ISLA IPGT 22359

E-Commerce and Digital Marketing

• ApresentaçãoPresentation

  This discipline is situated at the intersection of marketing, technology, and digital management, addressing e-commerce and digital marketing as fundamental pillars of today's economy. It focuses on e-commerce models, online consumer behavior, social media, SEO/SEM, data protection, and digital infrastructure. It is essential for preparing students for increasingly digital professional contexts, where practical and strategic skills are crucial.
• ProgramaProgramme

  Fundamental concepts in the digital economy. 1. Digital economy. 2. E-commerce. 3. E-commerce vs. E-business 4. Types of E-commerce. 5. Infrastructure for e-commerce. 6. Online security and payment systems. 7. Social issues in e-commerce. 8. Social networks - the new face of e-commerce. 9. Marketing in the digital age. 10. Online consumer behavior. 11. Customer Relationship Management: Networking and digital CRM. 12. The marketing mix and webmarketing. 13. Management of electronic services. 14. Web monitoring and analytics metrics. Digital Marketing Techniques 15. Search Engine Optimization (SEO). 16. Search Engine Marketing (SEM). 17. Search Engine Advertising (SEA). 18. Digital media: websites, emailing, podcasts, newsletters, forums, and blogs. 19. Social media management: Facebook, Google+, YouTube. 20. Protection of Personal Data in E-commerce.
• ObjectivosObjectives

  - Provide students with knowledge of the various structures and types of transactions by electronic means, as well as the benefits to organizations, consumers and society and the impact on business. - Prepare for the strategic use of the internet as a tool for developing new business models and behavior. - Understand the importance of the digital age in marketing and the resulting changes in strategic marketing planning. Make known the various digital marketing techniques, their strategic use and the steps in operationalizing these same techniques. - Understand the concept of E-commerce, its evolution, distinguishing its different business models, infrastructures, and reflecting on online security and payment systems. - Understand the importance, business potential and social media marketing. Provide students with critical ability to evaluate new digital marketing tools
• BibliografiaBibliography

  - Amaral, I., Monteiro, D., Ramondes, J., Marketing Digital & E-Commerce, ISBN: 9789728994723, WOOK, 2016. - Antunes, L., Pôr em Prática o RPGD ? O que muda para nós? E para as organizações?, FCA, 2018. - Dave Chaffey, Fiona Ellis-Chadwick; Marketing Digital: Estratégia, Implementação e Prática, Pearson, 2015. ISBN: 978-1292077611, 2015. - Comércio electrónico 2014 ? negócios, tecnologia, sociedade? décima edição, Kenneth C. Laudon, Carol Guercio Traver, isbn? 978-1-292-00909-4, 2014 - Rocha M. L., Marques A. M. e Bernardo A. L., ?Guia da Lei do Comércio Electrónico? Editora Centro Atlântico, 2004. - Lewis, J. P. (2011) Planeamento, programação e controlo de projetos: o guia prático definitivo para entregar projetos dentro do prazo e do orçamento, 5ª ed. ed., Nova Iorque: McGraw-Hill Professional; Londres: McGraw-Hill, 2011. - Gestão Moderna de Projectos - Melhores Técnicas e Práticas, António Miguel, - 7ª Ed. nº e Aum., Edição 2013, ISBN: 978-972-722-766-2, Editora: FCA, 2013.
• MetodologiaMethodology

  The UC is structured in two main components, which complement each other: theoretical and expository classes and practical and experimental classes. Theoretical classes explore the defined syllabus, and students are invited to actively participate in the classes. In the practical classes, works are proposed for the application of the knowledge acquired in the theoretical classes, as well as the presentation of papers/studies by students. Assessment methodology: Students choose between Continuous Assessment (1) or Final Assessment (2). 1. Continuous Assessment: - Practical work; 100%; 2. Final Assessment: - Comprehensive Theoretical-Practical Assessment Test (GAT); 100%; All students who have not successfully completed the assessment can take a final theoretical-practical exam at the time of assessment defined by the institution.
• LínguaLanguage

  Português
• TipoType

  Semestral
• ECTS

  4
• NaturezaNature

  Mandatory
• EstágioInternship

  Não
• AvaliaçãoEvaluation

  Descrição dos instrumentos de avaliação (individuais e de grupo), testes, trabalhos práticos, relatórios, projetos... respetivas datas de entrega/apresentação... e ponderação na nota final.
   

  Exemplo:
   

  Descrição	Data limite	Ponderação
  Avaliação Contínua: Trabalhos Teóricos de Grupo	31-05-2026	50%
  Avaliação Contínua: Trabalhos Práticos de Grupo	Último dia de aulas	50%

  
  Avaliação Final:
  
  Os estudantes que não tenham sucesso na avaliação curricular podem realizar exames teórico-práticos nas épocas de avaliação definidas pela instituição.