Class Information Technology Marketing

Learning objectives (knowledge, skills and competences to be developed with students): Marketing management is a cross-disciplinary area of great relevance in the context of professional activity in various domains. In the area of Computer Engineering and Information Systems, the inclusion of this subject unit in the context of this 2nd cycle course is carried out with the central objective of equipping students with a set of skills in terms of analysis and strategic evaluation of markets, products and services, directly applicable to the context of your current and future professional practice: 1. Relationship management as a core activity in Marketing 2. Understanding the role of Marketing as an activity for all company employees and not just for one department 3. The importance of understanding markets (Customers) in software development, and in particular in the design and development of businesses and brands that only exist online

Not applicable

What is Marketing? The Strategic Marketing The Marketing Environment The Marketing Mix (8 Ps: Product, Price, Place, Promotion, People, Processes, Physical Evidence, Productivity) Product Marketing versus Service Marketing Marketing in the Network Society Inbound and Outbound Marketing Inbound Marketing Methodology/Marketing funnel: Outbound and Inbound actions Planning: Persona definition, business pains, keywords, competition analysis, analysis of media and communication channels, definition of the purchase journey To attract To convert List Sell Loyalty Information Technologies and Marketing: Marketing Automation, Website, CRM Alignment between Marketing and Sales: MQL and SQL Analysis and Measurement of Marketing actions: tools for defining metrics

Analysis of company cases with dynamics of discussion.

  Kotler, et al. (2008), Principles of Marketing, 5th Edition, Pearson Education Limited Kerin & Peterson (2013) Strategic Marketing Problems, 13/E, NY: Prentice Hall ESTRATÉGIAS DE MARKETING DIGITAL E E-COMMERCE: http://sandraturchi.com.br/livros/