Digital Marketing

Academic Year: 2016/2017 1st Term; 4th Term Instructor(s): Joana Santos Silva

Course Description: The internet, social media and technology have transformed marketing. Customers have gained power, have wider choices and are more informed than ever. On the other hand, the technological platforms have boomed and continue to grow. Due to these changes it has become mandatory for companies to adapt and become adopters of tools that consumers have already integrated in their daily lives. This course helps navigate new ways that companies can communicate, gain awareness and engage consumers. At the same, digital media can lead to new opportunities, changes in business models and market competiitiveness. These issues will be addressed throughout the course. _____________________________________________________________________________ Course Content: Topic 1: Introduction to Digital Thinking and the Digital Landscape • Context of Digital Impact:

o Consumers o Tools: Software and Hardware o Consumer Behaviour

• GAFAnomics and Digital Transformation • Strategic Planning integrating digital best practices • SOSTAC Planning Tool Topic 2: SEO and Social Media • SEO: Fundamentals and Best Practices • Paid Search and Display • Communication Strategies on Social Media Platforms • Relationship between business objectives and social media • Viral Marketing

• Crisis Management Topic 3: Mobile, Content & Inbound Marketing • Communities • The “Mutli-Screen” World • The Content Strategy Matrix • Mobile Marketing and Micromoments • Content Strategies Topic 4: Metrics • Fundamentals of Digital Metrics • KPIs and Benchmarking • RACE Model Topic 5: Digital Tranformation (DT) and Future Trends • DT • Mobile • Internet of Things (IoT)/Wearables • Augmented Reality • Big Data e Data Science _____________________________________________________________________________ Course Objectives:

- To provide an overview of the adoption and best practices in digital marketing.

- To share tools that help conceptualize digital marketing management and how it pertains

to business objectives.

- To identify market trends, opportunties and threats.

- To understand the main metrics and KPIs related to digital strategies.

- The integration of digital marketing strategies in the overall strategy of the company.

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Grading: 50% Exam 20% Individual Assignment (3 page report based on a case that will be assigned by the professor) 30% Group Work & Presentation (Strategic Digital Marketing topic. The study topic must be proposed by students and vetted by the professor. Students should prepare a written report on the topic (10 pages maximum) and will present in class (20 minutes maximum) key findings and market practices pertaining to the chosen topic. ________________________________________________________________________ Extra Costs (case studies, platforms...): Cases (Maximum €20) _____________________________________________________________________________ Bibliography:

Chaffey, D. & Ellis-Chadwick, F. (2016). Digital Marketing. 6th Edition, Pearson (recommended) _____________________________________________________________________________ Biography: PhD candidate in Business with a specialization in Strategy. MBA at Católica-Nova. Senior Director for Strategy and Advancement at CATÓLICA-LISBON where she also coordinates and lectures in Executive Programs in the fields of management, marketing, digital transformation and health management. Received the Dona Antónia Adelaide Ferreira Award, given annually to a Portuguese female who stands out for her entrepreneurial spirit and management capacity. Awarded with the Marketeer award for 3 consecutive years. Performed Research and Development, Strategic Marketing and Planning and Business Development functions in the Pharmaceutical Industry.

_____________________________________________________________________________ Contact(s) and Office hours: jpssilva@ucp.pt Office hours by appointment. _____________________________________________________________________________