IPLUSO 14507

Digital Marketing

• ApresentaçãoPresentation

  The course presents the student with the characteristics and potential of the digital environment and how they can be incorporated into the company's Marketing Plan. It is expected that the student, when taking the course, develop an analytical and strategic thinking on how to understand and use the digital context in strategic marketing planning.
• ProgramaProgramme

  Characteristics of the digital environment Online consumer behavior Communication, Marketing and Branding in the digital context Digital planning and strategies The Digital communication plan The Digital Marketing Plan
• ObjectivosObjectives

  The objective of the Digital Marketing discipline is to introduce the student to the characteristics, potential and restrictions of the digital context and to develop the ability to understand how to include the digital environment in the company's Marketing strategy. The course is divided into four central topics: characteristics of the digital environment, online consumer behavior, communication, Marketing and Branding in the digital context and Digital planning and strategies.
• BibliografiaBibliography

  Damian Ryan, ?Understanding Digital Marketing: A Complete Guide to Engaging Customers and Implementing Successful Digital Campaigns?, 5th edition, 2021, KoganPage Publishing. Simon Kingsnorth, ?Digital Marketing Strategy, an Integrated Approach to Online Marketing?, 2nd edition, 2020, KoganPage Publishing. Waqas, M., Hamzah, Z. L., & Salleh, N. A. M. (2021). Customer experience with the branded content: A social media perspective. Online Information Review. Voorveld, H. A. (2019). Brand communication in social media: A research agenda. Journal of Advertising, 48(1), 14-26  
• MetodologiaMethodology

  No ensino de marketing digital, a discussão crítica de casos reais é uma metodologia avançada que permite aos alunos mergulhar profundamente nas nuances estratégicas e operacionais de campanhas de marketing bem-sucedidas e fracassadas. Através do estudo de caso, os estudantes são incentivados a analisar e questionar as decisões tomadas pelas empresas, considerando o contexto de mercado, a segmentação de público-alvo, as ferramentas digitais utilizadas e os resultados alcançados. Essa abordagem promove o desenvolvimento de habilidades analíticas e críticas, além de oferecer insights valiosos sobre como as teorias de marketing são aplicadas na prática. Ao discutir casos reais, os alunos aprendem a identificar fatores-chave de sucesso e armadilhas comuns, preparando-os para tomar decisões informadas e estratégicas em suas próprias carreiras de marketing digital.
• LínguaLanguage

  Português
• TipoType

  Semestral
• ECTS

  4
• NaturezaNature

  Mandatory
• EstágioInternship

  Não