ISLA IPGT 14507

Digital Marketing

• ApresentaçãoPresentation

  This course aims to provide students with knowledge and mastery of the basic and transversal concepts of Digital Marketing.   To enable students, in a working context, to apply Digital Marketing techniques in the creation and development of products or services in companies.   Understand the conceptual framework of Digital Marketing and its importance.   Analyze the importance of Digital Marketing for companies in the current global context.   Prepare students for an understanding of Digital Marketing channels and to develop successful marketing campaigns using the numerous online and mobile platforms.
• ProgramaProgramme

  Theoretical classes: Presentation and discussion of concepts and theories within the following topics:   Principles of Digital Marketing   Technology at the service of Marketing and Communication   Digital Platform Marketing   The Digital Consumer   Marketing in Social Media   Digital Marketing Metrics   Digital Marketing Plan   Theoretical-practical classes: 1. Practical application of the theoretical knowledge acquired in Marketing in its different stages.   2. Preparation of practical work in class.
• ObjectivosObjectives

  To provide students with learning about all aspects of Digital Marketing, in order to enhance the use of new digital technologies available in marketing;   To design, plan and implement communication and market strategies through multi-platforms.   Promote products or services through the use of electronic distribution channels to reach consumers in a personalized, fast and efficient way, with the lowest possible cost;   Identify the tools of emarketing and ecommerce;   Apply the information and communication management tools, creating an interactive relationship, focused on consumer needs;   Develop and execute the marketing and communication planning of an online market strategy;   Develop, coordinate and monitor the impact of digital marketing campaigns;
• BibliografiaBibliography

  Adolpho, Conrado. Os 8 Ps do Marketing Digital - O guia estratégico de marketing digital, Texto Gestão, 2012   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.   Castells, M. (2002). A Era da Informação: Economia, Sociedade e Cultura, Vol. 1: A Sociedade em Rede, Lisboa: Fundação Calouste Gulbenkian.   Chaffey, D., & Smith, P. R. (2013). Emarketing excellence: Planning and optimising your digital marketing (4 ed.). Oxon: Routledge.    Chaffey, Dave & Ellis-Chadwick, Fiona, "Digital Marketing: Strategy, Implementation and Practice", Pearsons, 5ª Edição, 2012   Dias, P. (2014). Viver na Sociedade Digital. Parede: Princípia.   Dionisio, Pedro, Canhoto, Rogerio et al, "B-Mercator - Blended Marketing", Lisboa, Editora D. Quixote, 2009   Marques, Vasco;Marketing Digital 360, Actual Editora, 2015. ISBN: 9789896940683
• MetodologiaMethodology

  Teaching methodology: Theoretical classes - Expositive and interrogative method. Individual and group work. Presentations and discussion - Active and participatory method. Evaluation methodology: a) Curricular Evaluation (according to the Pedagogical Regulation of the CTeSP) Global Assessment Test (GAT) (45% minimum score 7) Realization and presentation of an group work (45%, minimum score 7) Attendance and Attitudes (10%) Global Assessment Test - Last lesson. Presentation and defense of the Works: Penultimate lesson b) Final Evaluation All students will be entitled to a final exam, to be held in an evaluation season. Observations: - No oral exams will be taken in this Curriculum Unit.
• LínguaLanguage

  Português
• TipoType

  Semestral
• ECTS

  5
• NaturezaNature

  Mandatory
• EstágioInternship

  Não