Public University of Navarre



Academic year: 2022/2023 | Previous academic years:  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 ] GOMEZ CAMARA, IRENE   [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
Assessment
activity
Weight (%) It allows resitting exam Minimum
required grade
LO1, LO2, LO3 E1. Written exam on the subject matter (knowledge, understanding and use of the subject) 35% (minimum grade for passing: 5/10 Yes (written exam)  
LO1, LO2, LO3 E2. Cases and in-class assignments (applications of the subject matter to specific situations) 25% No  
LO1, LO2, LO3 E3. Digital Marketing Project 25% Yes (written exam)  
LO1, LO2, LO3 E4. In-class participations in the lectures and practical sessiona 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 Digital marketing Reading and studying the materials  
2 3 Digital marketing Reading and studying the materials 6
2 4 Business models in digital marketing Reading and studying the materials. Group assignments (GA)  
3 5 Business models in digital marketing Reading and studying the materials. GA and Digital marketing (DM) project 6
3 6 Digital marketing and customer and supplier relationship management Reading and studying the materials. GA and DM project  
4 7 Digital marketing and customer and supplier relationship management Reading and studying the materials. GA and DM project 6
4 8 Case 1 Reading and studying the materials. GA and DM project  
5 9 Digital marketing project Reading and studying the materials. GA and DM project 6
5 10 Digital marketing and internationalization Reading and studying the materials. GA and DM project  
6 11 Digital marketing and internationalization Reading and studying the materials. GA and DM project 6
6 12 Practical session Reading and studying the materials. GA and DM project  
7 13 Seminar Reading and studying the materials. GA and DM project 6
7 14 Application of digital marketing in global markets Reading and studying the materials. GA and DM project  
8 15 Application of digital marketing in global markets Reading and studying the materials. GA and DM project 6
8 16 Case 2 Reading and studying the materials. GA and DM project  
9 17 Digital marketing project Reading and studying the materials. GA and DM project 6
9 18 Social digital marketing and tools Reading and studying the materials. GA and DM project  
10 19 Social digital marketing and tools Reading and studying the materials. GA and DM project 6
10 20 Practical session Reading and studying the materials. GA and DM project  
11 21 Digital advertisement Reading and studying the materials. GA and DM project 6
11 22 Digital advertisement Reading and studying the materials. GA and DM project  
12 23 Case 3 Reading and studying the materials. GA and DM project 6
12 24 Digital marketing project Reading and studying the materials. GA and DM project  
13 25 Digital advertisement Reading and studying the materials. GA and DM project 6
13 26 Digital advertisement Reading and studying the materials. GA and DM project  
15 27 Digital marketing project presentation Reading and studying the materials. DM project 6
15 28 Digital marketing project presentation Reading and studying the materials. DM project  
16 29 Exam    
17 30 Resitting exam    

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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 :

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

Chaffey, D. & Smith, P. R. (2017). Digital marketing excellence: planning, optimizing and integrating digital (5th Ed.). Oxon: Routledge

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

Hootsuite. Social Marketing.

 

Complementary:

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 Digital 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. 

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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