IPLUSO 26840

Business Models, Sales and Digital Marketing

• ApresentaçãoPresentation

  This course unit aims to develop skills in designing and implementing business models adapted to the digital environment. It covers results-driven sales and digital marketing strategies, focusing on value creation, market segmentation, and data-driven decision-making. Through a practical and strategic approach, students analyze real-world cases and apply essential tools for managing and growing businesses in today’s market.
• ProgramaProgramme

  1. The digital environment 1.1 Technological evolution: past, present, and future 1.2 Access tools, channels, and devices 1.3 Technology adoption barriers and models 1.4 Company cultures and values in the digital context 1.5 The 4 P`s in the digital context 2. Online consumer behavior 2.1 The consumer journey 2.2 Omnichannel 2.3 Online consumer experience 2.4 Segmentation 3. E-commerce e E-business 3.1 Framework 3.2 E-commerce typologies 4. Digital marketing topics 4.1 SEO and SEM 4.2 Social media marketing 4.3 E-mail marketing 4.4 Mobile marketing 4.5 Online advertising 4.6 Affiliate marketing 4.7 Monitorization and web analytics 5. Digital marketing plan 5.1 Design 5.2 Implementation 5.3 Monitoring 5.4 Assessment
• ObjectivosObjectives

  The objectives of the course are: Understand the new context, challenges, advantages and risks associated with an organization's digital strategy in the domestic and global markets; Know the fundamentals of e-commerce and e-business and how to implement a business on the Internet; Apply marketing concepts, techniques, strategies in the digital context, by identifying best practices; Know and use tools, services and other technological instruments in the context of the Internet to support the implementation of marketing actions; Develop skills to execute the different phases of a digital marketing plan.
• BibliografiaBibliography

  Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing. Pearson. Kingsnorth, S. (2019). Digital marketing strategy: an integrated approach to online marketing. Kogan Page Publishers. Hamilton, R., & Price, L. L. (2019). Consumer journeys: Developing consumer-based strategy. Jobber, D., Lancaster, G. & Le Meunier-FitzHugh, K. (2019). Selling and Sales Management. Pearson. Jobber, D., & Ellis-Chadwick, F. (2024). Principles and Practice of Marketing. McGraw-Hill Education.  
• MetodologiaMethodology

  Classes have a theoretical-practical nature, encouraging active participation from students. The assessment methodology is based on the presentation of theoretical concepts through expository methods, and the exploration of themes through the use of active methodologies, which include carrying out exercises and developing individual and group work. Continuous assessment includes a moment of individual assessment (50%) and practical group assessment work (50%). The assessment is carried out in accordance with the approved Assessment Regulations. Furthermore, the use of appropriate methodologies for distance learning, such as Problem-Based Learning (PBL), which encourages the resolution of real problems, is assumed to be effective. Tools such as forums, interactive quizzes and project work favor formative and summative assessment, providing continuous feedback. Gamification, introducing game elements to engage students, also shows promise.
• LínguaLanguage

  Português
• TipoType

  Semestral
• ECTS

  4
• NaturezaNature

  Mandatory
• EstágioInternship

  Não