The UC will allow students, at the end of the semester, to explain the importance of digital marketing and relationship marketing in the Tourism and Hospitality sector. They will be familiar with the various available techniques and will be able to select the ones that best meet the needs of each specific case.
Semestral
1. Framing the evolution of Marketing
2. Digital Marketing Trends
3. The new consumers and the online purchase decision process: MoT and Touchpoints 4. The Client's
journey and the creation of Personas
5. Strategy and Digital Marketing through the RACE conversion model
6. Integrated communication: own and third parties? digital assets
7. The choice of assets and digital tools: website, SEM, email marketing, campaigns
8. Presence in Social Media
9. Platforms in Mobile Marketing and Ecommerce
10. The mix of communication and formats: Paid, Owned and Earned Media
11. The importance of engagement for customer loyalty: repurchase, recommendation, word of mouth
12. Customer retention and value: B2C and B2B loyalty
13. Role of CRM in Organizations
14. Definition of metrics and KPIs, performance evaluation, results analysis and improvement actions.
- Know the main concepts, tools and techniques of digital and relational marketing.
- Understand the concept of digital and relational marketing applied to the value creation of for brands.
- Know and analyze the online consumer and their buying behavior.
- Develop the main aspects of digital marketing strategies.
- Choose the tools of communication, social media and own digital assets.
- Understand the importance of loyalty and consumer engagement with the brand.
- Understand the complexity of performance metrics for digital marketing actions
Mandatory
70% attendance in a process of continuous assessment in the classroom, divided into 2 specific assessment moments, in which students should perform group work presentations
Português
Não
ADOLPHO, Conrad - Os 8 P39;s do Marketing Digital. O guia estrate¿gico do marketing digital - Texto Editores, 2012.
ANDERSON, Chris ? A cauda longa. Porque e¿ que o futuro dos nego¿cios e¿ vender menos de mais produtos - Actual Editora, 2007.
Miceli, A.; Salvador, D. (2017). Planejamento de Marketing Digital. Brasil: Bras.
Pereira, F. (2016). Livro de Marketing e Comunicac¿a¿o Digital ? a internet otimizando nego¿cios. Cidadania.
Piedley, M.; Silva, E.; Feitosa, M. (2017). Marketing com Digital. Simplissimo Livros Ltda.
Yanaze, M. (2017). Gesta¿o de Marketing e Comunicac¿a¿o. Brasil: Editora Saraiva.
KOTLER, Philip Kotler, SETIAWAN, Iwan e KARTAJAYA, Hermawan - Marketing 3.0, Do produto e do consumidor ate¿ ao espi¿rito humano (Reimpressa¿o) - Actual Editora, 2011.
