ISLA IPGT 14881

Web Marketing

• ApresentaçãoPresentation

  The curricular unit Web Marketing introduces the fundamental principles, strategies, and tools of web-oriented digital marketing. In a context where organizations increasingly rely on their digital presence, this course prepares students to plan, implement, and optimize digital marketing actions that address real business challenges. Key areas such as SEO, Content Marketing, Social Media, Digital Advertising, Data Analytics, and Landing Pages are explored, always from a practical and applied perspective. This course is integrated into the study program as an essential component for developing professional skills in Digital Communication, Online Marketing, Digital Platform Management, and operational support for e-commerce teams.
• ProgramaProgramme

  The curricular unit addresses the essential principles of Web Marketing within the digital economy, presenting key concepts, online presence models, and the role of digital channels in organizational strategy. It covers core elements of digital strategy such as planning, personas, customer journey, and the conversion funnel. The unit introduces SEO across its on-page, technical, and off-page dimensions, along with Web-oriented content marketing practices. It also examines major social media platforms, content creation and management, and introductory concepts of digital advertising (Google Ads and Meta Ads). Additionally, it includes the development and optimization of websites and landing pages in WordPress, focusing on user experience and conversion. Finally, it presents the fundamentals of Web Analytics (GA4, metrics, KPIs, UTMs) for monitoring and evaluating digital performance.
• ObjectivosObjectives

  - Understand the fundamentals of Web Marketing and the Conversion Funnel. - Explain the principles of SEO, SEM, content marketing, and social media marketing. - Identify quality criteria for websites and landing pages. - Know the essential metrics and KPIs in the digital context. - Create optimized Web content (text, image, copywriting). - Configure and analyze data in Google Analytics 4 and UTM tracking. - Build simple and effective Web pages using WordPress. - Implement basic strategies for generating organic and paid traffic. - Plan an integrated digital strategy for a brand/project. - Critically evaluate websites and digital presences according to UX and marketing best practices. - Execute a real or simulated Web Marketing mini-project using current tools. - Work collaboratively, manage tasks, and present results
• BibliografiaBibliography

  - Laudon, K. C., & Traver, C. G. (2021). E-Commerce 2020/2021: Business, Technology and Society (Global Edition). Pearson. ISBN 978-1292343167. - Laudon, K. C., & Traver, C. G. (2017). E-Commerce 2016: Business, Technology, Society (12th ed.). Pearson Education. - Neto, J., Afonso, C., Amaral, I., Monteiro, D., & Ramondes, J. (2016). Marketing Digital & E-Commerce. Wook. ISBN 978-9728994723. - Adolpho, C. (2012). Os 8 Ps do Marketing Digital: O Guia Estratégico de Marketing Digital. Lisboa: Texto Editora. - Torres, C. (2012). A Bíblia do Marketing Digital. São Paulo: Novatec. - Anderson, C. (2007). A Cauda Longa: Porque é que o Futuro dos Negócios é Vender Menos de Mais Produtos. Lisboa: Actual Editora. - Chelba, M. (2010). Marketing Digital: Novas Tecnologias e Novos Modelos de Negócio. Rio de Janeiro: Livreiro Virtual. - Gabriel, M. (2012). Marketing na Era Digital. São Paulo: Novatec.  
• MetodologiaMethodology

  - Theoretical–practical classes: presentation of concepts, guided discussion and demonstrations. - Practical laboratory classes: use of tools (WordPress, GA4, ad simulators). - Project-based learning: development of a landing page and a marketing plan. - Weekly hands-on exercises with immediate application. - Continuous in-class feedback. These methods ensure the development of technical and operational skills aligned with the professional profile expected in a CTeSP programme.
• LínguaLanguage

  Português
• TipoType

  Semestral
• ECTS

  6
• 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
  Trabalho de Grupo	A meio do semestre	40%
  Projeto Individual	Final do semestre	50%
  Assiduidade e participação		10%

   

  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...