Online Marketing

N/A

The theoretical contents of the curricular unit will be presented through theory lectures and theorical/pratical for resolution of exercises or discussion and analysis of case studies.

The assessment includes a group work (50%), a individual work (40%). Participation will count for 10% of the final grade.

The final examination of this assignment consists in a individual work.

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 to brands through digital communication, social networking and e-commerce.

1. Introdution

a. Digital Marketing vs. traditional marketing

b. The focus on the new consumer

c. The evolution of the Internet: from 1.0 to 3.0.

d. Digital communication within the integrated communication

e. On line brand management and customer experience management

2. Communication 2.0.

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

            ii. Social media monitoring tools

           iii. Facebook

           iv. Twitter

            v. Instagram

           vi. Youtube

          vii. Snapchat

3. E-commerce

a. The Impact of E-Commerce on Marketing

b. E-commerce project

• - Individual and/or Group Work - 50.0%
• - Individual Work - 40.0%
• - Attendance and Participation - 10.0%

• - Individual and/or Group Work - 100.0%

NAO

ADOLPHO, C. (2012). Os 8 P’s do Marketing digital, o guia estratégico do marketing digital. Lisboa: Texto editores.

BATISTA, D. & COSTA, P. (2021). Marketing digital: conteudos vencedores. Editora Lidel.

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-CHADWICH, 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.