Publication in the Diário da República: Despacho n.º 428/2023 de 09/01/2023 + RA-EF/641/2011/AL04 de 22/01/2025
4 ECTS; 1º Ano, 2º Semestre, 42,0 TP + 2,0 OT , Cód. 8297111.
Lecturer
- Vasco Ribeiro dos Santos (1)(2)
(1) Docente Responsável
(2) Docente que lecciona
Prerequisites
NA
Objectives
a) Recognise the specificities of Digital Marketing in its various dimensions: media,
consumer behaviour, techniques and tools;
b) Operate in the vast area of Digital Marketing, both from a strategic and tactical point of view;
c) Understand and relate concepts from an eminently strategic perspective;
d) Design a Digital Marketing communication strategy in accordance with the
d) Design a Digital Marketing communication strategy in accordance with the
long- and short-term strategic plans of organisations;
e) Explore self-reflection and critical analysis skills in accordance with
ethical and professional conduct;
f) Maintain a constant curiosity about future trends related to the area.
Translated with DeepL.com (free version)
Program
1. Marketing key concepts and approaches
1.1. Evolution of marketing: from traditional marketing to digital marketing
1.2. The marketing environment:
a. The new consumer
b. Promotion on the web
2. Digital marketing methodology: turning strategy into action
a. The characteristics of digital marketing
b. E-marketing plan
c. Focus on audiences
d. The main metrics of digital marketing
e. Relationship with service providers
3. Digital and blended communication and the 8 Ps of digital marketing
a. New paradigms and communication models
b. Network communication
c. Digital communication in the context of integrated communication
d. Interaction and social media
i. Social networks
ii. Management and monitoring of social networks
iii. Creation of content for social networks
3. Relationship marketing through digital platforms
a. E-commerce in the context of marketing
b. Development of the e-commerce project
Translated with DeepL.com (free version)
Evaluation Methodology
Frequency Assessment:
- 1 individual assignment - 50%
- 1 group assignment - 50%
Examination and Appeal Assessment:
- Written examination - 100%
Special Assessment Period:
- Written exam - 100%
Students will pass the course in accordance with the provisions of Points 11 and 12 of Article 11 of the IPT Academic Regulations.
The assessment indicated also applies to working students and international students.
Bibliography
- Adolfo, C. (2012). Os 8 Ps do Marketing digital, o guia estratégico do marketing digital. Lisboa: Texto Editora
- Afonso et al, C. (2016). Marketing digital & E-commerce. Viseu: Psicosoma
- Baynas et al, A. (2018). Mercator: O marketing na era digital. Alfragide: D. Quixote
- Carreira, F. (2014). Marketing digital na versão 2.0 o que não pode ignorar (3ª ed). Lisboa: Edições Sílabo
Teaching Method
Theoretical, expository method with practical application and case studies.
Software used in class
PowerPoint
E-learning platform/Moodle
Teams platform
Zoom
