Digital Marketing

N/A

The teaching methodology is consistent with the objectives of the curricular unit because the exposure of the syllabus associated with presentation of case studies and exercises resolution will allow a correct understanding of the subject.

The curricular unit’s purpose is to allow students to develop a clear perception of how changes in the context, in the attitudes and also in consumers’ behavior call for a new approach of marketing and digital communication.

CHAPTER 1.
Introduction
a. Marketing: Approaches, Meaning, Definition
b. Digital Marketing vs. traditional marketing
c. The focus on the new consumer
d. Digital communication within the integrated communication
CHAPTER 2
1. The implementation and practice of digital marketing.
a. The Characteristics of Digital Marketing
b. Planning a campaign
2. Digital Communication
a. New paradigms and new communication models
b. Network communication
c. The new marketing communications tools to new consumers
d. Interaction and socials media
e. The Social network
i.The social media management

• - Group work - 50.0%
• - Presence and class participation - 10.0%
• - Individual work - 40.0%

• - work - 50.0%
• - Written test - 50.0%

NAO

– Adolpho, C. (2012). Os 8 P’s do Marketing digital, o guia estratégico do marketing digital. Lisboa: Texto editores.
– Afonso, C., Amaral, I., Monteiro, D., Neto, J. & Remondes, J. (2016). Marketing digital & E-commerce. Viseu: Psicosoma.
– Carreira, F. (2014). Marketing digital na versão 2.0 o que não pode ignorar (3ª edição). Lisboa: Edições Sílabo.
– Faustino, P. (2019). Marketing digital na prática. Lisboa: Marcador.
– Chafey, D. & Ellis-Chadwick, F. (2014). Digital Marketing: Strategy, Implementation and Practice (Fifth edition). London: Pearson.
– Ryan, D. (2014). Understanding Digital Marketing: Marketing Strategies for engagint the digital generation. London: Kogan Page.