Class Digital Marketing

This course aims to develop a critical point of view regarding how companies and brands may explore the digital environment to implement their Communication and Marketing strategies, taking into account online consumer behavior and digital advertising and communication dynamics. This course's syllabus is focused on discussing how Branding strategical and operational must consider the online context and how Communication practitioners must perceive and take into account the characteristics and possibilities of this environment.

Not applicable

Description of contents Search Content marketing Planning Online consumer behavior Branding in the digital context

The lecture sessions will be complemented with practical market cases, discussion of case studies, and presentation of the academic research perspective on the topics. For the course, the SIMBOUND simulator will be used, featuring 6 game rounds and 1 practice round. This simulator is an innovative tool for students to understand the impact of decisions in digital marketing.

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