Public University of Navarre



Academic year: 2020/2021
International Double Bachelor's degree in Economics, Management and Business Administration at the Universidad Pública de Navarra
Course code: 176856 Subject title: DIGITAL MARKETING
Credits: 6 Type of subject: Optative Year: Period: 2º S
Department: Gestión de Empresas
Lecturers:
ARAMENDIA MUNETA, MARIA ELENA (Resp)   [Mentoring ]

Partes de este texto:

 

Module/Subject matter

Marketing/Concentration in International Business.

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General proficiencies

CG4. Oral and written communication in a foreign language.

CG8. Ability to make decisions.

CG9. Ability to work in a team.

CG13. Ability to work in diverse and multicultural environments.

CG15. Ethical commitment at work

CG23. Awareness of environmental and social issues.

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Specific proficiencies

CE02. Identify the sources of relevant economic or business information and their contents.

CE05. Issue advisory reports on specific situations of companies and markets.

CE06. Write projects on global management or on functional areas of the company.

CE12. Plan, organize and control projects in the different functional areas of the company.

CE18. Develop marketing policies that improve the knowledge of consumer needs and raise their level of satisfaction

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Learning outcomes

LO1. Analyze and assess the use of online marketing in local and global companies.

LO2. Design and evaluate a company's online internationalization strategy.

LO3. Understand the growing importance of social issues, ethics and social responsibility in marketing.

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Methodology

The six ECTS describe the student workload required to complete the course. They reflect 150 hours of student work and include lectures, teamwork, individual work, seminars and examinations. Out of the 150 hours, 60 will be in class. The remaining 90 hours of student work will used for reading and studying the materials to be discussed in class, assignments, the course project and the preparation of the exam.

Among the activities constituting the course are, therefore, lectures, practical assignments, seminars by experts, and a course project (E-Marketing project):

- In the lectures, the lecturer presents the critical concepts of the subject and proposes practical assignments to apply the concepts. 

- In practical sessions, three case studies will be discussed in small groups of students. 

- Each team will complete and present a course project. The course project is designed to advance students' understanding of e-commerce and social and ethical challenges affecting organizations.

- During the semester, one professional/expert will be invited to present a seminar on a topic related to the syllabus content.

 

Activity In class (hours) Outside of the classroom (hours)
A1 Lectures 30  
A2 Practical sessions (case studies) 10  
A3 Course project 10 22
A4 Group assignments 08 12
A5 Seminar (professional/expert) 02  
A6 Independent and private reading and study   28
A7 Individual assignments   04
A8 Examinations preparation   24
Total 60 90

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Relationship between formative activities and proficiencies/learning outcomes

Competence Activity
CG4. Oral and written communication in a foreign language. A2, A3
CG8. Ability to make decisions. A2, A3
CG9. Ability to work in a team. A2, A3, A4
CG13. Ability to work in diverse and multicultural environments. A3
CG15. Ethical commitment at work A1, A4, A6, A8
CG23. Awareness of environmental and social issues. A1, A2, A3, A4, A5, A6, A7, A8
CE02. Identify the sources of relevant economic or business information and their contents. A1, A3, A6, A8
CE05. Issue advisory reports on specific situations of companies and markets. A2, A4, A7, A8
CE06. Write projects on global management or on functional areas of the company. A3
CE12. Plan, organize and control projects in the different functional areas of the company. A3
CE18. Develop marketing policies that improve the knowledge of consumer needs and raise their level of satisfaction A1, A3, A4, A5, A6, A8

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Languages

English.

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Evaluation

Learning outcome Evaluation Weight (%) Re-examination
LO1, LO2, LO3 E1 - Written examinations on the subject matter (Knowledge, understanding and use of the subject matter) 35% (minimum grade for passing: 5/10) Yes (written exam)
LO1, LO2, LO3 E2 - Cases and in-class assignments (application of the subject matter to specific situations) 25% No
LO1, LO2, LO3 E3 - E-Marketing project 25% Yes (written exam)
LO1, LO2, LO3 E4 - In-class participation in the lectures and practical sessions (discussions of the main topics and concepts) 15% No

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Contents

Part I ¿ Introduction to E-Marketing

1. Online marketing.

2. Business models in e-marketing.

3. E-marketing and customer and supplier relationship management.

                a. Inbound marketing.

