Market Studies

Category: Discipline
  • Não
  • This course aims to help students using marketing concepts, tools and principles in the understanding, description and explanation of relevant market behaviors - consumers, competitors and technology.   The discipline is designed to give specific attention to the methods and techniques of qualitative and quantitative nature that support the identification, measurement and control of nuclear variables qualification orientation to the market organisations as support implementing processes of development of new concepts and Products of success.
  • 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

    dd-mm-yyyy

    45%

    Projeto de Pesquisa de Mercado

    dd-mm-yyyy

    45%

    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...

     
  • Introduction to market research: general concepts Definition of market studies. Their importance. Application areas of market research Product Packing Price Distribution Advertising and promotional activities Studies of notoriety, image and consumer   Types of Market Research Objectives and Techniques (advantages and limitations) of Qualitative Research Objectives and Techniques (advantages and limitations) of the Quantitative Research Types and sources of information   Stages of a Market Study   The briefing   Preparing and submitting the proposal   The definition of the research problem   Addressing the Problem   Research project   Fieldwork   Methods and Techniques of Analysis, Classification and Treatment Data 5 Emerging Applications Market Research (exercises and case studies)
  • This UC is designed to give specific attention to the methods and techniques of qualitative and quantitative nature that support the identification, measurement and control of nuclear variables qualification orientation to the market organisations as support implementing processes of development of new concepts and Products of success.   Understand the frame of reference and utility strategic knowledge and forecast market behaviour; Familiarize yourself with several of the most common methodologies applied in obtaining and analysing information markets, with a view to their understanding and domain. Acquire sufficient capacity to develop technical skills for your specific implementation under the management of innovation, understanding, description and explanation; Recognise managerial/decision-making situation with high market Orientation requirement, clarify and adopt appropriate strategies for carcasses to overcome.
  • Mandatory
  • Active methodologies according to the students’ profile.
  • Português
  • [ AAKER, David A., LEONE, Robert, S. Day GEORGE e KUMAR, V. - Marketing Research. 10ªedição. JOHN WILEY AND SONS LTD, 2009. 9780470317259 LOPES, José Luis Pessôa - Fundamental dos Estudos de Mercado. Lisboa: Edições Sílabo, 2007. 9789726186137 MALHOTRA, Naresh K., SPSS Inc - Marketing Research: An Applied Orientation. 6ª edição, Prentice Hall, 9780136094234 OLIVEIRA, A. Machado - Planear Globalmente, Conhecer Localmente. Os Estudos de Mercado num Contexto Global. In Gestão e Estratégia. Desafios da Globalização, Vol. 2, pp. 187 - 230. Escolar Editora
  • 4
  • 0
  • 5
  • 2
  • IPLUSO6066-5029
  • Market Studies
  • 5029
  • 6066
  • Digital Marketing

Mobile Marketing

Category: Discipline
  • Não
  • This course aims to provide the necessary methodological, technical, and conceptual knowledge for creating digital marketing campaigns tailored to mobile devices, such as smartphones and tablets. Throughout the semester, students will develop strategies that integrate 3D content, augmented reality (AR), audio, and video, while also exploring the potential of the metaverse as an emerging platform for campaign promotion. The activities taught aim to enhance the ability to plan and implement marketing actions, with a focus on technological innovation and the interactivity provided by these new digital tools.
  • Semestral

  •  

    Descrição

    Data limite

    Ponderação

    Seminário

    Definido no moodle

    20%
    Projeto Final Definido no moodle 40%

    Apresentações (Pitch + Final)

