The use of the Internet, digital platforms and social networks is a growing reality in Portugal, Europe and the World, so it is fundamental to develop students' communication and online marketing skills.
Programme
Applied Communication
Level of Qualification|Semesters|ECTS
| Semestral | 6
Year | Type of course unit | Language
3
|Mandatory
|Português
Code
ULP1652-14507
Recommended complementary curricular units
Fundamentals of Marketing
Strategic marketing
Operational Marketing
Organizational communication
Communication Management
Professional Internship
Não
Syllabus
1. Introduction
2 - Blended marketing
2.1 - The elements of digital marketing
3 - New consumer and Web 2.0
3.1 - The consumer in digital environments
3.2 - Online shopping behavior
3.3 - Digital Consumer Data Mining
4 - Strategy and Digital Marketing
4.1 - Process of preparation of a digital marketing strategy
5 - Integrated communication digital marketing
5.1 - Website design
5.2 - Search engine marketing
5.3 - Online Advertising
5.4 - Email marketing
5.5. - Buzz marketing and viral marketing
5.6 - Social media and social networks
5.7 - Mobile marketing
6 - E-commerce and E-Business
7 - Evaluation of digital marketing performance
7.1 - Digital marketing metrics (analytics)
7.2 - Analysis of results and corrective actions
Objectives
Identify, analyze and evaluate the consumer and their purchasing behavior in digital environments
Identify and operationalize key aspects of a digital marketing strategy
Apply the main communication tools in the digital environment
Implement the social media tools on consumer engagement with the brand
Identify, describe, evaluate and apply measurement tools of digital marketing actions
Teaching methodologies and assessment
The assessemt metod stipulated is continuous:
Final test (40%)
Practical work (group) (30%)
Practical work (individual) (30%)
References
Blanchard, O. (2011) Social Media ROI: Managing and Measuring Social Media Efforts in Your Organization,¿Boston: Pearson Education¿
Farris, P.; Bendle, N.; Pfeifer, P. & Reibstein, D. (2010) Marketing Metrics: The Definitive Guide to Measuring Marketing Performance (2nd Ed.), Boston: Pearson Education
Monteiro, D. (2014) Comunicação 2.0 - Como o Poder da Web Influencia Decisões e Desafia Modelos de Negócio. Lisboa: Actual.
Parkin, G. (2011) Digital Marketing. Strategies for Online Success, London: New Holland Publishers
Remondes, J.; Afonso, C,; Amaral, I.; Monteiro, D. & Neto, J. (2016) Marketing Digital & E-Commerce. Viseu: Psicosoma.
