Base Knowledge
N/A
Teaching Methodologies
In this curricular unit, the following teaching methods are used:
1. Expository, using audiovisual means to explain the syllabus;
2. Active, through the resolution of practical cases and discussion of case studies and scientific articles;
3. Collaborative, through group work.
Learning Results
At the end of the course, students are expected to be able to:
a) Explain the fundamental concepts of digital marketing and e-business;
b) Assess the potential business opportunities offered by digital markets;
c) Prepare a digital marketing strategy;
d) Distinguish and apply different digital marketing tools;
e) Investigate autonomously, formulate reasoned judgments and communicate clearly in writing and orally.
Program
1. Fundamental concepts of digital marketing and e-business
2. E-business models
3. Digital marketing strategy
4. Digital marketing tools
4.1. Search engine optimization
4.2. Websites and landing pages
4.3. Online advertising
4.4. E-mail marketing
4.5. Social media marketing
4.6. Online analytics and metrics
Curricular Unit Teachers
Nuno Miguel Fortes Fonseca SantosGrading Methods
- - exam - 50.0%
- - Individual work - 50.0%
- - test - 50.0%
- - Group work - 50.0%
Internship(s)
NAO
Bibliography
Chaffey, D., & Ellis-Chadwick, F. (2022). Digital Marketing: Strategy, Implementation and Practice (8th ed.). Pearson.
Chaffey, D., & Smith, PR (2023). Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing (6th ed.). Routledge.
Charlesworth, A. (2023). Digital marketing: A practical approach (4th ed.). Routledge.
Frost, R., Fox, A. K., & Daugherty, T. (2023). eMarketing: Digital Marketing Strategy (9th ed.). Routledge.
Gabriel, M., & Kiso, R. (2023). Marketing na Era Digital – Conceitos, Plataformas e Estratégias (2.ª ed.). Atlas.
Kingsnorth, S. (2022). Digital Marketing Strategy: An Integrated Approach to Online Marketing (3rd ed.). Kogan Page.
Kotler, P., Kartajaya, H., & Setiawan, I. (2017). Marketing 4.0: Mudança do Tradicional para o Digital. Actual Editora.
Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Tecnologia para a Humanidade. Actual Editora.