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Online Advertising and Communication

Online Advertising and Communication

Code	12570
Year	1
Semester	S2
ECTS Credits	6
Workload	TP(30H)
Scientific area	Marketing
Entry requirements	NA
Mode of delivery	Face-to-face.
Work placements	n.a.
Learning outcomes	This course aims to provide the fundamental knowledge related to online advertising and the operationalization of online advertising campaigns. At the end of this course unit students should be able to: - Realize the advantages and disadvantages of online advertising - Understand the different processes and forms of online advertising - Be able to run online advertising campaigns
Syllabus	I - Online Advertising Fundamentals II- Search Engine Optimization (SEO) III- Search Advertising IV - Display advertising V- Video Advertising VI- Shopping advertising VII- Adverting on Social platforms
Main Bibliography	- Ascensão, C. P. (2011). Google Marketing- A mais poderosa arma para atingir os seus clientes. Lisboa: Edições Sílabo. - Barker, M., Barker, D. I., Bormann, N. F., Neher, K. E. (2012). Social Media Marketing: A Strategic Approach 1st Edition. South-Western College. ISBN 978-0538480871. - Carrera, F. (2009). Marketing Digital na versão 2.0-O que não pode ignorar. Lisboa: Edições Sílabo. - Fill, C.; Hughes, G. & De Francesco, S. (2013). Advertising: strategy, creativity and media. 1.st Ed., United kingdom: Pearson Education Limited. - Looy, Amy Van (2016). Social Media Management: Technologies and Strategies for Creating Business Value. Springer - Moriarty, S.; Mitchell, N.; Wood, C. & Wells, W. (2019). Advertising & IMC: Principles and Practice, Global Edition. 11.th Ed., United kingdom: Pearson Education Limited. -Google adwords
Language	Portuguese. Tutorial support is available in English.