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
- Susana da Conceição Vieira Rodrigues (2)
- Anabela da Cruz Pereira (1)(2)
(1) Docente Responsável
(2) Docente que lecciona
Prerequisites
Objectives
Master the new communicating ways, that have emerged with new media, namely the Internet. Master web 4.0 tools.
Know and use social media, according to digital strategy and pre-established objectives.
Program
Management of new media; Data Driven Marketing; Organizational culture, decision support systems and new individual skills; Technologies and client segmentation; Modeling social interaction: integrating online and real behavior; Social media: Analysis and discussion of the best practices; Paid search and display advertising: Results oriented strategies; Marketing Return On Investment.
Evaluation Methodology
Case studies
Frequency exam
Bibliography
- Kotler, P. e Hollensen, S. (2023). Social Media Marketing. Lisboa: Lidel
- Kotler, P. (2021). Marketing 5.0 - Tecnologia para a Humanidade. Lisboa: Actual Editora
- Leonhard, L. (2019). Tecnology vs Humanity. Londres: The Futures Agency
- Longo, W. (2019). Marketing e Comunicação na era Pós-digital. Brasi: Alta Books
Teaching Method
Expository
Demonstrative
Simulated practice
Software used in class
