Publication in the Diário da República: Despacho n.º 11340/2012
5 ECTS; 3º Ano, 1º Semestre, 15,0 PL + 30,0 TP + 2,50 OT , Cód. 9054438.
Lecturer
- Luís Miguel Ferreira Nunes (2)
(1) Docente Responsável
(2) Docente que lecciona
Prerequisites
Not applicable.
Objectives
Introduce Marketing challenges in the Web 2-0 era exploring the key aspects of digital marketing.
The students should be able to interpret, plan and implement media and digital marketing actions that are part of on- and offline media plans.
Program
1. Introductory principles
2. E-commerce
3. Online promotion
4. Database marketing
5. Evaluation and control
6. Future trends
Evaluation Methodology
Mid-term assessment includes 1 written assignment (40% of final mark) and 1 test (60% of final mark).
Bibliography
- CHARLESWORTH, A. (2010). A revolução Digital. Lisboa: Civilização
- Carrera, F. (2009). Marketing Digital na versão 2.0 O que não pode ignorar. Lisboa: Sílabo
- Dionisio, et.al, P. (2010). B-Mercator. Lisboa: D. Quixote
Teaching Method
Theoretical/practical classes.
Software used in class
