes in the strategic marketing planning; 


• To know the digital marketing techniques, their strategic use and the steps in the implementation of those techniques


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


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


• Provide the students critical skills to evaluate new tools in the digital marketing

Learning outcomes and competences

Relate the concepts and apply the tools and techniques of the digital marketing; 
Implement a marketing and communication strategy applied to digital; 
Know how to develop an integrated digital marketing project using the most relevant techniques.
Search and evaluate in an autonomous way digital marketing and e-commerce tools

Working method

Presencial

Program

1-Fundamentals of digital marketing

• Marketing in the Digital Age 


• Online Buying Consumer Behavior 


• Managing customer relationships online, customer centricity and data mining 


• Marketing Research in the digital age


• The marketing mix and webmarketing

2-Digital Marketing Techniques

• Digital Media: websites, e-mailing, podcasts, newsletters, forums and blogs 


• Search Engine Marketing (SEM), Search Engine Optimization (SEO) and Search Engine Advertising (SEA)


•  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

Dave Chaffey, Fiona Ellis-Chadwick; Digital Marketing: Strategy, Implementation and Practice, Pearson, 2015. ISBN: 978-1292077611

Complementary Bibliography

Tapscott, Don & Williams, Anthony D.; Wikinomics, Quidnovi, 2010
Wertime, K., & Fenwick, I.; DigiMarketing: the essential guide to new media & digital marketing., John Wiley, 2008
Carrera Filipe; Marketing digital na versão 2.0. ISBN: 978-972-618-664-9
Adolpho Conrado; Os^8Ps do marketing digital. ISBN: 978-972-47-4495-7

Teaching methods and learning activities

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

There will be invited speakers from companies that work in the area of digital marketing and e-commerce.

Students will be stimulated to search and evaluate concepts and tools in an autonomous way.

Evaluation Type

Distributed evaluation without final exam

Assessment Components

Designation	Weight (%)
Teste	30,00
Trabalho escrito	50,00
Trabalho prático ou de projeto	20,00
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.

1. Individual written test (30%): the individual test will be in the same date of the final exam. It is necessary to obtain a minimum grade o 7 values in the written test to pass the course.

2. Group work with an integrated digital marketing plan (50% = 30% report + 20% presentation). In the end each student will evaluate their work and their colleagues (peer evaluation). The final grade of the group work is individual and will result from the work and presentation, from peer evaluation and from the instructors inputs.

3. Presentation of practical cases in class (20%): each group will receive two topics that will have to present in the beginning of the session. The topics will be distributed in the first session and the groups may choose the topic/session as soon as they have formed their group.