Publication in the Diário da República: Despacho n.º 4719/2022 de 21/04/2022
4 ECTS; 1º Ano, 2º Semestre, 28,0 PL + 28,0 TP + 14,0 OT , Cód. 605911.
Lecturer
- Neuza Maria Eurico Cardoso (2)
- Vasco Ribeiro dos Santos (1)(2)
(1) Docente Responsável
(2) Docente que lecciona
Prerequisites
Objectives
Studends should be able to plan, manage and implemente digital marketing and communication stratégies, on omnichanel, online and offline.
Program
Digital marketing, concepts, evolution and trends
Digital marketing advantages and main channels
E-commerce and E-consummer
Portals, websites, social media, blogues and others
Digital strategy (SEO, SEM and content)
Digital marketing metrics
Evaluation Methodology
Bibliography
- Dionisio, P. (2010). B-Mercator. Lisboa: D Quixote
- Godin, S. (2019). Isto é Marketing. Lisboa: Ideias de Ler
- Kotler, P. (2021). Marketing 5.0. Londres: John Wiley
- Remondes, J. (2016). Marketing Digital & E-commerce. Lisboa: Psicosoma
Teaching Method
Expository
Demonstrative
Simulated practice
Software used in class