    Definido no moodle

    30%

    Participação

    -

    10%

     
  • Fundamentals, specificities, and challenges in creating marketing campaigns for smartphones and tablets. AR development platforms: Analysis of different solutions (such as Unity, Lens Studio) to create immersive experiences. Integration of interactive content into social media and digital platforms: How to adapt AR campaigns for Facebook, Instagram, TikTok, and other social networks. Storytelling and interaction design in AR: Techniques to create engaging narratives and effective interactions in virtual and augmented environments. UX in mixed reality: Usability principles to improve user experience in immersive campaigns. Emerging trends in digital and immersive marketing: Exploration of new technologies and strategies, such as AI and NFTs, applied to AR marketing and the metaverse. Ethical and privacy challenges in immersive experiences: Discussion on how to handle personal data and protect users in virtual environments
  • 1. Organize project content with a view to integrating into multidisciplinary teams, promoting effective collaboration in digital marketing campaigns. 2. Develop audiovisual content suitable for integration into metaverse platforms, social media, and other digital channels, considering the specificities of each medium. 3. Understand the different tools and software available for producing augmented reality (AR) content, focusing on interactive and immersive experiences. 4. Apply concepts of design and storytelling in the creation of digital campaigns for mobile devices, using visual, auditory, and 3D elements in a creative and effective manner. 5. Develop strategic digital planning skills aligned with emerging trends in mobile marketing and immersive technologies. 6. Integrate usability and user experience (UX) practices into creating campaigns that maximize user interaction and engagement.
  • Mandatory
  • In this course, students will have direct practical application with digital marketing tools and platforms for mobile devices, focusing on the creation of campaigns that integrate augmented reality (AR), interactive videos, and 3D content. The goal is for students to understand the potential and challenges of these technologies within the context of marketing, exploring innovative strategies to engage target audiences on smartphones and tablets and new devices. By the end of the course, students will have developed and implemented a digital marketing campaign using AR and other immersive resources, considering concepts such as: usability in mobile interfaces, interactivity in AR, content adaptation for social media and mobile platforms, as well as performance metrics analysis.
  • Português
  • Hackl, C., & Wolfe, S. (2017). Marketing new realities: An introduction to virtual reality & augmented reality marketing, branding, & communications. Meraki Press. Baruah, R. (2020). AR and VR Using the WebXR API. In Learn to Create Immersive Content with WebGL, Three. js, a-Frame, and Babylon. js. https://doi.org/10.1007/978-1-4842-6318-1  
  • 4
  • 0
  • 4
  • 2
  • IPLUSO6066-21879
  • Mobile Marketing
  • 21879
  • 6066
  • Digital Marketing

Online Advertising

Category: Discipline
  • Não
  • The Online Advertising discipline explores digital marketing strategies in paid channels. These channels make it possible to advertise on search engines, websites, maps and email clients. The discipline deepens the use of the Google Ads platform and puts into practice various types of campaigns and actions.
  • Semestral

  • Descrição

    Data limite

    Ponderação

    Testes de avaliação individual

    -

    20%

    Análise crítica

    até 13 de novembro

    20%

    Projeto

    23 de janeiro

    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 fórmula: (nota do projeto)x(percentagem de participação)x(nº de alunos por grupo)/100, sendo que a nota individual no máximo superior a 1V da nota de projeto de grupo.
  • Advertise with Google Ads Analyze campaign success Create and define campaigns Choose keywords depending on the stage of the marketing funnel Write ads Working with ad extensions Integrate Google Analytics with other platforms Create Display Campaigns Segment audiences Establish budgets Decide placements Establish conversions Identify importance metrics Analyze landing pages
  • The discipline addresses the essentials behind effective campaigns on paid channels, namely search actions and banners on google network websites and partners. At the end of the course, students will know how to use the Google Ads platform at a basic level and will be able to create and configure search and display campaigns appropriate to a marketing strategy.
  • Mandatory
  • Sharing synergies with chairs that provide skills in the field of online publishing, website construction and design. Such chairs provide the necessary basis for implementing scripts and monitoring paid traffic activity.
  • Português
  • Google. (n.d.). Think With Google. Google Academy - Think With Google. Retirado em setembro 20, 2021, de https://www.thinkwithgoogle.com/intl/en-gb/future-of-marketing/digital-transformation/google-digital-academy/ Odabasi, K. (2020b). Google Ads: A Complete Guide (October 2020 New Release ed.). Independently published. Google. (n.d.-a). Google Ads Ajuda. Suporte Google. Retrieved September 20, 2021, from https://support.google.com/google-ads/?hl=pt
  • 4
  • 0
  • 6
  • 2
  • IPLUSO6066-21877
  • Online Advertising
  • 21877
  • 6066
  • Digital Marketing

Performance Metrics and Assessment

Category: Discipline
  • Não
  • The discipline of Metrics and Performance Evaluation aims to equip students with general knowledge about the field of Digital Analysis within the context of Digital Marketing and eCommerce. Generally, the area of digital analytics is dedicated to data analysis in order to understand and identify behavioral patterns and/or trends, with the goal of improving the current and future performance of a brand, product, service, or any other activity that exists or relies on digital means to exist. This discipline therefore intends to equip students with both theoretical knowledge about Digital Analysis and its implementation, as well as applied knowledge using software such as Google Analytics, Google Looker Studio, and Google Tag Manager. By the end of the course unit, students will be able to use Google Analytics as a tool for analyzing predefined metrics, and to create and analyze reports using Google Data Studio.
  • Semestral

