e-Marketing

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

Periodic assessment
  • - Group work - 50.0%
  • - Test - 50.0%
Assessment by exam
  • - 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.