Universidad Pública de Navarra - Nafarroako Univertsitate Publikoa
Public University of Navarre
| Course code: 176856 | Subject title: DIGITAL MARKETING | ||||
| Credits: 6 | Type of subject: Optative | Year: | Period: 1º S | ||
| Department: Gestión de Empresas | |||||
| Lecturers: | |||||
| ARAMENDIA MUNETA, MARIA ELENA (Resp) [Mentoring ] | |||||
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.
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
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.
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 |
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 |
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 |
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).
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.