Digital Marketing
- Details
- Category: Discipline
- Não
- 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.
- Semestral
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
Teste de Avaliação Global
a definir
90%
Assiduidade, pontualidade e empenho
----------
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...
- 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.
- 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;
- Mandatory
- Teaching-learning methodologies with business cases and multimedia.
- Português
- 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
- 4
- 0
- 6
- 1
- IPLUSO6375-14507
- Digital Marketing
- 14507
- 6375
- Marketing Management
