Publication in the Diário da República: Despacho n.º 12419/2016 - 14/10/2016
5 ECTS; 3º Ano, 2º Semestre, 30,0 PL + 30,0 TP + 4,0 OT , Cód. 814331.
Lecturer
(1) Docente Responsável
(2) Docente que lecciona
Prerequisites
Not applicable
Objectives
On completion of the course students should be able to develop a Digital Marketing Plan on social media that will allow them to apply acquired knowledge and skills.
Program
Introduction to Marketing
"Analog Marketing" and "Digital Marketing"
Means
Analogical (TV, Media, Public Relations)
(Sites, Newsletter, Search Engines, Social Networks, Apps, Gaming)
Social Networks
Brand
Brand building process Brand "eBranding"
Content
E-Content
Consumer Behaviors
Digital Customer Journey
Digital Marketing Plan
Diagnosis
SWOT Analysis
Goals
Strategic Options
Operational plan
Action plans
Review and Return
Project Definition
Company / Product / Service to Work / Rationale in Pitch
Elevator Pitch
Marketing Plan in Action
Evaluation Methodology
Continuous assessment
Class participation and performance in the analysis of practical cases (25%). Final assignment - presentation and discussion (75%).
Final assessment:
Written exam (100%).
Bibliography
- Carrera, F. (2012). Filipe, Marketing Digital na versão 2.0 - o que não pode ignorar. (Vol. 1). (pp. 1---). Portugal: Silabo
- Chaffey, D. e Ellis-Chadwic, F. (2012). Digital Marketing - Strategy, Implementation and Practice. (Vol. 1). (pp. 1-728). UK: Pearson
Teaching Method
Software used in class
Office 365 or Office, Internet Explorer
