Digital Marketng

Code:

CC074

Acronym:

MD

Keywords
Classification	Keyword
OFICIAL	Management

Instance: 2022/2023 - 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	33	Study plan	3	-	6	41	162

Teaching language

Portuguese

Objectives

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


• Define digital marketing strategies for specific publics and contexts;


• To know the main digital marketing techniques, their strategic use and the steps in their implementation;


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


• Provide students with critical skills to evaluate digital marketing implementation success.

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 the digital context; 


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

Working method

Presencial

Pre-requirements (prior knowledge) and co-requirements (common knowledge)

n.a.

Program

1. Digital marketing strategy

- Digital marketing principles
- Digital marketing planning

2. Digital presence optimization

- Website analysis
- Search engine optimization

3. Digital Marketing Tools

- Content marketing
- Social media marketing
- Online advertising
- e-mail marketing

 

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, combining expository techniques with practical application of the topics explored in class.

Case studies to be discussed in the classroom.

Exercises and assignments during classes, to be performed individually and in teams under the teacher supervision.

 

Evaluation Type

Distributed evaluation without final exam

Assessment Components

Designation	Weight (%)
Participação presencial	10,00
Teste	20,00
Trabalho prático ou de projeto	70,00
Total:	100,00

Amount of time allocated to each course unit

Designation	Time (hours)
Elaboração de projeto	60,00
Estudo autónomo	21,00
Frequência das aulas	46,00
Trabalho de campo	20,00
Trabalho escrito	15,00
Total:	162,00

Eligibility for exams

Students may opt for:

- Distributed evaluation without final exam.

- Final Exam.

Calculation formula of final grade

 

Distributed evaluation without final exam.

1. Participation and attendance (10%): Students should have a regular attendance to class and actively participate inthem.
2. Individual written tests (20%): Throughout the semester there will be several written tests covering the contents lectured. Students should have a minimum grade of 7 on each written test to obtain approval of the course.
3. Group assignment (30% = report + presentation + peer & self evaluation): Digital marketing plan (project).
4. Group assignment (20%): Development of an advertising campaign (project).
5. Individual assignment (20%): writing valuable and optimized content for the internet (project).

 

Final Exam:

1. Written assignment (50%): Digital marketing plan. Instrutions will be published via Moodle one month before the exam date. Delivery via Moodle 48 hours before the exam. Minimum grade of 7 to obtain approval to the course. 
2. Written exam (50%): Exam consists of open questions. Minimum grade of 7 to obtain approval to the course.

Classification improvement

Grade improvement is only possible by undertaking final exam (with two components as listed above). Final exam will correspond to 100% of the grade improvement.