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Presentation
Presentation
The course Information Technology Marketing introduces the principles and practices of marketing applied to the IT sector. It focuses on market analysis, strategic planning, and the implementation of marketing actions adapted to digital products, services, and solutions. The aim is to develop managerial, communication, and planning skills directly applicable to software, digital platforms, and online business contexts.
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Class from course
Class from course
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Degree | Semesters | ECTS
Degree | Semesters | ECTS
Master Degree | Semestral | 7
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Year | Nature | Language
Year | Nature | Language
1 | Optional | Português
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Code
Code
ULHT457-8850
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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
Fundamentals of Marketing and Strategic Marketing Marketing Environment and Marketing Mix (7 Ps) Product Marketing vs. Service Marketing Digital Marketing in the Network Society (Inbound and Outbound) Marketing Planning: persona, customer journey, competition, communication channels Customer Journey stages: attract, convert, engage, sell, and retain Marketing Technologies: automation, CRM, websites Marketing and Sales Alignment (MQL, SQL) Metrics and performance analysis of marketing actions Emerging technologies and technological foresight (AI, IoT, AR/VR, Society 5.0)
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Objectives
Objectives
By the end of the course, students should be able to: 1. Translate technical language into business language understandable by clients and stakeholders. 2. Understand the usability and strategic value of IT products and services in the customer's business context. 3. Analyse the IT ecosystem and the customer value delivery chain. 4. Develop marketing strategies aligned with business goals.
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Teaching methodologies
Teaching methodologies
Case studies of companies with discussion dynamics (debates, individual essays, practical projects). The course adopts active methodologies that promote autonomy, critical thinking, and the practical application of concepts.
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References
References
Kotler, P., Armstrong, G., Balasubramanian, S., (2024). Principles of Marketing - Global Edition , 19th ed., Pearson Education Kotler, P., Keller, K. L., Chernev, A., (2026). Marketing Management - Global Edition , 17th ed., Pearson Education Wheelen, T. L., Hunger, J. D., Hoffman, A. N., Bamford, C. E. (2024). Strategic Management and Business Policy: Globalization, Innovation, and Sustainability, 16th Edition, New Jersey, Pearson Education
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Assessment
Assessment
Descrição / description Data / date Ponderação / weighting Projeto individual com apresentação e discussão oral / Individual project with presentation and oral discussion Moodle 60% Participação, exercícios em aula e fórum de discussão / Classes participation, exercises & discussion forum Moodle 30% Ensaio de 1 página / One page essay Moodle 10% Nos momentos de apresentação, não são permitidos quaisquer meios de apoio (papel ou telemóvel) - apenas o suporte usado para apresentar o trablaho é permitido (apresentação em Powerpoint ou qualquer outro formato).
A calendarização dos diversos momentos de avaliação será disponibilizada no Moodle.
Uma classificação inferior a 9,5 valores no projeto individual, ou na participação nas aulas e fórum, obriga a exame de recurso.
Em exame de recurso :
- Os alunos realizarão um exame que corresponderá a 100% da classificação final (nota mínima de aprovação de 9,5 valores).
Adicionalmente poderão ser incluídas informações gerais, como por exemplo, referência ao tipo de acompanhamento a prestar ao estudante na realização dos trabalhos; referências bibliográficas e websites úteis; indicações para a redação de trabalho escrito...
EN
During presentations, no support (paper or cell phone) is permitted - only the support used to present the work is permitted (PowerPoint presentation or any other format).
The schedule for the various assessments will be available on Moodle.
A grade lower than 8.5 points on the individual project, or on class and forum participation, will require a retake exam.
For the retake exam:
- Students will take an exam that will be worth 100% of their final grade (minimum passing grade of 9.5 points).
General information may also be included, such as references to the type of support provided to the student during the work; bibliographical references and useful websites; guidelines for writing written work, etc.
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Mobility
Mobility
No
