Teaching Methodologies
The teaching method will be expository using slides and other multimedia material, appealing to pupil
participation in discussion and analysis of addressed subjects and also on the case studies presented.
Selected scientific papers will be given to promote research that supports practical work to be presented orally on class.
Learning Results
On the digital era enterprises are facing a constantly changing world. Adaptation to new realities brought by
globalization passes through new products and services design, aiming new clients and new markets. Web
Marketing together with e-commerce allow enterprises to achieve these news goals. This way pupil will learn to develop
marketing plans with functions on market research, through brand and product management to client
relationship management. The use of these functions on an interrelation and creative way based on Web
Marketing models and tools allows to reach new markets, product and brand reposition and also to achieve
new client segments. Optimization of marketing campaigns and competition analysis will be based on Web
Analytics metrics.
Program
1 Introduction
2 e-marketing models
3 e-CRM – electronic client relationship management
4 e-Marketing tools Ferramentas de e-Marketing
5 Mobile Marketing
6 Social Network Marketing.
7 Traffic analysis and management
8 Web Marketing Website design
Internship(s)
NAO
Bibliography
1. e-Marketing eXcellence: Planning and optimising your digital, Dave Chaffey , PR Smith, ISBN-13: 978-
0750689458.
2. The Ultimate Web Marketing Guide, Michael Miller, ISBN-13: 978-0789741004.
3. E-Commerce 2011, 7/E, Kenneth Laudon, Carol Guercio Traver , ISBN-13: 9780136091196