Publication in the Diário da República: Aviso nº 11808/2022 - 09/06/2022 + Retificação Despacho n.º 9545/2022 de 03/08/2022
6 ECTS; 2º Ano, 1º Semestre, 28,0 T + 42,0 TP + 14,0 OT , Cód. 612513.
Lecturer
- Anabela da Cruz Pereira (1)
(1) Lead Professor
(2) Teaching Professor
Prerequisites
Objectives
1-Digital transformation, Digital Europe 2030, and the emergence of digital marketing: contextualizing marketingnow digitalwithin the broader landscape of what is happening in Portugal, Europe, and the world, as reflected in the Digital Economy and Society Index (DESI) and the Digital Strategy for Europe 2030.
2-Business on the Internet and Social Media: a new paradigm in online business and ecommerce, business intelligence, artificial intelligence (AI), 5th-generation mobile communications (5G), the Internet of Things (IoT), data and metadata (Big Data), and cloud computing. Business accounts on search engines (Google) and other digital channels (Facebook, Instagram, YouTube, TikTok, WhatsApp, LinkedIn, Twitter, Spotify). Knowing how to use current digital tools, both organically and through direct channels.
3-Digital Marketing on Business Platforms: Use Booking and Airbnb as an owner or host and promote the business through content marketing, SEO, and SEM.
4-Developing a Digital Marketing Plan and Implementing It on Marketing Platforms: Using Google Ads and Meta Business Suite to run a digital marketing campaign according to defined objectives, and knowing how to identify and segment the target audience.
5-Analyzing Reports and Monitoring: Analyzing and evaluating the results of a digital marketing campaign.
6 - Artificial Intelligence and Search Engine Optimization: strategies to improve the ranking of a brand or company (SEO - Search Engine Optimization)
7-Privacy, Security, and Data Protection: raise awareness of issues related to privacy, equipment security, information security, and user security, taking into account the General Data Protection Regulation (GDPR).
Program
1-Digital Transformation: Understanding how to contextualize digital marketing within the current landscape in Portugal and Europe, as reflected in the Digital Economy and Society Index (DESI) and the Digital Europe 2030 strategy.
2-Business on the Internet and Social Media: A new paradigm in (online) business and business intelligence (BI), artificial intelligence (AI), 5th-generation mobile communications (5G), the Internet of Things (IoT), and knowing how to manage business accounts on search engines (Google) and other digital channels (Facebook, Instagram, YouTube, TikTok, WhatsApp, LinkedIn, Twitter, Spotify). Using digital marketing tools in organic and direct channels (SEO and SEM).
3-Digital Marketing on Business Platforms: using Booking and Airbnb as a property owner or host; online reputation management. Paid positioning strategies.
4-Digital Marketing Plan and Marketing Platforms: Develop a digital marketing plan and use Google Ads and Meta Business Suite to run a paid digital marketing campaign.
5-Report Analysis and Monitoring: Evaluate results based on reports generated by the platforms. Definition and Application of Marketing Metrics
6-Artificial Intelligence and Search Optimization: Strategies for search engine optimization (SEO).
7-Privacy, Security, and Data Protection: Raise awareness about privacy, as well as the physical and logical security of equipment and information; take into account the General Data Protection Regulation (GDPR).
Evaluation Methodology
Students are evaluated based on two individual assignments and one group assignment, weighted at 25%+25%+50% respectively.
The assignments focus on the following course content:
1st work - 1
2nd work - 2 and 3
3rd work - 4 to 7
Bibliography
- Dionísio, P. e Rodrigues, V. (2024). AI-Inovator- Marketing na era da IA e da Sustentabilidade. Lisboa, Portugal: Bertrand Editora
- Godin, S. (2019). Isto é marketing. New York: Ideias de Ler
(0). Apoio bibliográfico indicado nas aulas. Acedido em 2 de janeiro de 2023 em https://doctrino.ipt.pt/course/view.php?id=5250
Teaching Method
Methods: Explanatory, demonstrative, and active
Software used in class
