Digital Marketing and E-Business

Objectives

1) Understand the structuring concepts of Digital Marketing and e-business;
2) Identify opportunities and threats in digital markets;
3) Conceptually and operationally master the main digital marketing techniques;
4) Diagnose and develop solutions for online business problems;
5) Develop oral and written communication skills, creative development and teamwork.

Program

1. Introduction to Digital Marketing and e-business
2. Digital Marketing Strategy
3. Omnichannel Marketing, CRM, and Marketing Automation
4. Search engines and online advertising, SEM – SEO / SEA
5. Content Marketing
6. Social Media Marketing
7. Web development and UX/UI
8. Digital Marketing Planning

NOTE: This curricular unit is not taught in English.

Teaching Methodologies

The presentation of the syllabus will be based on a theoretical and theoretical-practical approach, building a basic reference framework, either through explanation or through research and synthesis. These methodologies will be complemented, from an application and analysis perspective, based on case studies and problem-solving. The development of skills will be enhanced by simulation and video training strategies.

NOTE: This curricular unit is not taught in English.

Bibliography

Chaffey, D., & Ellis-Chadwick, F. (2016). Digital marketing: Strategy, Implementation and Practice (6e ed.). Pearson Education Limited.

Marques, V. (2014). Marketing digital 360. Leya.

Stokes, R. (2018). eMarketing: The essential guide to digital marketing. Quirk eMarketing. Open Access. (Stokes, 2018)

Strauss, J. (2016). E-marketing. Routledge.

Chaffey, D. (2015). Digital business and E-commerce management. Pearson Education Limited.

Kingsnorth, S. (2016). Digital marketing strategy: an integrated approach to online marketing. Kogan Page Publishers.

Kotler, P., Kartajaya, H., & Setiawan, I. (2016). Marketing 4.0: Moving from traditional to digital. John Wiley & Sons.

Marques, Vasco (2018). Redes Sociais 360. Actual Editora.

Osterwalder, A., Pigneur, Y., Bernarda, G., & Smith, A. (2015). Value proposition design. Campus Verlag.

Rogers, D. L. (2016). The digital transformation playbook: rethink your business for the digital age. Columbia University Press.

Ryan, D. (2016). Understanding digital marketing: marketing strategies for engaging the digital generation. Kogan Page Publishers.