English

Category: Discipline
  • Não
  • The teaching methodology follows a communicative approach, emphasizing the practical use of the language. The aim is to integrate key skills such as written and oral comprehension, speaking, and writing, enabling students to develop and strengthen their English in various marketing-related topics. Additionally, students will expand their vocabulary, refine their grammar, and apply their language skills in a marketing context.
  • Semestral
  • Elementos Datas Ponderação
    Teste escrito 1 8/4 30%
    Teste escrito 2 3/6 30%
    Apresentação oral 17/6 30%
    Assiduidade e participação - 10%

     

     

     
  • 1-English as a lingua franca. 2-Common mistakes and how to avoid them. 3-Negotiation and storytelling. 4-E-mails, recruitment, CV. 5-Rafael Bordalo Pinheiro and the cartoons; The 1890 British Ultimatum. 6-Business environment. Company structures: different departments, tasks and responsibilities. Remuneration. Ways of working. Job satisfaction. 7-Marketing: what it is; the 4 p´s; advertising and strategies; sales; planning a marketing strategy. 8-Ways of seeing: John Berger; Hitchcock´s Vertigo.
  • This unit aims to develop essential skills for effective communication in a professional context. In addition, it focuses on enhancing comprehension as well as oral and written expression skills. This curricular unit is primarily designed to prepare students for interactions in the marketing world.
  • Mandatory
  • The course will be conducted using a communicative approach, centered on reflection and the development of critical thinking. To this end, it will promote discussions, interactive activities and the use of strategies that encourage the exchange of ideas between students. In addition, video analysis will be included as a way of fostering interaction and enriching the learning process. The materials needed for the activities will be made available in digital format, ensuring accessibility and support for study.
  • Português
  • Farral, C., & Lindsley, M. (2008). Professional English in use: Marketing. Cambridge University Press Gore, Sylee (2006). English for Marketing and Advertising. Oxford: Oxford University Press.
  • 4
  • 0
  • 6
  • 1
  • IPLUSO6066-23
  • English
  • 23
  • 6066
  • Digital Marketing

E-mail Marketing

Category: Discipline
  • Não
  • The discipline of Email Marketing is based on the use of the email channel, which can function as the main form of communication with the customer at different stages of the consumer's journey. This Curricular Unit intends to deconstruct the process that makes up email marketing from the gathering of contacts / data, until the moment of sending email actions and their respective analysis.
  • Semestral

  • Descrição

    Data limite

    Ponderação

    Teste de avaliação

    a definir

    20%

    Análise Crítica

    a definir

    20%

    Projeto

    a definir

    50%

    Participação e Assiduidade

     

    10%

     

    - As presenças deverão corresponder a 75% das aulas lecionadas. Um número de faltas superior a 25%, do total das aulas letivas, implica a reprovação na unidade curricular.

    - Exame de 2ª época e Época especial: Entrega de projeto com as mesmas características e condições do ano lectivo (60%), mais teste (40%). Exige inscrição prévia ao exame. O projeto é individual. Para mais informações consultar o regulamento do IPLUSO. 

    - A entrega final dos projetos, é obrigatória na data estipulada;

    - A falta injustificada implica a reprovação na disciplina;

    - A falta em mais que uma avaliação intercalar implica a exclusão da avaliação contínua;

    - O projeto deve ser elaborado em grupo de 2 alunos ou individual. A nota individual terá em linha de conta a participação em sala, bem como o relatório de autoavaliação. As percentagens definidas no relato¿rio serão vertidas na nota individual conforme a seguinte fo¿rmula: (nota do projeto)x(percentagem de participac¿a¿o)x(nº de alunos por grupo)/100, sendo que a nota individual no ma¿ximo superior a 1V da nota de projeto de grupo.

     
  • Introduction to Email Marketing Key features and platforms Key Concepts Is email marketing just SPAM? Basic concepts: opt-in, opt-out, soft bounce, hard bounce. Shipping templates. Campaign process. Data collection: online and in person Data base Segmentation Legal issues Processing of personal data Message structure Rules for writing the subject in the email. Balance between image and text in the message content. Personalization of the message content. Copywriting techniques for email marketing. Email structure. Email Design. Email Marketing Systems Scheduling and Automation A / B test. Metrics analysis. Metrics and Activity Indicators Lifecycle
  • The discipline addresses the essential points behind a good email marketing campaign, namely email copywriting, anatomy of an email, platforms, metrics and performance indicators, with the goal of engaging with the brand and the conversions. At the end of the course, students will have knowledge in using email marketing as a relationship tool, promoting and selling a service or brand, as well as monitoring and applying email optimization strategies and customer databases.
  • Mandatory
  • Replication of existing email marketing processes in the job market.
  • Português
  • White, C. (2014), Email Marketing Rules: A Step-by-Step Guide to the Best Practices that Power Email Marketing Success, CreateSpace Independent Publishing Platform Ryan, D. (2016). Understanding digital marketing: marketing strategies for engaging the digital generation. Kogan Page Publishers. http://blog.marketo.com/category/email-marketing https://blog.mailchimp.com/ https://www.campaignmonitor.com/blog/email-marketing/ https://www.campaignmonitor.com/resources/guides/modern-guidebook-email-marketing/
  • 4
  • 0
  • 3
  • 1
  • IPLUSO6066-16839
  • E-mail Marketing
  • 16839
  • 6066
  • Digital Marketing

