Digital Marketing

Category: Discipline
  • 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. Gulbenkian. Dias, P. (2014). Viver na Sociedade Digital. Parede: Princípia. McLuhan, M. (2008). Compreender os Meios de Comunicação: Extensões do Homem. Lisboa: Rian, D. and Jones, C. (2009) Understanding Digital Marketing. London: Kogan Page. Tapscott, D. (2008). Grown Up Digital: How the Net Generation is changing our world. EUA: McGraw Hill. Chaffey, D., & Smith, P. R. (2013). Emarketing excellence: Planning and optimising your digital marketing (4 ed.). Oxon: Routledge. Chaffey, Dave & EllisChadwick, Fiona, "Digital Marketing: Strategy, Implementation and Practice", Pearsons, 5ª Edição, Adolpho Conrado (2012), Os 8 Ps do Marketing Digital O guia estratégico de marketing digital, Texto Gestão.
  • Digital Marketing and Electronic Commerce
  • 6013
  • 14507
  • Digital Marketing
  • ISLA Santarém6013-14507
  • 2
  • 5
  • 0
  • 25
  • Não
  • Português
  • Students will use active methodologies such as PBL - Project Based Learning - to consolidate theoretical knowledge during the final assessment, as well as practical cases in class. 
  • Mandatory
  • The objectives of the course are: - Design, plan and implement communication and market strategies through multiplatforms. - Promote products or services using electronic distribution channels to reach consumers in a personalized, fast and efficient way, at the lowest possible cost. - Evaluate the impacts and effects of adopting the new economy, commercial transactions from virtual environments such as B2C, B2B and B2A. - Identify the tools of e-marketing and e-commerce. - Develop and execute marketing and communication planning for an online market strategy. - Design, coordinate and monitor the impact of digital marketing campaigns. - Managing brand identity, positioning and the main market segmentation criteria in a digital environment. - Creating content for the digital environment in line with consumer needs. - Planning a study of the company's products and/or services.
  • 1. Principles of Digital Marketing. 2. Website and online presence analysis. 3. Internet and distribution channels. Business to business - B2B. Business to consumer - B2C. 4. The role of the website in digital marketing. Information technology and customer relations. 5. Technology at the service of marketing and communication. Studying the behavior of the new digital consumer. Social media marketing. 6. Advertising as a digital marketing tool. 7. Email marketing. 8. E-commerce. 9. Customer relationship management (CRM). 10. Presentation and analysis of websites and e-commerce platforms. 11. Search marketing analysis: SEM and SEO. 12. Digital Marketing Plan.

  • Os alunos serão avaliados à Unidade Curricular por via de um projeto em regime PBL em conjunto com outras UCs, bem como através de um momento de avaliação teórica (frequência) e ainda participação e exercicio práticos realizados em aula (20%). 

    Para aprovação à UC é necessário que o aluno realize obrigatóriamente a frequência e o projeto. 
     

    Descrição

    Data limite

    Ponderação

    Avaliação teórica (frequência)

    17-12-2024

    20%

    Projeto

    14-01-2025

    60%

    Assiduidade e participação nas atividades propostas em aula

     

    A realização do projeto será em conjunto com outras UCs sendo dado aos alunos apoio na realização do mesmo em sala de aula. Neste será avaliado a aplicação dos conteúdos teóricos, artes visuais de complemento ao trabalho, estrutura e redação do trabalho (Normas APA - formatação de texto - e Referências Bibliografias).

     
  • Semestral
  • The Digital Marketing module will cover the strategic use of digital technologies and strategies to promote brands, products and services. Therefore, students will be able to develop effective campaigns in the digital environment through Social Networks, Search Engines, E-mail marketing, among others.

