Digital Marketing and E-Commerce

Objectives

By the end of the course students will be able to:

• Understand why there's Marketing Planning and a Digital Marketing and eCommerce planning.
• Recognize and understand the environmental variables that influence digital marketing and e-commerce activities.
• Define, explain and practically use the fundamental digital marketing concepts in well planned strategies and tactics for success, this means: connecting directly to the business objectives.
• Use analytical tools and frameworks that marketers use to conceive and execute digital marketing research and strategy.
• Understand how marketers perform the functional tasks that constitute digital marketing such as collecting marketing intelligence for successful marketing strategies.

Learning outcomes

• Recognize and understand the environmental variables that influence digital marketing and e-commerce activities.
• Define, explain and practically use the fundamental digital marketing concepts in well planned strategies and tactics for success, this means: connecting directly to the business objectives.
• Use common analytical tools and frameworks that marketers use to conceive and execute digital marketing research and strategy.
• Understand how marketers perform the functional tasks that constitute digital marketing such as collecting marketing intelligence for successful marketing strategies.
• Understand eCommerce as a Distribution tool within the Marketing Planning process.

Skills

general

• Be able to analyze and summarize.
• Be able to communicate orally and in the languages of the community.
• Be able to organize and plan.
• Be able to use information: seek, analyze, select, organize and exploit information effectively.

Specific

• Be able to analyze and understand the operation of the market and its influence on the activities of a company.
• Be able to apply market research theory and instruments to implement business strategies.
• Be able to apply theoretical knowledge, skills and communication tools to create an integrated communication strategy for an organization.
• Be able to define and implement strategies and business models with intensive ICT use, and in particular the internet, social networks and e-business systems.
• Be able to devise and deploy integrated marketing communication initiatives.
• Be able to devise and implement integrated marketing plans.
• Be able to learn and apply knowledge and skills to strategic marketing management.
• Be able to plan decisions and product management for commercial distribution channels.
• Understand and be able to convey the importance of an organization's approach to the market and customer relations.

Basic

• Students can apply their knowledge to their work or vocation in a professional manner and have competencies typically demonstrated through drafting and defending arguments and solving problems in their field of study.
• Students can communicate information, ideas, problems and solutions to both specialists and non-specialists.
• Students have demonstrated knowledge and understanding in a field of study that builds on general secondary education with the support of advanced textbooks and knowledge of the latest advances in this field of study.
• Students have developed the learning skills necessary to undertake further studies with a high degree of independent learning.
• Students have the ability to gather and interpret relevant data (usually within their field of study) in order to make judgments that include reflection on relevant social, scientific and ethical issues.

Core

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Content

Topic 1. Strategic communication as usual

1. Strategic communication planning fundamentals
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            • PR (Influencers)
      4. Medium
         1. Owned: What are they & why do we need them? control
            • E-mailing
            • Mobile (Apps & UX)
            • Organic positioning (SEO)
            • SEO Tools
            • Long tail advantages
            • …………
            • Social networks, social media & content strategy, KOL's, crisis, relationship marketing in social, community management:
            • Vertical vs horizontal social media
            • Main social networks in Spain
            • Blogs
            • …………
         2. Paid: What are they & why do we need them? Control
            • SEM Planning campaigns
            • google ads.
            • Fundamental planning strategies
         3. Earned: What are they & why do we need them? Control
            • Bloggers
            • Sharing brand posts
            • Press
            • Organic search
            • …………..
      5. The Strategy: Decisions
         1. Mission and channel architecture
         2. Persona, brand character
         3. Planning
         4. Ideas and tactics for marketing objectives through social media
         5. Strategy flow and circuits
         6. Calendar
         7. Budgeting
         8. Pre, during and post strategy control

Topic 3. E-commerce

1. The new e-consumers
2. Behavioral changes (flipped class)
3. The online POS
4. New business models
5. Evolution vs revolution
6. Products vs services
7. Benchmarking

Evaluation

Percentages expressed as part of the final grade:

• Class attendance & participation: 30% (Based on individual and group graded exercises developed during the course in class time or as homework)
• Mid-Term Exam: 20%
• Group Project Presentation: 30%
• Individual Oral Presentation: 20%

A significant amount of class time will involve discussion of lectures, case studies and current periodicals, as well as individual and group exercises that introduce and reinforce key topics. Therefore, students' participation in class is essential and it will be assessed.

Students are expected to take an active role in the class, participating in class discussions and fulfilling the required work for each session. In order to successfully meet this requirement, students should be prepared to devote significant time outside of class to reading and critical thinking. This course is fully integrated with UVic's Virtual Classroom. Students will be required to actively access and interact with resources on this platform.

The mid-term exam will be taken in-class and may consist of questions in multiple choice, short answer or short essay format.

The group presentation will require teams to work outside of class to analyze a real-world case that involves tough digital marketing and e-commerce issues. The group will then present its analysis and recommendations to the class and answer questions.

During the course, each student will also give an individual oral case presentation. This presentation will require outside research. The student must find an example of a digital marketing or e-commerce challenge faced by a company (or group of companies), and then explain how the challenge is directly linked to a topic that we have learned about in class.

Methodology

The marketing function is an essential part of almost every small or large business enterprise. Nowadays most marketers are asking themselves what's wrong with their Marketing, why isn't it working as it used to. The role of Marketing is changing in a dramatic manner. Consumers seem to react against brands that want to offer them their loyalty. How can we find new consumers and maintain the existing ones?

To be effective, senior business managers and leaders must understand how marketing activities are connected to overall organizational performance, and any professional who works within the marketing function must master that discipline's key concepts, analytical tools and processes in today's fast changing digital environment.

Marketing is a new management tool (let's not call it science) but it has already gone through several revolutions. The Digital one is happening now and we're going directly towards Marketing 4.0 or if you prefer, Personalization Marketing.

This course provides students with an introduction to the central elements of digital marketing and e-commerce management.

The primary objective of the course is to provide students who are interested in business with the introductory knowledge and skills that they will need to move into professional roles, whether in the marketing function or another discipline. At the same time, the course aims to improve the overall critical thinking and communication skills that students will need in order to succeed in any organization or field.

The course uses:

• Relevant case studies of firms involved in developing and implementing digital marketing and e-commerce strategies.
• Current articles from business newspapers, magazines, and scholarly journals to be discussed on a daily basis to motivate class participation.
• Videos, lectures and in-class exercises.

Bibliography

Reading

Teachers will provide complementary bibliography and compulsory reading throughout the course via the Virtual Campus.