2 ECTS; 1º Ano, Anual, 12,0 TP , Cód. 20385.
Lecturer
- Vasco Ribeiro dos Santos (1)
- Pedro André dos Santos Esteves (2)
(1) Docente Responsável
(2) Docente que lecciona
Prerequisites
Objectives
Plan and manage digital customer relationship strategies.
Use automation and AI tools in email marketing.
Measure and optimise campaigns based on metrics and A/B testing.
Program
Customer relationship strategies in the digital environment
Email marketing platforms and tools
Behavioural segmentation and automated campaigns
Introduction to e-CRM and Customer Data Platforms (CDPs)
Application of AI in email automation and behaviour prediction
A/B testing and campaign optimisation
KPI measurement
Evaluation Methodology
Individual and Group Work (100%)
Bibliography
- Goldenberg, B. (2020). The definitive guide to CRM: Maximizing customer relationships . London: Pearson
- Marques, A. (2023). Marketing Relacional . Portugal: Sílabo
Teaching Method
Demonstrative and expository theoretical classes and practical classes with the resolution of practical cases based on PBL.
Software used in class
