E-Commerce and Digital Marketing

Code:

CC062

Acronym:

CEMD

Keywords
Classification	Keyword
OFICIAL	Management

Instance: 2020/2021 - 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. Digital and E-commerce Business Models

- Digital Strategy

- Platforms and Websites

2. Online Marketing optimization

- SEO and UX

- Metrics and analytics

3. Digital Marketing Tools

- social media

- email marketing

- online advertising

Mandatory literature

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

Comments from the literature

Articles to be supplied during the semester

Teaching methods and learning activities

Theory and practice, using expository techniques and methodology of inductive learning.

Case studies to be discussed in the classroom

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 (%)
Participação presencial	20,00
Teste	30,00
Trabalho laboratorial	20,00
Trabalho prático ou de projeto	30,00
Total:	100,00

Amount of time allocated to each course unit

Designation	Time (hours)
Elaboração de projeto	50,00
Estudo autónomo	15,00
Frequência das aulas	46,00
Trabalho de campo	20,00
Trabalho escrito	15,00
Trabalho laboratorial	16,00
Total:	162,00

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.

1. Participation and attendance (20%): Students should have a regular attendance to class and actively participate in them throughout the semester, in particular in the days where there will be case study discussion and invited speakers.
2. Individual written tests (30%): Throughout the semester there will be several written tests covering the contents lectured. Students should have a minimum grade of 7 on the written tests to obtain approval of the course.
3. Individual assignment (20%): each student will have to obtain professional certifications in digital marketing tools (ex: Google Adwords) during the semester /the specific certifications will be announced in the first class of the semester.
4. Group assignment of a Integrated Digital Marketing Plan (30% = report + presentation). At the end of the semester each student will evaluate their work as well as their colleagues (peer evaluation). The final grade will be individual and will result from the report, presentation, peer evaluation and the teacher’s inputs.

 

Final Exam:

1. Development of a digital marketing plan, which will be placed in Moodle one week before the exam date and that will have to be submitted in the exam data.
2. Written exam which will consist of questions about the theoretical concepts and also practical questions from any of the case studies analysed in class.

NOTA: In case the student will do the exam for improvement of the grade, the exam will be worth 100%.