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Digital Marketing

Code 14389
Year 3
Semester S2
ECTS Credits 6
Workload PL(60H)
Scientific area Marketing
Entry requirements NA
Learning outcomes Students at the end of this curricular unit are expected to be able to understand the scope of digital marketing and be able to articulate the digital marketing strategy with the company's strategy.
The theoretical foundations are presented using multiple case studies, giving priority to the practical side. In this same logic, students will be challenged to use the concepts learned in the UC by creating their own project or applying the knowledge in a business / organizational context.
Syllabus Chapter 1 - Fundamentals of Digital Marketing
Chapter 2 - Strategies and Tools of digital marketing applied to:
Chapter 3 - Project / practical work
Main Bibliography Kotler, P. et al. (2017) Marketing 4.0 - Mudança do tradicional para o digital, Actual Editora.
Ryan, D. (2016) Understanding Digital Marketing - Marketing Strategies For Engaging The Digital Generation, KOGAN PAGE LTD
Chaffey, D and Ellis-Chadwick, F. (2012) Digital Marketing: Strategy, Implementation and Practice, Pearsons, 5ª Edição
Tuten, T. and Solomon, M.R. (2015) Social Media Marketing. Sage Publications.
Language Portuguese. Tutorial support is available in English.
Last updated on: 2021-06-09

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