Digital Marketing and Social Media (2 º Sem 2017/2018)
ECO , ECN , FIN , GES , MNG , MAEG
Program
1.Trends in Digital Marketing - Big Data; Marketing 3.0; Traditional Media vs. New Media; Creation of Integrated Campaigns; Offline alignment online; Customization of the offer; Real Time Marketing; Mobile Marketing; Re-targeting.
2. Consumer Journey: The consumer buying process and the points of contact with the brand. The ZMOT (Zero Moment of Truth) concept. A Consumer Journey according to the McKinsey model.
3. Digital Marketing Plan: From planning, to implementation.
4. The definition of objectives using the SMART methodology and the creation of people.
5. The choice of the communication mix according to the objectives:
Promotional: online content, viral marketing, email marketing, brand sponsored media; Transactional: e-commerce / point of sale / direct marketing;
Relational: eWord-of-Mouth / Digital Engagement / Social Networking / Key Opinion Leaders / User generated content;
6. Advertising in Digital Marketing: formats, specifications and metrics (CPCs, CPMs, CTRs, CPA, etc).
7. The integration of social media (foruns, blogs, vlogs and social networks)) in the marketing plan.
8. Panorama of social networks in the world and in Portugal - Facebook, Instagram, YouTube, LinkedIn, Twitter, Pinterest, Snap.
9. Monitoring, crisis management and community management
10. Definition of metrics and KPIs; Analysis of results and reporting.
2. Consumer Journey: The consumer buying process and the points of contact with the brand. The ZMOT (Zero Moment of Truth) concept. A Consumer Journey according to the McKinsey model.
3. Digital Marketing Plan: From planning, to implementation.
4. The definition of objectives using the SMART methodology and the creation of people.
5. The choice of the communication mix according to the objectives:
Promotional: online content, viral marketing, email marketing, brand sponsored media; Transactional: e-commerce / point of sale / direct marketing;
Relational: eWord-of-Mouth / Digital Engagement / Social Networking / Key Opinion Leaders / User generated content;
6. Advertising in Digital Marketing: formats, specifications and metrics (CPCs, CPMs, CTRs, CPA, etc).
7. The integration of social media (foruns, blogs, vlogs and social networks)) in the marketing plan.
8. Panorama of social networks in the world and in Portugal - Facebook, Instagram, YouTube, LinkedIn, Twitter, Pinterest, Snap.
9. Monitoring, crisis management and community management
10. Definition of metrics and KPIs; Analysis of results and reporting.