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Detalhes do curso

Conhecimentos de Base Recomendados

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Objetivos

This course aims to provide a managerial perspective about digital marketing so students are able to exploit the potential of the digital context.

The course is focused on discussing the topics:
Marketing strategy in the digital context
SEO, SEA, SEM
Inbound Marketing
CRM
Social media Marketing
Digital influencers
Métodos de Ensino

The classes will use a mixed method with exposition/lecture component. The practical exercises are performed in computer and there will be case studies to be discussed. Students will use the Simbound simulation system to test their strategies.
Estágio(s)

Não
Programa

1. Search Engine Optimization (SEO)
2. Search Engine Advertising (SEA) and Search Engine Marketing (SEM)
3. Buyer Persona and Market Segmentation
4. Inbound Marketing
5. Branding in the digital context
6. Social Media Marketing (SMM)
7. Digital Influencer Marketing
8. Social Listening
9. Developing a Digital Marketing Plan
Demonstração de conteúdos

This course provides a holistic understanding of digital marketing, empowering students to adopt a managerial perspective. Covering topics such as SEO, SEA, SEM, buyer personas, market segmentation, inbound marketing, branding, social media marketing, digital influencer marketing, social listening, and digital marketing planning, it equips students with the knowledge and skills needed for managerial roles. From optimizing online visibility to strategic planning, effective audience targeting, brand management, and campaign analysis, this course enables students to make informed decisions and lead digital marketing efforts within organizational contexts, aligning strategies with business goals and achieving success in the digital landscape.
Demonstração da metodologia

The teaching and learning methodologies defined foster an active learning process, stimulating student curiosity, engaged participation, and practical application of the topics discussed in class.
The use of the simulation model Simbound will help students realize the effects of different strategies in the digital context.
Docente(s) responsável(eis)

Paulo Duarte Valente Almeida da Silveira - 1.º Semestre
Bibliografia

Kingsnorth, S., Digital Marketing Strategy : An Integrated Approach to Online Marketing, Kogan Page\n\nLemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of marketing, 80(6), 69-96.\n\nShavitt, S., & Barnes, A. J. (2020). Culture and the consumer journey. Journal of Retailing, 96(1), 40-54.