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Presentation
Presentation
This course introduces students to the process of developing and managing effective digital marketing communications. Students will learn how marketing has evolved to accommodate constant technological changes and show how professionals can utilize different digital marketing methods to understand, create, and communicate a brand/product. The course will provide students with theoretical knowledge and techniques to improve the quality of their digital marketing communications through planning, content creation strategies, corporate and brand image management using digital methods.
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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
ULHT168-14507
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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
Description of contents
- Search
- Content marketing
- Planning
- Online consumer behavior
- Branding in the digital context
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Objectives
Objectives
With this course, students are expected to be able to:
- create strategic content: visually appealing, following good User Experience practices and capable of attracting specific target audiences;
- architect strategic communications for social networks;
- apply the fundamentals of digital marketing, identifying and delivering innovative value propositions;
- critically evaluate search engine technology, how to attract traffic and improve your position in search engine rankings through good SEO practices;
- make data-driven decisions;
- understand online consumer behavior;
- the concepts and theories of content management across multiple channels and digital devices;
- plan, execute and report on a digital marketing campaign;
- efficiently manage customer relationships.
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Teaching methodologies and assessment
Teaching methodologies and assessment
Project-based learning.
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References
References
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Damian Ryan, “Understanding Digital Marketing: A Complete Guide to Engaging Customers and Implementing Successful Digital Campaigns”, 5th edition, 2021, KoganPage Publishing.
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Simon Kingsnorth, “Digital Marketing Strategy, an Integrated Approach to Online Marketing”, 2nd edition, 2020, KoganPage Publishing.
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Waqas, M., Hamzah, Z. L., & Salleh, N. A. M. (2021). Customer experience with the branded content: A social media perspective. Online Information Review.
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Voorveld, H. A. (2019). Brand communication in social media: A research agenda. Journal of Advertising, 48(1), 14-26.
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Office Hours
Office Hours
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Mobility
Mobility
No