Introduction to Tourism

Category: Discipline
  • - Cunha, L. (2013). Economia e Política do Turismo. 3ª Edição. Lisboa: Lidel - Cunha, L., Abrantes, A. (2019). Introdução ao Turismo. 6ª Edição. Lisboa: Lidel. - Fletcher, J., Fyall, A.; Gilbert, D., Wanhill, S. (2018). Tourism – principles and practice. (6th ed.). London, England: Perason. - Page, S. P., & Connell, J. (2020). Tourism A Modern Synthesis (5th ed.). Andover, UK: Routledge - Sharpley, R., & Stone, P. R. (2018). Tourism and Development: Concepts and Issues. Channel View Publications.  
  • Tourism Management
  • 2198
  • 520
  • Introduction to Tourism
  • ISLA Santarém2198-520
  • 1
  • 5
  • 0
  • 25
  • Não
  • Português
  • Presencial: 1. theoretical-practical teaching: Presentation of concepts and discussion of programme contents. 2. Laboratory practice: Technical visits to tourist destinations to observe and understand the tourist industry in situ; Field research in tourist destinations; Critical analysis of case studies related to the tourist phenomenon and classroom debates. 3. Simulated practice: The practical sessions will focus on Project and Problem-Based Learning (PBL), where real scenarios will be discussed and students will be encouraged to propose solutions and projects in groups, applying the fundamental concepts exposed and developing practical skills,   Autonomous: 4. Consolidation of the content taught in class by researching additional information on the different topics covered and developing additional work related to solving concrete problems and group dynamics.
  • Mandatory
  • O1. Understand and define the fundamental concepts associated with tourism, analyse the historical evolution of tourism and identify the multidisciplinary nature of tourism; O2. Know the forms, characteristics and factors of tourist demand, and understand the motivations and profile of the new tourist consumer; O3. Understand the concept of tourist offer and explore the tourist activities and businesses that combine to create a complete tourist experience; O4. Identify the importance of statistical sources and indicators to evaluate the tourism market and understand trends and patterns in the tourism sector. O5. Identify and analyse the impacts of tourism and discuss the concept of sustainable tourism.
  • 1. The conceptualization of tourism 1.1. Fundamental concepts associated with tourism 1.2. The historical evolution of tourism 1.3. Classifications and types of tourism 2. Tourism demand 2.1. Definition and forms of tourism demand 2.2. Characteristics and determining factors 2.3. Motivations associated with tourism demand 2.4. Tourism consumption and the profile of the new tourism consumer 3. Tourism supply 3.1. Definition, characteristics, and components 3.2. Tourism activities (businesses) 4. Tourism information sources 4.1. Statistical sources 4.2. Indicators of tourism demand and supply 4.3. Statistical evaluation measures 5. The impacts of tourism 5.1. Economic, socio-cultural, and environmental impacts 5.2. Tourism and sustainability

  • Descrição

    Data limite

    Ponderação
    Teste de Avaliação 19-01-2026 50%
    Trabalho Individual e Apresentação Oral 10-11-2025 20%
    Participação em Sala de Aula (Exercícios) Ao longo do Semestre 20%
    Aula Aberta Outubro 10%

    * A redação e apresentação deve seguir as normas de elaboração dos trabalhos acadêmicos do ISLA Santarém.
  • Semestral
  • The course Introduction to Tourism aims to provide a solid understanding of the fundamental concepts of the tourism sector, focusing on the structure and functioning of the hospitality industry at both national and international levels. Tourism, as a multifaceted activity, involves destination management, product development, and services related to leisure and hospitality. Within the TESP study program, this course is essential in preparing students with the theoretical and practical foundations needed for future interventions, such as internships and projects. The knowledge gained in this unit will enable students to analyze the tourism market and understand the relationship between supply, demand, and key stakeholders in the sector. The course also promotes the development of practical skills, such as problem-solving and teamwork, by applying Project-Based Learning (PBL) methodology.

E-commerce

Category: Discipline
  • Dave Chaffey (2015). Gestão de E-Business e E-Commerce: Estratégia, Implementação e Prática. Elsiver Brasil. Silva M., Silva A., Romão A., Conde N. (2003). Comércio Electrónico na Internet, 2ª Edição Actualizada. FCA. He M., Jennings N. R. e Leung H (2003). On agent mediated electronic commerce”.IEEE Trans on Knowledge and Data Engineering 15 (4). Neto, et al. (2016). Marketing Digital & E-Commerce. edição: Psicosom.
  • Digital Marketing and Electronic Commerce
  • 6013
  • 21305
  • E-commerce
  • ISLA Santarém6013-21305
  • 2
  • 6
  • 0
  • 25
  • Não
  • Português
  • Throughout the classes, active methodologies will be used to make them more dynamic, with the goal of consolidating the knowledge acquired. Some of these methodologies include: gamification, Project-Based Learning (PBL), flipped classroom, and case studies.
  • Mandatory
  • The objectives of the course are - To provide students with knowledge of the various structures and types of transactions through electronic means, as well as their benefits for organizations, consumers and society and their limitations and impact on companies. - To prepare for the strategic use of the Internet as a tool for developing new business and behavioral models.  - To consolidate basic notions about the Internet and the services available on this network and about the names of Digital Marketing and Electronic Commerce.  - To present the various types of e-commerce and their importance for companies.
  • 1 Introduction to e-commerce: main types of e-commerce, business models and taxonomy, impact on organizations. Electronic marketplaces, structure and mechanisms. 2. Electronic payment systems and technologies: 3. Security in e-commerce: Public key infrastructures; Encryption technologies; Digital certificates and digital signatures. 4. Support technologies: Web information systems E-commerce software Business integration technologies technologies 5. Electronic Institutions and Virtual Companies: Standards, authentication, automated contracts, monitoring, reputation Selection of business partners Specification of electronic contracts 6. Marketing and advertising on the web: strategies and technologies.

  • Os alunos serão avaliados à Unidade Curricular através de 3 elementos de avaliação:

    • Projeto/trabalho
    • Frequência
    • Participação e casos práticos em aula (10%) 

    Para aprovação à UC é necessário que o aluno realize obrigatóriamente a frequência e o trabalho de avaliação. A participação e casos práticos em sala de aula é uma avaliação que ocorre de forma contínua. 

