Marketing Digital e E-Business

Marketing Fundamentals

The following teaching-learning methodologies will be 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.

It is expected that by the end of the curricular unit each student is entitled to:

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

b) Understand the determinants of online consumer behavior and modelize this behavior;

c) Understand the potential of online markets business opportunities;

d) Understand the adaptation of the strategy and operational tools of marketing to the online environment;

e) Understand the mechanisms of online customer relationship management;

f) Know the methodology of designing and evaluating digital platforms;

g) Research independently, make reasoned judgments and communicate oral and written clearly.

1. Fundamentals of digital marketing and e-business

2. Models of online consumer behavior

3. E-business models

4. Adaptation of online marketing mix

4.1. Online product and brand management

4.2. Online price management

4.3. Online distribution

4.4. Online marketing communication

5. Online relationship marketing

6. Design and assessment of the online user experience

• - Trabalho individual - 50.0%
• - Prova escrita individual - 50.0%

• - Prova escrita individual - 50.0%
• - Trabalho de grupo - 50.0%

NAO

Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing: Strategy, Implementation and Practice (7th ed.). Pearson.

Chaffey, D., & Smith, PR (2017). Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing (5th ed.). Routledge.

Charlesworth, A. (2018). Digital marketing: A practical approach (3rd ed.). Routledge.

Faustino, P. (2019). Marketing Digital na Prática. Marcador.

Frost, R., Fox, A. K., & Strauss, J. (2018). E-Marketing (8th ed.). Routledge.

Gouveia, M. (2022). Marketing Digital: O Guia Completo. Ideias de Ler.

Kingsnorth, S. (2016). Digital Marketing Strategy: An Integrated Approach to Online Marketing. 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.

Ryan, D. (2016). Understanding Digital Marketing (4th ed.). Kogan Page.