Universidad Pública de Navarra - Nafarroako Univertsitate Publikoa
Public University of Navarre
| Course code: 172847 | Subject title: DIGITAL MARKETING | ||||
| Credits: 6 | Type of subject: Optative | Year: 4 | Period: 1º S | ||
| Department: Gestión de Empresas | |||||
| Lecturers: | |||||
| ARAMENDIA MUNETA, MARIA ELENA (Resp) [Mentoring ] | |||||
Contents
Part I - Introduction to Digital Marketing
1. Digital Marketing.
2. Business models in Digital Marketing.
3. Digital Marketing and customer and supplier relationship management.
Part II - Digital Marketing in a Global Context
4. Digital Marketing and internationalization.
5. Application of Digital Marketing in global markets.
a. SEO, SEM and SMO Optimization.
b. Email and Mobile Marketing.
Part III - Digital Marketing and Strategies
6. Social Digital Marketing tools.
7. Digital Advertisement (Display, Search and Measurement).
Learning outcomes
RA14: Understand what marketing is, its most important concepts, and its importance in organizations and the economy.
RA15: Understand the fundamentals of business strategy.
RA17: Analyze small businesses and their specific problems, as well as their management methods.
RA19: Manage and administer a company or organization, understanding its competitive and institutional position and identifying its strengths and weaknesses.
RA23: Promote improvements in production processes to increase the added value created by the company.
RA25: Use personal, social, and methodological knowledge, skills, and abilities to issue advisory reports on specific situations of companies and markets.
RA26: Analyze and solve complex business management problems by applying the knowledge, skills, and competencies acquired.
RA34: Effectively apply the knowledge, technical skills, social and organizational capacities acquired in the degree.
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 (Digital 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 | 26 | |
| 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 | 4 | 24 |
| Total | 60 | 90 |
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 |
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 |
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.