IPLUSO 21879

Mobile Marketing

• ApresentaçãoPresentation

  This course aims to provide the necessary methodological, technical, and conceptual knowledge for creating digital marketing campaigns tailored to mobile devices, such as smartphones and tablets. Throughout the semester, students will develop strategies that integrate 3D content, augmented reality (AR), audio, and video, while also exploring the potential of the metaverse as an emerging platform for campaign promotion. The activities taught aim to enhance the ability to plan and implement marketing actions, with a focus on technological innovation and the interactivity provided by these new digital tools.
• ProgramaProgramme

  Fundamentals, specificities, and challenges in creating marketing campaigns for smartphones and tablets. AR development platforms: Analysis of different solutions (such as Unity, Lens Studio) to create immersive experiences. Integration of interactive content into social media and digital platforms: How to adapt AR campaigns for Facebook, Instagram, TikTok, and other social networks. Storytelling and interaction design in AR: Techniques to create engaging narratives and effective interactions in virtual and augmented environments. UX in mixed reality: Usability principles to improve user experience in immersive campaigns. Emerging trends in digital and immersive marketing: Exploration of new technologies and strategies, such as AI and NFTs, applied to AR marketing and the metaverse. Ethical and privacy challenges in immersive experiences: Discussion on how to handle personal data and protect users in virtual environments
• ObjectivosObjectives

  1. Organize project content with a view to integrating into multidisciplinary teams, promoting effective collaboration in digital marketing campaigns. 2. Develop audiovisual content suitable for integration into metaverse platforms, social media, and other digital channels, considering the specificities of each medium. 3. Understand the different tools and software available for producing augmented reality (AR) content, focusing on interactive and immersive experiences. 4. Apply concepts of design and storytelling in the creation of digital campaigns for mobile devices, using visual, auditory, and 3D elements in a creative and effective manner. 5. Develop strategic digital planning skills aligned with emerging trends in mobile marketing and immersive technologies. 6. Integrate usability and user experience (UX) practices into creating campaigns that maximize user interaction and engagement.
• BibliografiaBibliography

  Hackl, C., & Wolfe, S. (2017). Marketing new realities: An introduction to virtual reality & augmented reality marketing, branding, & communications. Meraki Press. Baruah, R. (2020). AR and VR Using the WebXR API. In Learn to Create Immersive Content with WebGL, Three. js, a-Frame, and Babylon. js. https://doi.org/10.1007/978-1-4842-6318-1  
• MetodologiaMethodology

  In this course, students will have direct practical application with digital marketing tools and platforms for mobile devices, focusing on the creation of campaigns that integrate augmented reality (AR), interactive videos, and 3D content. The goal is for students to understand the potential and challenges of these technologies within the context of marketing, exploring innovative strategies to engage target audiences on smartphones and tablets and new devices. By the end of the course, students will have developed and implemented a digital marketing campaign using AR and other immersive resources, considering concepts such as: usability in mobile interfaces, interactivity in AR, content adaptation for social media and mobile platforms, as well as performance metrics analysis.
• LínguaLanguage

  Português
• TipoType

  Semestral
• ECTS

  4
• NaturezaNature

  Mandatory
• EstágioInternship

  Não