Marketing Digital e E-Business

Not applicable

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 course, students are expected to be able to:

a) Explain the fundamental concepts of digital marketing and e-business;

b) Distinguish the determinants of online consumer behaviour and model this behaviour;

c) Assess the potential business opportunities offered by digital markets;

d) Prepare a digital marketing strategy;

e) Distinguish and apply different digital marketing tools;

f) Investigate autonomously, formulate reasoned judgments and communicate clearly in writing and orally.

1. Fundamental concepts of digital marketing and e-business

2. Online consumer behaviour models

3. E-business models

4. Digital marketing strategy

5. Digital marketing tools

5.1. Search engine optimization

5.2. Websites and landing pages

5.3. Online advertising

5.4. E-mail marketing

5.5. Social media marketing

5.6. Online analytics and metrics

• - Group work, with a weight of 50% in the final grade - 50.0%
• - Test, with a weight of 50% in the final grade; - 50.0%

• - Exam, with a weight of 50% in the final grade - 50.0%
• - individual or group work, with a weight of 50% in the final grade - 50.0%

NAO