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IPLUSO 21880

Campaign Strategy and Planning

Digital Marketing
  • ApresentaçãoPresentation
    In an increasingly complex, volatile and noisy communication context, planning and strategy for a marketing campaign are decisive skills in determining the success of communication investments. This curricular unit presents a set of models and tools that allow students to understand the planning process and simplify decision-making from a strategic standpoint. The unit connects with other units in the course related to segmentation, consumer behaviour and digital channel management, acting as the link that integrates scattered knowledge into a coherent, measurable campaign strategy.
  • ProgramaProgramme
    Module 1 - Introduction to campaign planning and strategy Module 2 - Essential marketing models Module 3 - Classic planning tools Module 4 - Analysis of key indicators for business situation analysis Module 5 - Market and target audience segmentation Module 6 - Archetypes and personas Module 7 - Marketing strategies and market scenarios Module 8 - Integrated marketing mix Module 9 - Organisation, planning and measurement of performance indicators
  • ObjectivosObjectives
    Study in detail the different stages of defining the strategy and planning of a marketing campaign. Define each phase of the planning process. Characterise the different marketing strategies. Identify the different platforms and tools for defining and planning a marketing campaign. Enable students to plan and define a marketing strategy, applied to a real or realistic case.
  • BibliografiaBibliography
    Kotler, P., & Keller, K. L. - Marketing Management. 15th ed. Harlow: Pearson Education. Chaffey, D., & Ellis-Chadwick, F. - Digital Marketing: Strategy, Implementation and Practice. 8th ed. Harlow: Pearson Education. Kotler, P., Kartajaya, H., & Setiawan, I. - Marketing 5.0: Technology for Humanity. Hoboken: Wiley.   Bibliografia complementar (Referenciação APA) Osterwalder, A., & Pigneur, Y. - Business Model Generation. Hoboken: Wiley. Lindstrom, M. - Buyology: Truth and Lies About Why We Buy. New York: Doubleday. Smart Insights - RACE Planning Framework (recurso online, atualizado anualmente).  
  • MetodologiaMethodology
    Cooperative learning: students work in groups to achieve common goals, developing interpersonal and communication skills. Problem-based learning: students face real and relevant problems, seeking solutions together and developing various competencies in the process. Real campaign analysis: study and discussion of existing marketing campaigns, connecting theory to current market practice. Applied project: continuous development, throughout the semester, of a campaign plan for a real or realistic brand or business, presented and defended at the end of the semester.
  • LínguaLanguage
    Português
  • TipoType
    Semestral
  • ECTS
    5
  • NaturezaNature
    Mandatory
  • EstágioInternship
    Não