Publication in the Diário da República: Despacho n.º 4719/2022 de 21/04/2022
4 ECTS; 1º Ano, 2º Semestre, 28,0 PL + 28,0 TP + 14,0 OT , Cód. 605911.
Lecturer
- Maria de Fátima Rodrigues Pedro (1)
- Nádia Cristina Gonçalves Pereira Gromicho (2)
- Anabela da Cruz Pereira (2)
(1) Docente Responsável
(2) Docente que lecciona
Prerequisites
Not applicable.
Objectives
Studends should be able to plan, manage and implemente digital marketing and communication stratégies, on omnichanel, online and offline.
Program
Digital marketing, concepts, evolution and trends
Digital marketing advantages and main channels
E-commerce and E-consummer
Portals, websites, social media, blogues and others
Digital strategy (SEO, SEM and content)
Digital marketing metrics
Evaluation Methodology
cFrequency Assessment:
- 1 individual work, with presentation/discussion - 50%
- 1 group work, with presentation/discussion - 50%
Assessment in Exam and Appeal:
-Written test - 100%
Special Season Assessment:
-Written test - 100%
Bibliography
- Dionisio, P. e AL, E. (2018). Mercator 25 anos - O Marketing na Era Digital . Lisboa: Dom Quixote
- Godin, S. (2019). Isto é Marketing. Lisboa: Ideias de Ler
- Kotler, P. (2021). Marketing 5.0. Londres: John Wiley
- Remondes, J. (2016). Marketing Digital & E-commerce. Lisboa: Psicosoma
Teaching Method
Expository
Demonstrative
Simulated practice
Software used in class
Not applicable.
