Publication in the Diário da República: Aviso n.º 23177/2023 de 30/11/2023
4 ECTS; 1º Ano, 2º Semestre, 40,0 T , Cód. 665910.
Lecturer
- Anabela da Cruz Pereira (1)(2)
(1) Docente Responsável
(2) Docente que lecciona
Prerequisites
Objectives
Program
1. Digital marketing
1.1 History and marketing digital evolution
1.2 Concepts and foundations
1.3 Advantages and diagnosis
1.4 Consumer trends
2. E-consumer
2.1 consumer behavior and e-shopper profile
2.2 CRM and relationship management
2.3 Consumer journey
3. sites,social media and blogues
3.4 Metrics and tools
4. Digital strategy
5.Digital marketing metrics
Evaluation Methodology
Evaluation:
Individual test 30%
Practical group work 40%
Frequency and class work 20%
Oral presentation 10%
Bibliography
- Chaffey, D. e Ellis?Chadwick, F. (2022). Digital Marketing (8.ª edição). Harlow, Inglaterra: Pearson Higher Ed
- Frost, R. e Fox, A. e Strauss, J. (2018). Digital Marketing Strategy (8.ª edição). Londres: Routledge
- Ryan, D. (2020). Understanding Digital Marketing: A Complete Guide to Engaging Customers and Implementing Successful Digital Campaigns (5.ª edição). Londres: Kogan Page
- Tuten, T. e Solomon, M. (2023). Social Media Marketing (5.ª edição). Londres: SAGE Publications Ltd
Teaching Method
Software used in class
Microsoft Office
