Publication in the Diário da República: Aviso n.º 1895/2018 - 12/02/2018
5 ECTS; 2º Ano, 1º Semestre, 60,0 TP , Cód. 617520.
Lecturer
- Célio Gonçalo Cardoso Marques (2)
- Vasco Renato Marques Gestosa da Silva (2)
(1) Docente Responsável
(2) Docente que lecciona
Prerequisites
Not applicable.
Objectives
Students should be able to create a Digital Marketing (DM) and electronic commerce plan (1) and acquire skills in virtual stores management (2), online advertising (3), DM contents (4), social media (5), Web analytics (6), search engine optimization (7) and competitive intelligence(8).
Program
1. Digital Marketing
- Definition of concepts;
- Evolution of digital marketing;
- Digital Marketing Plan
2. Website Development for Digital Marketing
- Google Sites
3. Development of Digital Marketing applications for mobile devices
- MIT - App Inventor
4. Creating content for digital marketing
- Use of tools to create multimedia content for digital marketing campaigns.
5. Social media (Social Media)
- Concept;
- Social media marketing;
- tools;
- Crisis management;
- Business intelligence and social media.
6. Web Analytics (Web Analytics)
- Concept;
- Tools;
- Implementation.
7. Optimization of websites for search engines
- Search engines;
- Search Engine Optimization (SEO) and Search Engine Marketing (SEM);
- Definition of strategies.
8. Competitive Intelligence (Competitive Intelligence)
- Concept;
- Tools;
- Implementation.
Evaluation Methodology
Written open test and a practical group project subject to public discussion; both with a minimum mark of 7 out of 20 to pass without examination.
Bibliography
- Adolpho, C. (2012). Os 8 Ps do Marketing Digital - O guia estratégico de marketing digital. (Vol. 1). Brasil: Texto Editores
- Carrera, F. (2012). Marketing Digital na versãoo 2.0 - o que não pode ignorar. (Vol. 1). Lisboa: Edições Silabo
- Chaffey, D. e Ellis-Chadwick, F. (2012). Digital Marketing - Strategy, Implementation and Practice. (Vol. 1). Reino Unido: Pearson
- Zarrella, D. (2010). The Social Media Marketing Book. (Vol. 1). Sebastopol - CA: O´Reilly
Teaching Method
Theoretical and practical classes with exercise solving.
Software used in class
Social Media;
Web Analytics;
Search Engine Marketing (SEM) e Search Engine Optimization;
Competitive Intelligence;
Moodle;
Google sites;
MIT - App Inventor.
