2 ECTS; 1º Ano, Anual, 12,0 TP , Cód. 20381.
Lecturer
- Ana Filipa Vieira Lopes Joaquim (1)(2)
(1) Docente Responsável
(2) Docente que lecciona
Prerequisites
Objectives
Master persuasive writing techniques applied to digital marketing.
Create narratives and content tailored to different platforms and audiences.
Apply mental triggers and CTAs strategically to boost engagement.
Program
Fundamentals of persuasive copywriting
Storytelling techniques applied to marketing
Creative and emotional writing for social media
Adapting tone of voice to persona and channel (Instagram, Facebook,
LinkedIn, TikTok, YouTube, etc.)
Mental triggers and calls to action (CTAs)
Editorial calendar and strategic narrative line
Viral trends and formats: reels, carousels, threads
Evaluation Methodology
Individual and Group Work (100%)
Bibliography
- Evans, D. e Bratton, S. e McKee, J. (2021). Social media marketing. EUA: AG Printing & Publishing
- Marques, V. e Ferreira , S. (2023). Redes Sociais 360: como comunicar online. Portugal: Actual editora
Teaching Method
Demonstrative and expository theoretical classes and practical classes with the resolution of practical cases based on PBL.
Software used in class
