IPLUSO 21875

Social Media Marketing

• ApresentaçãoPresentation

  Nowadays, Social Media Marketing Management and Strategy plays a central role within organizations, being essential to strengthen brand awareness, enhance audience relationships, and generate sustainable results. Digital transformation and the rapid growth of social platforms have consolidated social media as strategic channels for communication, engagement, and conversion, requiring structured, goal-oriented, and data-driven approaches. This curricular unit is positioned within the field of Digital Marketing and Strategic Communication, providing students with theoretical knowledge and practical skills in managing brands' digital presence. Key topics include strategic frameworks, platform specificities, content formats, goal setting, copywriting techniques, paid media implementation, and performance analysis, contributing to the development of analytical, strategic, and operational competencies required in contemporary digital environments.
• ProgramaProgramme

  Course Contents   [Introduction to Social Media] [The social media ecosystem] [Information sources, studies and trend analysis tools]   [Social Media in Data: market analysis and national and international trends]   [Strategy and Planning] [Brand Context and SWOT Analysis] [Brand Positioning and Personality] [Definition of Strategic Objectives (SMART) for Social Media] [Definition and segmentation of target audience and personas] [Competitor Analysis] [Content Strategy: pillars and conversion-oriented content] [Content Calendar] [Copywriting and Call to Action (CTA)] [Automation and Artificial Intelligence applied to social media] [Digital Platforms]   [Content Creation] [Use of tools for digital image and video creation and editing]    [Organic and Paid Traffic]] [Paid Campaign Structuring] [Segmentation and key pillars of paid traffic]   [Metrics, Reporting and Performance Optimisation]
• ObjectivosObjectives

  By the end of the curricular unit, students are expected to be able to: Understand the theoretical foundations and strategic frameworks of Social Media Marketing; Critically analyse a brand's digital presence, identifying strategic problems and improvement opportunities; Define target audiences and personas, aligning them with the brand's communication objectives; Structure a content strategy based on the marketing funnel and clearly defined editorial pillars; Design and plan paid advertising campaigns on social media, aligning objectives, targeting criteria, and performance metrics; Monitor and evaluate the performance of implemented strategies through the analysis of key performance indicators (KPIs). By the end of the curricular unit, students should demonstrate the ability to plan, implement, and evaluate integrated Social Media Marketing strategies, articulating both organic and paid approaches in a strategic and results-oriented manner.
• BibliografiaBibliography

  Batista, D. (2021). Marketing digital: Conteúdos vencedores. Lisboa: Lidel - Edições Técnicas. Cortez, R. (2022). Aprender a vender com marketing digital. Lisboa: ECO. Faustino, P. (2019). Marketing digital na prática: Como criar do zero uma estratégia de marketing digital. Lisboa: Marcador. Miller, D. (2017). Building a StoryBrand: Clarify your message so customers will listen. HarperCollins Leadership. Opresnik, M. O., Kotler, P., & Hollensen, S. (2023). Social media marketing: Expanda o seu negócio. Lidel. Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Technology for humanity. Wiley.        
• MetodologiaMethodology

  The curricular unit follows a theoretical-practical approach, combining conceptual exposition, critical analysis and practical application of content. Initially, emphasis is placed on the theoretical framework of Social Media Marketing concepts, supported by examples and case studies. As the semester progresses, classes become increasingly practice-oriented, focusing on problem-solving, development of applied projects and the use of digital tools. Active student participation is encouraged through debates, practical exercises and presentations, fostering critical thinking and knowledge consolidation. Assessment integrates both individual and group components, prioritising the strategic application of content and the ability to analyse and make decisions in real or simulated contexts.
• LínguaLanguage

  Português
• TipoType

  Semestral
• ECTS

  5
• NaturezaNature

  Mandatory
• EstágioInternship

  Não