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

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-commerce

Category: Discipline
  • Não
  • Field of Action Creation, management and optimization of online stores, focusing on the Shopify platform, covering the entire digital retail value chain. Area of Practice Intersection of technology, business and customer experience: platform technical setup, design (IA/UX/UI), operations (payments, shipping, inventory), legal compliance and metrics analysis. Domains of Intervention E-commerce fundamentals and business models Platforms and catalog management Logistics and legal operations (GDPR) Traffic acquisition and customer experience Analytics and KPIs Relevance in the Study Cycle Integrates and applies digital marketing, SEO and social media skills in a real business context. Responds to high market demand for e-commerce specialists and directly prepares students for the curricular internship, training professionals with a complete view of digital retail.
  • Semestral

  • A avaliação da disciplina consistirá em desenvolver uma loja online funcional em Shopify, simulando um projeto real de e-commerce.

    O trabalho tem como objetivo aplicar na prática os conhecimentos adquiridos no módulo, desde a configuração inicial da plataforma até à apresentação do produto final.

    O trabalho será feito em grupo: 2/3 pessoas.

    • Criação de um site em Shopify para uma marca fictícia ou real.
    • O site deve estar preparado para funcionar como uma loja online:
      • Estrutura de navegação clara
      • Página inicial atrativa
      • Catálogo de produtos (mínimo 5 produtos, reais ou fictícios)
      • Páginas de produto completas (imagens, descrições, preço, variantes se aplicável)
      • Carrinho e checkout configurados
      • Integração de métodos de pagamento (simulados)

    Conteúdo mínimo a desenvolver:

    • Identidade da marca (nome, logótipo simples, storytelling da marca)
    • Configuração da loja (idioma, moeda, políticas básicas)
    • Aspeto visual (tema, cores, personalização básica de design)
    • Estratégia de comunicação:
      • Uma página de “Sobre Nós”
      • Uma página de “Contactos”
      • Blog ou secção de conteúdos (mínimo 1 artigo ou notícia)

    O que deverá ser entregue:

    • Loja ativa em Shopify (acesso partilhado com os formadores).
    • Relatório breve (máx. 10 páginas) que descreva:
      • Nome da marca e conceito
      • Justificação das escolhas visuais e estruturais
      • Estratégia pensada para marketing, comunicação, logística, pagamentos e operações
      • Dificuldades encontradas e soluções aplicadas
    • Cada grupo fará uma apresentação oral de 15 minutos, que demonstre o funcionamento da loja e justificando as escolhas feitas.

     

    Descrição

    Data limite

    Ponderação

    Trabalho de grupo

    07-01-2026

    50%

    Participação individual interessada, pertinente e construtiva em aula

    -

    20%

    Avaliação da contribuição individual para o trabalho de grupo

    -

    20%
    Mini-quiz no final das aulas teóricas No final de cada aula teórica 10%

     

    Os alunos terão sempre, através do Moodle, acesso às apresentações em aula, bem como todos os materiais de suporte aos projetos.
  • Design principles, UX and UI. Introduction to e-commerce platforms. Relevance of e-commerce for retail. E-commerce business models. The importance of customer experience. Managing an e-commerce site as a business. Catalog management, inventory, taxonomy and internal search engine. Introduction to Shopify: overview of store setup. Sales channels, themes and applications. Store management tools in Shopify. Traffic acquisition - paid and organic. Impact of AI on search. Shopify: Theme management and page customization. Types of modules and navigation. Payment methods and shipping options. Logistics operations. Legislation (GDPR, accessibility). General preferences and settings in Shopify. Customer Experience and Customer Support Services. The particular case of Marketplaces. Main analytics indicators in e-commerce and their tracking. Applications and functionality extensions. Associating domains.
  • Understand the fundamentals of e-commerce and main business models in digital retail Master the Shopify platform to create, manage and customize professional online stores Implement traffic acquisition strategies, customer experience optimization and customer support Configure payments, shipping, inventory and ensure legal compliance Analyze key performance indicators
  • Mandatory
  •  Expository: presentation of theoretical concepts: e-commerce fundamentals, business models, UX/UI, legislation  Demonstrative: Practical demonstrations on the Shopify platform: store setup, configurations, theme customization  Active/Participatory: Class participation; discussion of cases and strategies  Interrogative: Mini-quizzes at the end of theoretical classes  Project-Based Learning with Collaboration: Group work (2-3 people) for the development of a functional online store in Shopify, simulating a real project; oral presentation and project defense
  • Português
  • Laudon, K. and Traver, C. (2023). E-Commerce 2023-2024: Business. Technology. Society., Global Edition. Pearson Education Limited. Figma. (n.d.). Figma. Help.figma.com. https://help.figma.com/hc/en-us Shopify Academy. (2024). Shopify. https://www.shopifyacademy.com/page/catalog
  • 4
  • 0
  • 5
  • 2
  • IPLUSO6066-13158
  • E-commerce
  • 13158
  • 6066
  • Digital Marketing
  1. Market Studies
  2. Mobile Marketing
  3. Online Advertising
  4. Performance Metrics and Assessment

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