Base Knowledge
Marketing Fundamentals.
Teaching Methodologies
The following teaching-learning methodologies will be used:
1. Expository, using audio-visual 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
It is expected that by the end of the curricular unit each student is entitled to:
a) Understand the fundamental concepts of e-marketing;
b) Understand the determinants of online consumer behaviour and model this behaviour;
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) Distinguish and apply different e-marketing techniques;
g) Research independently, make reasoned judgments and communicate oral and written clearly.
Program
1. Fundamental concepts of e-marketing
2. Online consumer behaviour models
3. E-business models
4. Online marketing mix adaptation
4.1. Online product and brand management
4.2. Online price management
4.3. Online distribution
4.4. Online marketing communication
5. Online relational marketing
6. E-marketing techniques
Curricular Unit Teachers
Grading Methods
- - Group work - 50.0%
- - Test - 50.0%
- - Individual work - 50.0%
- - Exam - 50.0%
Internship(s)
NAO
Bibliography
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.