Base Knowledge
Teaching Methodologies
The syllabus will be developed by combining lectures with practical sessions and the resolution of exercises or the analysis and discussion of cases.
Learning Results
The aim of the course is to enable students to understand how the changing context, attitude and behaviour of consumers are giving rise to a new digital approach for brands through the use of marktech, digital communication and e-commerce. Finally, it will be important to understand the new realities and frontiers for digital marketing in the immediate future.
Program
1. The digital approach and associated concepts
1.1 The evolution from traditional to digital marketing
1.2 The relationship and complementarity between the traditional and digital approaches
1.3 Digital marketing strategy and online presence
1.4 Agile marketing and algorithmic marketing
1.5 The new consumers
2. Digital communication in the context of integrated communication
2.1 The new communication paradigms
2.2.Content for the different digital media
2.2.1 Communication on digital platforms
2.2.2.Website
2.2.3.Landing pages
2.2.4.E-mail marketing
2.2.5.Digital influencers
2.3 The digital communication strategy
3.Online brand management and managing expectations
4.Marktech
4.1 What a marktech is and its benefits.
4.2 Technological platforms
5. E-commerce
6. The virtual, mixed realities and the new frontiers for digital marketing
6.1 Virtual environments and mixed realities
6.2 The virtual reality
6.3 Personification
Curricular Unit Teachers
João Daniel Faria Gomes Morais
Grading Methods
Continuous assessment comprises group work (50%) and individual work (40%). Participation and activities in class will also be weighted at 10%.
Anyone who obtains a mark of less than 7.5 in any of these areas will fail the course and must take an exam in the following assessment period. Work must be submitted via the inforestudante platform by the date set in the calendar (to be presented at the 1st or 2nd class session). Up to 1 week after this date, work/activities will be accepted with a 20 per cent penalty on the final grade. After that, no work will be accepted and the grade will be 0.
The final exam in this subject consists of an assignment with a script to be provided.
Internship(s)
Bibliography
BATISTA, D. & COSTA, P. (2021). Marketing digital: conteudos vencedores. Editora Lidel.
CARREIRA, F. (2014). Marketing digital na versão 2.0 o que não pode ignorar (3ª edição). Lisboa: Edições Sílabo.
CANAVARRO, A. & MOREIRA, B. (2024). Metaverso no marketing, nas marcas e nos negócios. Lisboa: Edições Lidel.
CHAFEY, D. & ELLIS-CHADWICH, F. (2014). Digital Marketing: Strategy, Implementation and Practice (Fifth edition). London: Pearson.
FAUSTINO, P. (2019). Marketing digital na prática. Lisboa: Marcador.
KOTLER, P., KARTAJAYA, H. & SETIAWAN, I. (2021). Marketing 5.0. Atual Editora.
MARQUES, V. (2019). Marketing digital de A a Z. Braga: Edição Digital 360.
MOUTINHO, L., TEIXEIRA, N. & ZEFERINO. A. (2022). Marketing futureland: antecipação e resposta ao futuro do marketing. Lisboa: Edições Lidel.
RYAN, D. (2014). Understanding Digital Marketing: Market
