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 course covers the foundations of Web Marketing, including key concepts, the conversion funnel, and the main digital channels. It explores the development of digital strategies through planning, personas, customer journey mapping, and branding. It focuses on SEO (keywords, on-page SEO, basic technical SEO, and off-page authority) and Content Marketing, highlighting storytelling, copywriting, and best practices for blogs and email marketing. It addresses Social Media Marketing, editorial calendar creation, and management tools. It introduces Digital Advertising in Google Ads and Meta Ads, along with essential metrics. The course also covers the creation of websites and landing pages with UX/UI best practices and WordPress, oriented toward conversion. It includes Web Analytics with GA4, KPIs, UTMs, and reporting. The curricular unit concludes with a final project integrating a digital strategy, landing page, and content plan.  
• 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., Traver, C. (2021). E-Commerce 2020–2021: Business, Technology and Society, Global Edition, Pearson, ISBN: 978- 1292343167. - Laudon, K. & Traver, C. (2017). E-Commerce 2016 (12th Edition): Business, Technology, Society. New Jersey, USA: Pearson Education. - Neto, J., Afonso, C., Amaral, I., Monteiro, D., Ramondes, J. (2016). Marketing Digital & E-Commerce, ISBN: 9789728994723, WOOK. - Adolpho, C. (2012). Os 8 Ps do Marketing Digital: O Guia Estrategico de Marketing Digital. Lisboa: Texto Editora. Torres, C. (2012), A Biblia do Marketing Digital. Sao Paulo: Novatec. - Anderson, C. (2007). A Cauda Longa: Porque e que o Futuro dos Negocios e Vender menos de mais Produtos. Lisboa: Actual Editora. - Chelba, Marcio (2010). Marketing Digital: Novas Tecnologias e Novos Modelos de Negocio. Rio de Janeiro: Livreiro Virtual. - Gabriel, Martha (2012). Marketing na Era Digital. Sao 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: creation of a landing page and a marketing plan. - Weekly exercises with immediate application. - Continuous feedback during class. This methodology ensures the development of the technical and operational skills required for the professional profile of a CTeSP.
• 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...