Foundations of Marketing

Category: Discipline
  • Não
  • This course aims to introduce and train students in the basic principles of marketing in order to systematize their thinking and reflective skills in the context of this field of knowledge. It is in this course that students acquire the foundations for future practice in the dynamics of marketing, which require adaptation and the ability to perceive the variables that exist in markets.
  • Semestral

  • Os estudantes devem assegurar que tem acesso ao moodle nas datas de mini teste 

    Descrição

    Data limite

    Ponderação na Nota final
    Mini teste 1 29 Out  
    Mini teste 2 12 Nov  
    Mini teste 3 17 Dez  
    Mini teste 4 14 Jan  
    Ponderação dos 4 mioni testes na avaliação final (cada mini teste vale 25% para a nota final dos mini testes)   40%
    Teste 1  19 Nov 30%
    Teste 2 21 Jan 30%

     
  •        Marketing – Definition; Historical context; Management philosophy; Functions and customer satisfaction.        The market/marketing environment – Qualitative and quantitative analysis (consumer behavior, purchasing decisions, segmentation, PEST, market share); Competition.        Strategic and Operational Marketing – Competitive Advantages; Objectives; Positioning; Segmentation; Marketing Mix.        Product/Services – Definition; Distinction between Products and Services; Augmented Product; Packaging; Brand; Life Cycle.        Communication – Advertising; Public Relations; Sales Force; Direct Marketing.        Distribution – Distribution channels and their functions; Channel selection; Types of channels.        Price – Price setting; Elasticity and psychological pricing; Pricing policies.       Marketing trends – Marketing and new technologies.
  • The objectives of the course are: To understand the fundamentals of marketing To know how to identify the variables associated with marketing To understand the theoretical principles of marketing To present the main variables of the marketing mix and the correlation between these variables To develop the knowledge and skills necessary for managing digital marketing Provide students with tools that enable them to apply this knowledge and compare it
  • Mandatory
  • Theoretical classes will be taught and practical cases will be discussed in class in order to share experiences and different perspectives. Invite marketing experts to share their experiences and insights.  
  • Português
  • Baynast, A. Lendrevie, J. Lévy, J. Dionísio, P. & Rodrigues, V. (2021). Mercator 25 anos - o marketingna era digital. Lisboa: Dom Quixote Dionísio, P.; Guerreiro, J.; Faria, H.; Rodrigues, V,; & Canhoto, R. (2024). AI Novator Marketing na Era da Inteligência artidficial e da sustentabilidade – Gen AI eESG. Lisboa, Bertrand Kotler, P., Keller, K. L., & Chernev, A. (2021). Marketing management, global edition (16th edn). London, England: Pearson Education.
  • 4
  • 0
  • 3
  • 1
  • IPLUSO6066-11341
  • Foundations of Marketing
  • 11341
  • 6066
  • Digital Marketing

Online Content Systems and Management

Category: Discipline
  • Não
  • This course aims to provide students with an in-depth knowledge of the different web content management systems currently available. Students should also know how to optimize and adapt different templates and produce optimized content for the web.
  • 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

    Ponderação

    Exercícios de avaliação individual

    40%

    Projeto Final

    60%

     

     

    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...

     
  • Content Management Systems (CMS); Proprietary systems versus open-source systems; Categories of systems; Templates/Templates installation process; Domain Installation; Workflow Insertion and content management; Publishing system; User management; Access security; Statistics Search Engines
  • Skills in developing web pages using CMS platforms (Wordpress); Structure of the page and its elements; Main presentation and navigation strategies. Content and external elements management. Good web usability practices; Develop technical, aesthetic and creative projects adapted to the target audience and theme
  • Mandatory
  • Being a theoretical-practical UC, expository classes will be used to present the program contents. Practical exercises will also be given, using text and image AI tools and also the online content organization and management system Wordpress. Projects will be monitored with students.
  • Português
  • Adobe Creative Team (2012). Adobe Photoshop CS6 Classroom in a Book. USA: Adobe Press. Cooper, A., Reimann, R., Cronin, D. & Noessel, C.(2014). About Face: The Essentials of Interaction Design. USA: Wiley. Krug, S. (2014). Don't Make Me Think, Revisited: A Common Sense Approach to Web Usability. 3rd Edition. New Riders;
  • 4
  • 0
  • 4
  • 1
  • IPLUSO6066-21873
  • Online Content Systems and Management
  • 21873
  • 6066
  • Digital Marketing

