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Marketing para a e-Saúde

Marketing para a e-Saúde

Code	13047
Year	1
Semester	S1
ECTS Credits	6
Workload	OT(30H)/TP(30H)
Scientific area	Management
Mode of delivery	Face-to-face.
Work placements	n.a.
Learning outcomes	Explain the specifics of web marketing and how e-commerce works. The student should be able to master technical language related to the Internet and Web applications; identify the Internet and the World Wide Web as a means of doing business and vehicles for communicating with consumers and other organizations; identify the consumer profile on the Internet, as well as their behavior; take into account the role that marketers play in an online business, as well as the different communication strategies that can be used; evaluate the importance of the quality of Websites for business; prepare reports and a scientific paper.
Syllabus	1. The Internet: functioning, evolution and growth; the Portuguese reality; the Internet as a means 2. The World Wide Web: characteristics of Web communication; tools and applications; new access devices: smart phones and tablets 3. The E-business: types and business models 4. The E-commerce: critical success; barriers and benefits 5. Consumer’s profile and behavior on the Internet 6. Communication strategies in the Web
Main Bibliography	Aladwani, A. M.; Palvia, P. C. (2001). Developing and validating an instrument for measuring user-perceived web quality. Information & Management, 39 (6), 467 476. Carrera, F. (2009). Marketing Digital. Lisboa: Edições Sílabo. Chaffey, D., Smith, P. R. (2008). E-marketing Excellence - Planning and Optimizing you Digital Marketing (3rd Ed.). Elsevier/Butterworth-Heinemann. Hortinha, J. (2001). E-marketing. Lisboa: Edições Sílabo. Hortinha, J. (2002). X-marketing. Lisboa: Edições Sílabo. Jarvis, J. (2010). O que faria o Google. Lisboa: GestãoPlus. Rita, P.; Oliveira, C. (2006). Marketing no Negócio Electrónico. Porto: Soc. Portuguesa de Inovação. Stokes, R. (2009). eMarketing: the essential guide to online marketing (2nd Ed). Quirk eMarketing (Pty), Ltd. VanRysdam, P. (2010). Marketing in a Web 2.0 World Using Social Media, Webinars, Blogs, and More to Boost Your Small Business on a Budget, Atlantic Publishing Group Inc.
Language	Portuguese. Tutorial support is available in English.