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Online Advertising and Communication

Code 14833
Year 1
Semester S1
ECTS Credits 6
Workload TP(30H)
Scientific area Marketing
Entry requirements N/A
Learning outcomes This course aims to provide students with skills so that they can understand the fundamentals of online advertising and communication, as well as their influence on the organization's marketing strategy. It aims to raise awareness of online advertising and communication tools and strategies and develop skills for creating online advertising and communication campaigns. Students must be able to identify and online audiences (consumers and digital social communities and a social publication) and take advantage of online marketing assessment metrics.
This course aims to provide the fundamental knowledge related to online advertising and the operation of online advertising campaigns.
Syllabus 1 - Fundamentals of Marketing and Online Communication
2 - The Marketing Communication Plan
3 - Search Engine Marketing (SEO and PPC)
4 - Social Media Marketing (Social advertising)
5 - Types of advertising per media channel
6 - Planning online advertising campaigns
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 digital.
Teaching Methodologies and Assessment Criteria Theoretical-practical teaching, using the following methods: expository, interrogative, and case studies.
Rating criteria:
a) Practical exercises - 10%
b) Individual work - 40%
c) Group work - 50%

Exam Access:
Minimum attendance: 50%
Minimum grade: 6 points
Have performed all scheduled evaluation moments.
The exam will consist of
- A written test, on the given subject - 50%
- Oral defense of the individual article carried out during the semester - 50%

Language Portuguese. Tutorial support is available in English.
Last updated on: 2021-10-18

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