Publication in the Diário da República: Despacho n.º 4719/2022 de 21/04/2022
6 ECTS; 2º Ano, 1º Semestre, 28,0 PL + 28,0 TP + 14,0 OT , Cód. 605921.
Lecturer
- Vasco Renato Marques Gestosa da Silva (1)
- Nádia Cristina Gonçalves Pereira Gromicho (2)
(1) Docente Responsável
(2) Docente que lecciona
Prerequisites
Not applicable
Objectives
Mastering new ways of communicating, on digital channels (1). Knowing how to use web tools (2), knowing and using social networks according to the defined strategy and objectives (3).
Program
Management of new media (a); Data Driven Marketing (b); Organizational culture, decision support systems and new individual skills (c); Technology and Customer Segmentation (d);
Modeling social interaction: the integration between online and real behavior (e); Social media: Analysis and discussion of best practices (f); Paid search and display advertising:
Results-oriented strategies (g); Marketing Return On Investment (H).
Evaluation Methodology
Case studies
Frequency exam
Bibliography
- Afonso, C. e Borges, L. (2018). Marketing digital na versão 2.0. (Vol. 3). Portugal: Edições Sílabo
- Faustino, P. (2019). Marketing digital na prática. (Vol. 1). Portugal: Marcador Editora
- Remondes et al, J. (2019). Marketing Digital & E-Commerce. (Vol. 1). Portugal: Edições Sílabo
- Santos, J. e Silva, M. (2020). Marketing digital & SEO: Estratégias de comunicação com sucesso. (Vol. 1). Portugal: FCA
Teaching Method
Expository
Demonstrative
Simulated practice
Software used in class
Web Tools