    Descrição

    Data limite

    Ponderação

    Momento de avaliação teórica (frequência)

    18 de dezembro de 2025

    40%

    Projeto/trabalho

    15 de janeiro de 2026

    50%

     

    No projeto/trabalho será disponibilizado aos alunos, via Moodle, um enunciado com os critérios de avaliação. Ainda assim, consideram-se alguns dos seguintes paramêtros: 

    • Clareza, organização e redação do trabalho escrito 

    • Adaptação das Normas APA e o template do ISLA Santarém – Instituto Politécnico 

    • Criatividade e sensibilidade estética 

    • Raciocino lógico e estratégico 

    • Apresentação e defesa oral 

     
  • Semestral
  • The Ecommerce Curriculum Unit explores the impact of digital transactions on the business environment. In this way, it seeks to enable students to understand and strategically use the internet to boost business through Ecommerce and its structure, as well as through the use of tools. This will result in students capable of implementing Ecommerce and other Marketing strategies. 

Introduction to Tourism Business Management

Category: Discipline
  • Firmino, M. B. (2007). Turismo – Organização e Gestão. Escolar Editora. Pinto, Carlos et. al (2006). Fundamentos da Gestão. Editorial Presença. Sebastião, T. (2010), Gestão das Organizações, 2ª Edição, Lisboa: Verlag Dashofer. Sousa, A. (1999). Introdução à Gestão. Verbo Editora.  
  • Tourism Management
  • 2198
  • 15750
  • Introduction to Tourism Business Management
  • ISLA Santarém2198-15750
  • 1
  • 5
  • 0
  • 25
  • Não
  • Português
  • Presencial: 1. theoretical-practical teaching: Presentation of concepts and discussion of programme contents. 2. Laboratory practice: Technical visits to tourist enterprises to observe and understand the tourist industry in situ; Field research in tourist enterprises; Critical analysis of case studies related to the tourist phenomenon and classroom debates. 3. Simulated practice: The practical sessions will focus on Project and Problem-Based Learning (PBL), where real scenarios will be discussed and students will be encouraged to propose solutions and projects in groups, applying the fundamental concepts exposed and developing practical skills, Autonomous: 4. Consolidation of the content taught in class by researching additional information on the different topics covered and developing additional work related to solving concrete problems and group dynamics.
  • Mandatory
  • .
  • .

  • 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 avaliação 1 06/11/2025 30%
    Teste de avaliação 2 04/12/2025 30%
    Trabalho prático 15/01/2026 40%

    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...

     
  • Semestral
  • .

Integrated Digital Project

Category: Discipline
  • [Preencher APELIDO], [Preencher Primeiros Nomes] - [Preencher Título]. [Preencher Edição. Local de publicação :Editor, Ano de publicação. Descrição física. Série. ISBN)] [Preencher APELIDO], [Preencher Primeiros Nomes] - [Preencher Título]. [Preencher Edição. Local de publicação :Editor, Ano de publicação. Descrição física. Série. ISBN)  
  • Digital Marketing and Electronic Commerce
  • 6013
  • 17473
  • Integrated Digital Project
  • ISLA Santarém6013-17473
  • 2
  • 6
  • 0
  • 25
  • Não
  • Português
  • Innovative methodologies in the teaching-learning process, like Case Studies, Collaborative Work, and Problem-Based Learning (PBL), promote active and hands-on learning. Case Studies allow students to apply theoretical concepts to practical situations, helping them make informed decisions. Collaborative Work encourages teamwork, improving communication and team management skills. PBL, on the other hand, challenges students with real-world problems, fostering autonomy and critical thinking. These approaches are key to building practical skills and preparing students for real-world challenges in the job market.
  • Mandatory
  • The objectives of the course unit are: Detailed development of a project in a real or simulated context. Analyze the resources involved: human and financial, from a project execution perspective. Detail the different areas of the project in web communication. Structure the project around key strengths. Study the space and target audiences. Manage production support.
  • Schedule the activities. Identify the necessary resources. Identify and/or anticipate possible obstacles. Outline strategies for monitoring and evaluating the process. Conduct the necessary research to gather information. Present the project, adapting the format(s) of the presentation to the audiences and spaces.

  • 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

    Frequência

    24.11.2025

    40%

    Projecto

    22.01.2026

    60%

     

     

     

     
  • Semestral
  • The course unit "Digital Integrated Project," part of the 2nd year of the Higher Technical Professional course in Digital Marketing and E-commerce, aims to equip students with the skills to design and manage digital projects. Focusing on applying PMBOK methodologies, this unit covers scheduling, resource management, and risk control, encouraging prototyping and ensuring technical feasibility. Students develop practical skills essential for the job market, combining the creativity of Design Thinking with technical project management. This course is crucial in preparing students for the challenges of digital marketing and e-commerce, ensuring they can lead digital projects efficiently and innovatively.
  1. Portuguese Language
  2. IT and e-commerce legislation
  3. Quantitative Methods
  4. Market Studies

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