Curricular Unit:Code:
Digital Marketing1175MDIG
3UndergraduateBusiness Sciences5 ects
Learning Period:Language of Instruction:Total Hours:
Winter SemesterPortuguese/English65
Learning Outcomes of the Curricular Unit:
Mapping the major areas of Digital Marketing, understanding all the dynamism of this “new time”.
Knowledge and understanding of the impact of new digital technologies on Marketing and how these technologies are transforming Marketing practices, in the construction of strategies and their materialisation.
Ability to understand the diversity of options, in terms of tools and digital channels available; the valences of Artificial Intelligence (AI); Blended Marketing; the production of contents and the elaboration of the Digital Marketing Plan.
1. The Fourth Industrial Revolution”
1.1. Marketing Evolution
1.2. Impacts and transformation
2. The Marketing Plan
2.1. Structure and contents
2.2. The P's of Digital Marketing
2.3. Target audience vs buyer persona
2.4. SWOT analysis
3. Digital Marketing Channels and Tools
3.1. Website and online store
3.1.1. visual marketing
3.1.2. positive features
3.1.3. situations to avoid
3.1.4. Optimization and Digital Marketing SEO and SEM
4. Digital Marketing Trends
4.1. Blended Marketing
4.1.1. the phygital concept
4.2. Artificial Intelligence (AI) and Marketing
4.3. Metaverse and Digital Marketing
4.3.1. Options and uses
Demonstration of the Syllabus Coherence with the Curricular Unit's Objectives:
In order to guarantee the understanding and subsequent application of theoretical knowledge articulated in the bibliographic sources available on Marketing, digital technologies and their consequences in marketing ”, the program is divided into four components: The fourth Industrial Revolution, The Marketing plan, Channels and Digital Marketing tools, Digital Marketing Trends. The focus is on digital tools at the service of Marketing, namely Artificial Intelligence, but always articulated, or complemented, with physical Marketing (blended marketing).
Teaching Methodologies (Including Evaluation):
Theoretical classes, with presentation by the teacher, followed by practical exercises developed in the classroom.
The evaluation is done through a test (50%) and the development of a practical work (45%). The remaining 5% reflects attendance and participation in the classroom.
Demonstration of the Coherence between the Teaching Methodologies and the Learning Outcomes:
ponto repetido
Schwab, Klaus. (2016). “A quarta Revolução Industrial”, capítulo 1
Marketing 4.0, Kotler, P., Kartajaya, H, Setiawan (2017).Tendências fundamentais moldando o Marketing. “Mudanças de poder para os consumidores conetados”. (Plano de Marketing) (As 26 melhores ferramentas de marketing digital) (Marketing Digital em 2022: o que é e como funciona? (Modelos de site: 35 tipos de sites explicados e com exemplos práticos) (7 Erros de Design na Loja Virtual) (SEO: O que é? Para que serve? SEO e SEM.
Lecturer (* Responsible):
Francisco Mesquita (