Computer Applications for Marketing

Learning in this curricular unit is based on active, student-centered methods, namely through problem-solving, PBL – Problem based
Learning, exploring various ways of finding the most effective solutions in a given marketing application context, ensuring that critical and
analytical thinking is present in the hypotheses under discussion. The solutions must be strategies that captivate potential customers, that
automate tasks using artificial intelligence or other techniques, and that are capable of creating the most impactful messages.
Learning will also involve the development of an integrated project (Project Based-learning) which will include the various technologies and
techniques studied, integrating SEO, graphic and multimedia design, mobile applications, among others and depending on the application
context, where students are expected to use various tools skilfully. The project will be made up of several stages that will endeavour to meet
the appropriate attitude in the construction of projects of this nature, made up of several iterations and adjustments, up to the proposal of a
solution/prototype.
Classes will be theoretical and practical in nature, using various tools, technologies and techniques to develop solutions and prototypes. It is
intended that learning will take place throughout the class periods, with research also taking place outside of class, using a flippledclassroom,
with challenges to be set for subsequent classes, allowing students to debate potential solutions together.

The Computer Applications for Marketing (AIM) CU aims to enable students to:
C1 – use technological tools and techniques to guarantee the effectiveness of marketing campaigns, based on mobile applications, web
sites or others, with UX/UI principles that maximize attention and impact on the customer.
Students should achieve the objectives applied to Marketing:
LO1- Understand web design and Search Engine Optimisation (SEO)
LO2 – Develop skills and use graphic design, multimedia and visual communication tools to create attractive campaigns
LO3 – To prototype mobile applications dedicated to promoting products and services
LO4 – Apply good visual communication and usability practices in line with campaign objectives
LO5 – Understand and apply concepts of Artificial Intelligence, content personalisation, and the use of chatbots to improve campaigns and
customer interactions

Computer Applications for Marketing (MK)
1.1 Digital technologies in MK
1.2 SEO (Search Engine Optimization), web design and multimedia in MK
1.3 Tools and platforms
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2. SEO for MK
3 Web design and the creation of digital interfaces
3.1 Principles of web design: usability, responsiveness and accessibility
3.2 Tools and creation of page design and visual elements for campaigns
4. Visual Communication and Graphic Design
4.1 Graphic design and visual identity
4.2 Design tools and creation of visual materials in MK
5. Multimedia Content Production
5.1 Creating videos and animations
5.2 Designing interactive presentations and infographics
5.3 Multimedia in campaigns
6. Prototyping Mobile Interfaces and Applications
6.1 Introduction to UX/UI in MK
6.2 Prototyping tools and creating prototypes
7. Artificial Intelligence (AI) Applied to MK
7.1 Automation in MK
7.2 Content creation with AI

NAO