  •  

    Descrição

    Data limite

    Ponderação

    Trabalho - Plano de medição

     

    15%

    Exercício GA4

     

    15%

    Exercício GTM

     

    20%

    Exercício GLS

     

    20%

    Trabalho Final

     

    20%

    Participação e assíduidade

     

    10%

     
  • What is Digital Analysis Concepts Examples Application Exercises   Google Analytics What is it Structure Concepts Events Segments Audiences   Google Looker Studio What is it Visual representation of data Exercises Interface Functionalities Reports Graphics dimensions Matrics Data sources   Google Tag Manager What is it Tags, Triggers and Variables Debug Data Layer Implementation of measurement plan with GTM
  • At the end of the semester, students will have acquired skills in the area of digital analysis using theoretical and practical tools that will facilitate their professional integration, namely Definition, implementation, and evaluation of digital measurement plans Performance appraisal based on data Development of analytical and critical data capabilities Development of forms of visual representation of information Working knowledge of digital analysis software
  • Mandatory
  • The curricular unit develops the use of practical cases and role playing in order to involve students in realities that they will encounter in the job market.
  • Português
  • Google Analytics 4 (GA4)    Documentação Oficial   https://support.google.com/analytics/ Google Analytics 4 (GA4)    Guia de Configuração    https://support.google.com/analytics/answer/9304153 Google Analytics 4 (GA4)    Curso Oficial   https://skillshop.exceedlms.com/student/path/50843-google-analytics-4-certification Google Looker Studio    Documentação Oficial    https://cloud.google.com/looker-studio/docs Google Looker Studio    Ajuda da Plataforma    https://support.google.com/looker-studio/ Google Looker Studio    Curso Oficial (Pro)    https://skillshop.exceedlms.com/student/path/663086-get-started-with-looker-studio-pro Google Tag Manager (GTM)    Visão Geral Oficial    https://support.google.com/tagmanager/answer/6003009 Google Tag Manager (GTM)    Guia de Início    https://support.google.com/tagmanager/answer/6102821 Google Tag Manager (GTM)    Curso Oficial    https://analytics.google.com/analytics/academy/course/5
  • 4
  • 0
  • 5
  • 2
  • IPLUSO6066-21878
  • Performance Metrics and Assessment
  • 21878
  • 6066
  • Digital Marketing

Renewable Energies

Category: Discipline
  • Não
  • The relevance of Renewable Energy in the energy outlook, both nationally and worldwide, has been growing in the last few years, and this tendency shall remain or even increase in the next decades. With environmental concerns due to global warming, de decarbonisation of the economy and the electrification of productive processes, energy demand will grow and it shall be supplied predominantly from renewable sources. This curricular unit will address mature technologies, such as wind and small hydro, as well as strongly emerging technologiest, such as solar (PV and thermal) and developing technologies (waves, tidal, etc.).
  • 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

    1º Teste de avaliação

    04-05-2026

    30%

    2º Teste de avaliação

    08-06-2026

    30%

    Componente prático-laboratorial - 30%
    da nota final, dividida em três
    partes: relatórios dos trabalhos práticos
    de laboratório; Os trabalhos de grupo,
    terão de ser enviados para o Moodle

    Assiduidade e participação nas aulas

    18-05-2026

    30%

     

     

     

    10%

     

    O acompanhamento a prestar aos alunos quando realizarem a componente prático-laboratorial, será
    presencial.
    A referência bibliográfica, já está mencionada nesta FUC.
    As indicações para a redação dos trabalhos, serão transmitidas oportunamente.

     
  • Solar Energy: Solar radiation; Solar thermal and photovoltaic energy. Wind energy: Wind power; Wind turbines; Wind installations; Environmental impacts. Hydro energy: Types of plants; Hydrological study; Design criteria; Environmental impacts. Other renewable energy sources: geothermal, biomass, ocean energy. Applications; Current and future perspectives. Legal framework for renewable energies in Portugal: Individual and collective self-consumption. Analysis of case studies.
  • Identification of endogenous resources with high potential for energy use; Design and dimensioning of energy production systems using endogenous resources; Technical and economic evaluation of energy production projects from endogenous resources.
  • Mandatory
  • The teaching methodology is theoretical and practical and according to the programmatic contents mentioned above.
  • Português
  • [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)  
  • 4
  • 0
  • 5
  • 1
  • IPLUSO6082-11747
  • Renewable Energies
  • 11747
  • 6082
  • Electrical Installations and Automation
  1. Computer-Aided Technical Design
  2. Electrotechnics I
  3. Instrumentation and Measurements
  4. Mathematics I

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