Learning Results
Digital marketing concepts and practice are evolving tremendously among several industries, especially by
the leading companies among each industry utilizing the mass reach of digital tools and social media
platforms, benefiting from the possibility to create individually tailored approach. This course will give to
the student a clear understanding of the importance of digital marketing. At the end of this course,
students should be able to learn all aspects of internet marketing and social media marketing; know the
market opportunities and risks / potential digital; evaluate the power of social networking and its various
boosters; integrating online and offline marketing strategies; maximize the company’s profitability through
digital tools and pricing strategies; develop ways to leverage technology to create augmented reality
solutions; and explore new technologies to create new markets.
Program
1-Digital Marketing Plan
2- Marketing in the digital age
3- Online consumer behavior
4. The marketing mix in digital marketing
5. New trends in digital marketing
6- Digital Media
6.1. Websites
6.2. E-mailing
6.3. Podcasts
6.4. Newletters
6.5. Fóruns
6.6. Blogs
7- Management of social networks
7.1. Facebook
7.2. Google
7.3. Youtube
7.4. Instagram
7.5. Twitter
7.6. Linkedin
8- Mobile Marketing
9- Search Engine Marketing (SEO)
Internship(s)
NAO
Bibliography
Ascensão, Carlos (2010), Google Marketing – A mais poderosa arma para atingir os seus clientes, Edições
Sílabo.
Carrera, Filipe (2014), Marketing Digital na versão 2.0, Edições Sílabo.
Conrado, Adolpho (2012), Os 8 P´s do Marketing Digital – o guia estratégico do marketing digital, Novatec.
Gabriel, Martha (2009), Marketing na era digital. Conceitos, plataformas e estratégias, Novatec.
Haig, M. (2002), Mobile Marketing, Kogan Page, London.
Hortinha, Joaquim (2002), X-Marketing, Edições Sílabo.
Marques, Vasco (2014), Marketing Digital 360, Editora Actual.
Strauss, Judy (2006), e-Marketing, Prentice Hall, USA.
Telles, André (2011), A revolução das Mídias Sociais, M.Books.