2 ECTS; 1º Ano, Anual, 16,0 TP , Cód. 20374.
Lecturer
- Anabela da Cruz Pereira (1)
(1) Docente Responsável
(2) Docente que lecciona
Prerequisites
N/A
Objectives
1. To assess the impacts and effects of the advent of the new economy and commercial transactions within virtual environments.
2. To identify e-marketing and e-commerce tools
3. To identify new digital communication channels.
4. to apply information and communication amangement tools to create an interactive relationship centred on consumer needs.
Program
1. The power of digital marketing
1.1 Actual communication channels
1.2 Digital communication advantages
1.3 Evolution and trends in marketing communication
2. Online and offline management and value creation
2.1 How to be relevant in organic search
2.2 Content, SEO and SEM strategies
2.3 E-commerce platforms
2.4 Analysis tools
3. Efficient communication
3.1 How to communicate with the new e-shopper
3.2 Main digital marketing metrics
Evaluation Methodology
Theoretical classes with expositive and demonstrative methodology;
Practical classes with active methods applied in case studies analysis and practical cases resolution.
Bibliography
- Kotler, P. e Kartajaya, . e Setiawan, . (2017). Marketing digital 4.0: Moving from the traditional to digital. Hoboken, NJ: Wiley
Teaching Method
Theoretical classes with expositive and demonstrative methods;
Practical classes, with active methodology applied to case studies analysis and practical cases resolution.
Software used in class
Google trends; Hootsuite;
Semrush; Google Ads;
GA4; Google Search Console;
Canva docs; Notion.
