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Presentation
Presentation
The course aims to introduce students to digital marketing, combining theoretical perspectives with practical and applied approaches. It seeks to familiarize them with industry best practices, covering the different channels and respective strategies. The course also aims to equip students with decision-making skills in digital marketing, particularly in the optimization and management of plans and budgets.
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Class from course
Class from course
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Degree | Semesters | ECTS
Degree | Semesters | ECTS
Bachelor | Semestral | 6
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Year | Nature | Language
Year | Nature | Language
3 | Mandatory | Português
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Code
Code
ULP1652-14507
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Prerequisites and corequisites
Prerequisites and corequisites
Not applicable
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Professional Internship
Professional Internship
Não
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Syllabus
Syllabus
1. Digital marketing a) Traditional marketing and digital marketing b) Definition c) Planning 2. Channels, Strategies and Platforms a) Social media marketing: Microblogging and other social networks b) Search Engine Marketing and Search Engine Optimisation c) Creation of websites and online shops d) E-mail marketing e) Mobile marketing f) Google Ads 3. Analysis and Metrics a) Monitoring and analysing results b) Results report: from objectives to data c) Productivity tools 4. The Digital Marketing Plan
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Objectives
Objectives
At the end of this course unit, students are expected to: Acquire a comprehensive knowledge of existing digital marketing techniques; Understand the challenges and advantages associated with the use of digital technologies in Marketing; Adapt basic Marketing knowledge to the digital context; Recognize the importance of complementarity between traditional Marketing strategies and those supported by new technologies (blended marketing); Become familiar with and be able to use the tools available in this field; Master digital marketing metrics and their use in evaluation; Understand the strategies involved in creating a Digital Marketing Plan.
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Teaching methodologies
Teaching methodologies
The course unit will be conducted through a project-based learning (PBL) methodology. This pedagogical approach is student-centered and promotes the development of skills through practical and interdisciplinary projects. Students will be challenged to solve fictitious problems inspired by real situations, applying theoretical concepts in practical contexts. The methodology also involves developing skills such as collaboration, autonomy and critical thinking, while encouraging research, creativity and decision-making, in order to prepare students for future challenges in professional contexts.
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References
References
Brunson, R. (2020). Traffic secrets: The underground playbook for filling your websites and funnels with your dream customers. Hay House Business. Ellis, S., & Brown, M. (2017). Hacking growth: How today’s fastest-growing companies drive breakout success. Crown Business. Faustino, P. (2019). Marketing digital na prática. Marcador. Hayes, M. (2024). Social media marketing decoded: Step-by-step strategies to boost your online presence, increase brand awareness, and drive engagement. Publisher not identified. Kotler, P., Kartajaya, H., & Setiawan, I. (2024). Marketing 6.0: The future is immersive. Wiley.
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Assessment
Assessment
1. Avaliação Contínua
A avaliação é contínua e inclui os seguintes elementos:
Descrição
Data limite
Ponderação
Projeto de Grupo1: Desenvolvimento de Plano de Marketing Digital para Negócio Local
02-11-2026
30%
Projeto de Grupo2: Sala de Aula Invertida
21-09-2026 a 30-11-2026
20%
Trabalho Individual: Ensaio crítico em resposta a uma problemática no domínio do Marketing Digital
Entrega a: 07-12-2026
Defesa a: 14-12-2026
30%
Participação e Assiduidade
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20%
Em avaliação contínua, os estudantes deverão comparecer a 70% das aulas.
É estabelecida uma nota mínima de 7 nos diversos elementos de avaliação.
Os/As estudantes que terminem com uma nota entre 8 e 9 valores podem ser considerados para exame oral.
2. Avaliação Final
Os/As estudantes que não tenham sucesso na avaliação contínua podem realizar exame nas épocas de avaliação definidas pela instituição.
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1. Continuous Assessment
Assessment is continuous and includes the following components:
Description
Deadline
Weighting
Group Project 1: Development of a Digital Marketing Plan for a Local Business
02-11-2026
30%
Group Project 2: Inverted Classroom
21-09-2026 a 30-11-2026
20%
Individual Project: Critical essay in response to an issue within the field of Digital Marketing
Submission Date: 07-12-2026
Presentation/Defense date: 14-12-2026
30%
Attendance and Participation
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20%
In continuous assessment, students must attend at least 70% of classes.
A minimum grade of 7 is required in each component.
Students finishing with a final grade between 8 and 9 may be considered for an oral examination.
2. Final Assessment
Students who are not successful in continuous assessment may take the final exam during the official examination periods defined by the institution.
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Mobility
Mobility
No
