Publication in the Diário da República: Despacho n.º 2478/2024 de 07/03/2024
6 ECTS; 2º Ano, 1º Semestre, 60,0 TP , Cód. 617520.
Lecturer
- Vasco Ribeiro dos Santos (1)(2)
(1) Docente Responsável
(2) Docente que lecciona
Prerequisites
Not applicable.
Objectives
Understand the fundamentals and evolution of digital marketing, appreciating the impact of generative AI.
Develop digital communication strategies through branding, storytelling, and editorial planning.
Develop digital communication strategies through branding, storytelling, and editorial planning.
Create personalized and optimized digital ads with generative AI.
Plan and analyze omnichannel digital campaigns using generative AI.
Program
1. Introduction to Digital Marketing
1.1. Fundamental concepts of digital marketing and their relationship to multimedia design
1.2. The evolution of digital marketing: from Web 1.0 to Web 3.0 (AI and automation)
1.3. Generative AI as a new digital marketing paradigm
2. Digital Communication Strategies
2.1. Digital branding, visual identity, and personalization
2.2. Digital storytelling
2.3. Creating editorial calendars
3. Generative AI in Digital Marketing
3.1. Social media and multimedia content enhanced by generative AI (e.g., automatic generation of posts, reels, writing)
3.2. AI-assisted multimedia tools: Text, Image, Video, and Audio
3.3. Practical applications: chatbots, smart targeting
4. Digital Advertising with Generative AI
4.1. Creating display, video, and motion graphics ads with generative AI
4.2. Social Ads with message and image personalization through generative AI
4.3. Creative Automation: Testing multiple formats and messages (A/B testing with generative AI)
5. Digital Marketing Campaigns
5.1. Digital Marketing Campaign Analysis
5.2. Creating omnichannel digital campaigns with generative AI solutions
5.3. Emerging Trends: Generative AI, Metaverse, AR/VR, Voice Commerce, Digital Humans, Digital Twins
Evaluation Methodology
Portfolio composed of 3 works (20% + 40% + 40%)
A written test will be administered during the exam (100%).
Bibliography
- Adolpho, C. (2012). Os 8 Ps do Marketing Digital - O guia estratégico de marketing digital. (Vol. 1). Brasil: Texto Editores
- Carrera, F. (2012). Marketing Digital na versão 2.0 - o que não pode ignorar. (Vol. 1). Lisboa: Edições Silabo
- Chaffey, D. e Ellis-Chadwick, F. (2012). Digital Marketing - Strategy, Implementation and Practice. (Vol. 1). Reino Unido: Pearson
- McDonald, J. (2019). Social Media Marketing Workbook: How to Use Social Media for Business. Scotts Valley, Califórnia: CreateSpace Independent Publishing Platform
- Tuten, T. (2023). Social Media Marketing. Thousand Oaks, California: Sage Publications
Teaching Method
Theoretical and practical classes with exercise solving.
Software used in class