Part II ¿ E-Marketing in a Global Context

4. Online marketing and internationalization.

5. Application of e-marketing in global markets.

                a. SEO, SEM and SMO Optimization.

                b. Email and Mobile Marketing.

Part III ¿ Social, Ethic and Responsible Marketing

6. Social marketing.

7. Ethics and social responsibility in marketing.

8. Marketing of non-profit entities.

 

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Agenda

Week Session Description of the content (in class, 2h sessions) Outside of the classroom h
1 1 Presentation and introduction Reading the syllabus. Reading and studying the materials 6
1 2 Online marketing Reading and studying the materials  
2 3 Online marketing Reading and studying the materials 6
2 4 Business models in e-marketing Reading and studying the materials. Group assignments (GA)  
3 5 Business models in e-marketing Reading and studying the materials. GA and E-Marketing (EM) project 6
3 6 E-marketing and customer and supplier relationship management Reading and studying the materials. GA and EM project  
4 7 E-marketing and customer and supplier relationship management Reading and studying the materials. GA and EM project 6
4 8 Case 1 Reading and studying the materials. GA and EM project  
5 9 E-Marketing project Reading and studying the materials. GA and EM project 6
5 10 Online marketing and internationalization Reading and studying the materials. GA and EM project  
6 11 Online marketing and internationalization Reading and studying the materials. GA and EM project 6
6 12 Online marketing and internationalization Reading and studying the materials. GA and EM project  
7 13 Seminar Reading and studying the materials. GA and EM project 6
7 14 Application of e-marketing in global markets Reading and studying the materials. GA and EM project  
8 15 Application of e-marketing in global markets Reading and studying the materials. GA and EM project 6
8 16 Case 2 Reading and studying the materials. GA and EM project  
9 17 E-Marketing project Reading and studying the materials. GA and EM project 6
9 18 Social marketing Reading and studying the materials. GA and EM project  
10 19 Social marketing Reading and studying the materials. GA and EM project 6
10 20 Social marketing Reading and studying the materials. GA and EM project  
11 21 Ethics and social responsibility in marketing Reading and studying the materials. GA and EM project 6
11 22 Ethics and social responsibility in marketing Reading and studying the materials. GA and EM project  
12 23 Ethics and social responsibility in marketing Reading and studying the materials. GA and EM project 6
12 24 E-Marketing project Reading and studying the materials. GA and EM project  
13 25 Marketing of non-profit entities Reading and studying the materials. GA and EM project 6
13 26 Marketing of non-profit entities Reading and studying the materials. GA and EM project  
14 27 Marketing of non-profit entities Reading and studying the materials. GA and EM project 6
14 28 Case 3 Reading and studying the materials. GA and EM project  
15 29 E-Marketing project presentation Reading and studying the materials. EM project 6
15 30 E-Marketing project presentation Reading and studying the materials. EM project  
16 31 Exam    
16 32 Feedback    
17 33 Feedback    
17 34 Retake exam    
18 35 Feedback    
18 36 Feedback    

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Experimental practice program

N/A.

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Bibliography

Access the bibliography that your professor has requested from the Library.


Basic lecture material (PowerPoint slides) will be made available online (MiAulario).

Chaffey, D., & Ellis, F.-E. (2019). Digital Marketing: Strategy, Implementation and Practice (7th Edition). Harlow: Pearson.

Heman, C., & Burbary, Ken (2018). Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World (2nd Edition). Harlow: Pearson.

Kingnorth, S. (2019). Digital Marketing Strategy: An Integrated Approach to Online Marketing (2nd Edition). London: Kogan Page.

Kotler, P., Kartajaya, H., & Setiawan, I. (2017). Marketing 4.0: Moving from Traditional to Digital. New Jersey: John Wiley & Sons. 

Nancy R. Lee & Philip Kotler (2019). Social Marketing: Behavior Change for Social Good, 6th ed., SAGE Publications.

Page, S. (2015). Digital Neuromarketing: The Psychology of Persuasion in the Digital Age. Neuro Triggers.

Stokes, R. (2018). eMarketing: The essential guide to marketing in a digital world (6th Edition). Cape Town: Red & Yelow. 

 

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Location

Campus Arrosadia (Aulario).

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