Class Digital Marketing

The course aims to introduce students to digital marketing from both a theoretical and applied perspective. It also aims to familiarise students with best practices in the field of digital marketing, covering the various channels and strategies implemented in them. The aim is to enable students to make decisions in a digital marketing context, in particular to optimise and manage digital marketing plans and budgets.

Not applicable

1. Digital marketing a. Traditional marketing and digital marketing  b. Definition c. Planning 2. Channels, Strategies and Platforms a. Social media marketing: Microblogging and other social networks b. Search Engine Marketing and Search Engine Optimisation c. Creation of websites and online shops d. E-mail marketing e. Mobile marketing f. Google Ads 3. Analysis and Metrics a. Monitoring and analysing results b. Results report: from objectives to data c. Productivity tools 4. The Digital Marketing Plan

Assessment is continuous and includes the following elements, weighted accordingly: Group work - 50  Individual work - 40% Attendance and participation - 10% 

Adolpho, C. (2012). Os 8 P’s do Marketing digital, o guia estratégico do marketing digital. Lisboa: Texto editores. Afonso, C., Amaral, I., Monteiro, D., Neto, J. & Remondes, J. (2016). Marketing digital & E-commerce. Viseu: Psicosoma. Carreira, F. (2014). Marketing digital na versão 2.0 o que não pode ignorar (3ª edição). Lisboa: Edições Sílabo. Chafey, D. & Ellis-Chadwick, F. (2014). Digital Marketing: Strategy, Implementation and Practice (Fifth edition). London: Pearson. Faustino, P. (2019). Marketing digital na prática. Lisboa: Marcador. Marques, V. (2014). Mkt digital 360. Coimbra: Conjuntura Actual Editora. Marques, V. (2016). Redes sociais 360. Coimbra: Conjuntura Actual Editora. Ryan, D. (2014). Understanding Digital Marketing: Marketing Strategies for engagint the digital generation. London: Kogan Page.