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Presentation
Presentation
The Digital Marketing module will cover the strategic use of digital technologies and strategies to promote brands, products and services. Therefore, students will be able to develop effective campaigns in the digital environment through Social Networks, Search Engines, E-mail marketing, among others.
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Class from course
Class from course
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Degree | Semesters | ECTS
Degree | Semesters | ECTS
Bachelor | Semestral | 5
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Year | Nature | Language
Year | Nature | Language
2 | Optional | Português
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Code
Code
ULP619-14507
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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. Principles of Digital Marketing. 2. Website and online presence analysis. 3. Internet and distribution channels. Business to business - B2B. Business to consumer - B2C. 4. The role of the website in digital marketing. Information technology and customer relations. 5. Technology at the service of marketing and communication. Studying the behavior of the new digital consumer. Social media marketing. 6. Advertising as a digital marketing tool. 7. Email marketing. 8. E-commerce. 9. Customer relationship management (CRM). 10. Presentation and analysis of websites and e-commerce platforms. 11. Search marketing analysis: SEM and SEO. 12. Digital Marketing Plan.
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Objectives
Objectives
The objectives of the course are: - Design, plan and implement communication and market strategies through multiplatforms. - Promote products or services using electronic distribution channels to reach consumers in a personalized, fast and efficient way, at the lowest possible cost. - Evaluate the impacts and effects of adopting the new economy, commercial transactions from virtual environments such as B2C, B2B and B2A. - Identify the tools of e-marketing and e-commerce. - Develop and execute marketing and communication planning for an online market strategy. - Design, coordinate and monitor the impact of digital marketing campaigns. - Managing brand identity, positioning and the main market segmentation criteria in a digital environment. - Creating content for the digital environment in line with consumer needs. - Planning a study of the company's products and/or services.
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Teaching methodologies
Teaching methodologies
Students will use active methodologies such as PBL - Project Based Learning - to consolidate theoretical knowledge during the final assessment, as well as practical cases in class.
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References
References
Cardoso, G. (2006). Os Media na Sociedade em Rede. Lisboa: Fundação Calouste Gulbenkian. Carrera, F. (2012). Marketing Digital na Versão 2.0 O que não pode ignorar. 2ª Edição. Lisboa: Edições Sílabo. Gulbenkian. Dias, P. (2014). Viver na Sociedade Digital. Parede: Princípia. McLuhan, M. (2008). Compreender os Meios de Comunicação: Extensões do Homem. Lisboa: Rian, D. and Jones, C. (2009) Understanding Digital Marketing. London: Kogan Page. Tapscott, D. (2008). Grown Up Digital: How the Net Generation is changing our world. EUA: McGraw Hill. Chaffey, D., & Smith, P. R. (2013). Emarketing excellence: Planning and optimising your digital marketing (4 ed.). Oxon: Routledge. Chaffey, Dave & EllisChadwick, Fiona, "Digital Marketing: Strategy, Implementation and Practice", Pearsons, 5ª Edição, Adolpho Conrado (2012), Os 8 Ps do Marketing Digital O guia estratégico de marketing digital, Texto Gestão.
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Assessment
Assessment
Os alunos serão avaliados à Unidade Curricular por via de um projeto em regime PBL em conjunto com outras UCs, bem como através de um momento de avaliação teórica (frequência) e ainda participação e exercicio práticos realizados em aula (20%).
Para aprovação à UC é necessário que o aluno realize obrigatóriamente a frequência e o projeto.
Descrição
Data limite
Ponderação
Avaliação teórica (frequência)
17-12-2024
20%
Projeto
14-01-2025
60%
A realização do projeto será em conjunto com outras UCs sendo dado aos alunos apoio na realização do mesmo em sala de aula. Neste será avaliado a aplicação dos conteúdos teóricos, artes visuais de complemento ao trabalho, estrutura e redação do trabalho (Normas APA - formatação de texto - e Referências Bibliografias).
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Mobility
Mobility
No
