Marketing Digital e E-Business

N/A

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.

At the end of the curricular unit, 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.

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

This curricular unit provides the following types of assessment:

a) Periodic assessment;

b) Assessment by exam.

The periodic assessment comprises the following assessment components:

a) A test, with a weight of 50% in the final grade;

b) A group work, with a weight of 50% in the final grade.

The assessment by exam comprises the following assessment component:

a) An exam, with a weight of 100% in the final grade.

NAO