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IPLUSO 14507

Digital Marketing

Marketing Management
  • ApresentaçãoPresentation
    This course aims to provide students with knowledge and mastery of the basic and transversal concepts of Digital Marketing.   To enable students, in a working context, to apply Digital Marketing techniques in the creation and development of products or services in companies.   Understand the conceptual framework of Digital Marketing and its importance.   Analyze the importance of Digital Marketing for companies in the current global context.   Prepare students for an understanding of Digital Marketing channels and to develop successful marketing campaigns using the numerous online and mobile platforms.
  • ProgramaProgramme
    Theoretical classes: Presentation and discussion of concepts and theories within the following topics:   Principles of Digital Marketing   Technology at the service of Marketing and Communication   Digital Platform Marketing   The Digital Consumer   Marketing in Social Media   Digital Marketing Metrics   Digital Marketing Plan   Theoretical-practical classes: 1. Practical application of the theoretical knowledge acquired in Marketing in its different stages.   2. Preparation of practical work in class.
  • ObjectivosObjectives
    To provide students with learning about all aspects of Digital Marketing, in order to enhance the use of new digital technologies available in marketing;   To design, plan and implement communication and market strategies through multi-platforms.   Promote products or services through the use of electronic distribution channels to reach consumers in a personalized, fast and efficient way, with the lowest possible cost;   Identify the tools of emarketing and ecommerce;   Apply the information and communication management tools, creating an interactive relationship, focused on consumer needs;   Develop and execute the marketing and communication planning of an online market strategy;   Develop, coordinate and monitor the impact of digital marketing campaigns;
  • BibliografiaBibliography
    Adolpho, Conrado. Os 8 Ps do Marketing Digital - O guia estratégico de marketing digital, Texto Gestão, 2012   Cardoso, G. (2006). Os Media na Sociedade em Rede. Lisboa: Fundação Calouste Gulbenkian.   Carrera, F. (2012). Marketing Digital na Versão 2.0 - O que não pode ignorar. 2ª Edição. Lisboa: Edições Sílabo.   Castells, M. (2002). A Era da Informação: Economia, Sociedade e Cultura, Vol. 1: A Sociedade em Rede, Lisboa: Fundação Calouste Gulbenkian.   Chaffey, D., & Smith, P. R. (2013). Emarketing excellence: Planning and optimising your digital marketing (4 ed.). Oxon: Routledge.    Chaffey, Dave & Ellis-Chadwick, Fiona, "Digital Marketing: Strategy, Implementation and Practice", Pearsons, 5ª Edição, 2012   Dias, P. (2014). Viver na Sociedade Digital. Parede: Princípia.   Dionisio, Pedro, Canhoto, Rogerio et al, "B-Mercator - Blended Marketing", Lisboa, Editora D. Quixote, 2009   Marques, Vasco;Marketing Digital 360, Actual Editora, 2015. ISBN: 9789896940683
  • MetodologiaMethodology
    Teaching-learning methodologies with business cases and multimedia.
  • LínguaLanguage
    Português
  • TipoType
    Semestral
  • ECTS
    6
  • NaturezaNature
    Mandatory
  • EstágioInternship
    Não