Publication in the Diário da República: Despacho n.º 4719/2022 de 21/04/2022
6 ECTS; 2º Ano, 1º Semestre, 28,0 PL + 28,0 TP + 14,0 OT , Cód. 605921.
Lecturer
- Inaê Pimentel Santa Ana (2)
- Vasco Ribeiro dos Santos (1)(2)
(1) Docente Responsável
(2) Docente que lecciona
Prerequisites
Objectives
(1) Master the new communicating ways, that have emerged with new media, namely the Internet
(2) Master web 4.0 tools.
(3) Know and use social media, according to digital strategy and pre-established objectives.
Program
The impact of technology
1. The marketing communication and e-marketing mix
2. The interface between marketing communication and information and documentation services
New media management
1. Data Driven Marketing
2. Organisational culture, decision support systems and new individual skills
3. Technology and Customer Segmentation
4. Modelling social interaction: integrating online and real behaviour
5. Social media: Analysing and discussing best and worst practices
6. Paid search and display advertising: Results-orientated strategies
7. Marketing Return On Investment
Evaluation Methodology
Theoretical- practical work
Frequency exam
Bibliography
- Hollensen, S. e Kotler, P. (2023). Social Media Marketing. Lisboa: Lidel
- Kotler, P. (2021). Marketing 5.0 - Tecnologia para a Humanidade. Lisboa: Actual Editora
- Leonhard, L. (2019). Tecnology vs Humanity. Londres: The Futures Agency
- Longo, W. (2019). Marketing e Comunicação na era Pós-digital. Brasi: Alta Books
Teaching Method
1. Expository
2. Demonstrative
3. Simulated practice
Software used in class
E-goi; Shopify; Salesforce: Hubspot; Swonkie; Social Bakers