Portuguese and Communication Techniques

Category: Discipline
  • Não
  • The curricular unit of Portuguese and Communication Techniques aims to develop the knowledge already acquired previously, in high school, applying them to the context of context of future professionals in Digital Marketing. It is important in this curricular unit develop not only the correct and effective use of the Portuguese language, but also the improvement of oral and written communication skills.
  • Semestral

  • A avaliação contínua da disciplina resultará da ponderação entre as classificações obtidas nos seguintes elementos de avaliação, baseada, sobretudo, na produção dos alunos:

     

    Descrição

    Data

    Ponderação

    Trabalho individual – Entrega e apresentação

    4.ª Aula

    20%

    Trabalho de grupo, com base na interpretação e análise de um tema - Entrega e apresentação

    8.ª Aula

    20%

    Trabalho individual – Entrega e apresentação

     

    12.ª Aula

     

    20%

    Trabalho de grupo - Comunicação em situação profissional – simulação e role-play

    15.ª Aula

    20%

    Empenho, participação ativa nas aulas,comportamento, assiduidade e pontualidade

    Continuo

    20%

     

    1. Os estudantes terão acompanhamento e orientação na realização dos trabalhos individual e de grupo, incluindo as regras de redação dos mesmos.

    2. Serão disponibilizadas referências bibliográficas e websites de consulta para apoio ao acompanhamento das aulas e elaboração dos trabalhos.

    3. As indicações para a redação de trabalhos escritos serão disponibilizadas através da plataforma Moodle e serão prestados esclarecimentos ao longo das aulas.

     

    Registo de presenças:

    Para aproveitamento na Unidade Curricular, é necessário ter o seguinte registo de presenças:

    • 75% de presenças nas aulas lecionadas - número de faltas superior a 25%, implica a reprovação à UC.

    • Alunos com «estatuto de trabalhar estudante» - mínimo de 25% de presenças nas aulas lecionadas.

     

    Observação. - Os estudantes podem efetuar melhoria de classificação final desta unidade curricular na época de recurso e ou na época especial, de acordo com o Regulamento de Avaliação do IPLUSO.

     
  • 1. Critical aspects of the Portuguese language - Spelling and pronunciation - Lexicon - Syntax - Punctuation   2. Written communication - The writing process: planning, writing, revising - Writing to inform vs. writing to influence - Persuasive writing techniques   3. Oral communication - Effective steps for communicating in public with impact - Articulation, cohesion and coherence of the speech - Strategies for an inspiring message: facts, examples, metaphors and stories - Non-verbal communication and professional image
  • After attending this curricular unit, students should be able to: - Speak and write correctly, in terms of spelling, syntax, vocabulary and punctuation; - Know the characteristics of different types of texts and have the ability to produce them as well as to appreciate them critically; - Communicate orally with fluency, accuracy, and appropriateness in formal situations of communication.      
  • Mandatory
  • The classes will have a highly practical nature, although there will be a set of guidelines and theoretical clarifications that should precede the execution of activities. The methodology used is based on the following strategies: (a) Revision of spelling and grammar rules through the practice of reading, summarizing and interpreting texts and content provided through different audiovisual supports; (b) Group work on content made available through different audiovisual media; (c) Clarification of relevant aspects and techniques to improve and optimize students' performance; (c) Execution of exercises for consolidation and practice of techniques and knowledge acquired and their application in new situations.   Students will be encouraged to take part in activities to resolve doubts, eliminate errors of expression and apply knowledge to new situations. They will thus have frequent opportunities to improve their oral and written expression skills.
  • Português
  • Boavida, F. (2022). Expor ideiais. Guia prático para apresentações, reuniões e webinários. Lisboa: PACTOR. Dias, D., Cordas, J., e Mouta, M. (2007). Em português? Claro. Porto: Porto Editora. Fernandes, E. (2017). 101 erros de português que acabam com a sua credibilidade. Lisboa: Verso da Kapa. Garner, B. (2018). Escrita Empresarial. Lisboa: Conjuntura Actual Editora. Leite, S.A. (2017). Como escrever tudo em português correto. Barcarena: Editorial Presença. Neves, M. (2019). Gramática para todos. O português na ponta da língua. Lisboa: Edições Guerra e Paz. Neves, M. (2020). Pontuação em Português. Guia prático para escrever melhor. Lisboa: Guerra e Paz Editores. Tavares, S.D. (2016). Falar bem, escrever melhor. Lisboa: A Esfera dos Livros. Tavares, S.D. (2019). Comunicar com sucesso. Dicas úteis para uma comunicação clara, empática e emocionalmente inteligente. Alfragide: Oficina do Livro.  
  • 4
  • 0
  • 6
  • 1
  • IPLUSO6066-21871
  • Portuguese and Communication Techniques
  • 21871
  • 6066
  • Digital Marketing
  1. Market Studies
  2. Mobile Marketing
  3. Digital Image Composition
  4. E-commerce

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