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Branding, Web Marketing and e-Commerce

Branding, Web Marketing and e-Commerce

Code	16240
Year	3
Semester	S1
ECTS Credits	6
Workload	PL(30H)/T(30H)
Scientific area	Management and Economics
Entry requirements	N/A
Learning outcomes	This course is designed to provide students with the skills to understand the fundamentals of branding and digital marketing and their impact on the overall marketing strategy of the organization. It aims to introduce branding and digital marketing tools and strategies, and to develop skills in creating an operational digital marketing plan. Students should be able to identify online strategies and audiences (consumers, digital social communities and social publishing) and use evaluation metrics in online marketing. This unit aims to provide students with a basic knowledge of branding and digital marketing.
Syllabus	1. introduction to digital marketing 2. Online consumer behavior 3. Digital marketing strategies 4. Branding 5. Operationalizing Digital Marketing 5.1 Content marketing 5.2 Website development 5.3 Social Media Marketing 5.4 E-mail Marketing 5.5 Search Engine Marketing 5.6. Online Advertising 5.7 E-commerce 5.8 Metrics 6. Digital marketing plan (practical work)
Main Bibliography	Chaffey, D. (2015). Digital business and E-commerce management, (6th ed.). United Kingdom: Pearson. Chaffey, D., Smith, P. R. (2017). Digital Marketing Excellence – Planning, Optimizing and Integrating Online Marketing (5th Ed.). New York: Routledge. Charlesworth, A. (2018). Digital Marketing: A Practical Approach. London: Routledge. Kotler, P. & Keller, K.L. (2013). Administração de Marketing (14 ed.). São Paulo: Pearson. Kotler, P. ; Kartajaya, H. & Setiawan, I. (2017). Marketing 4.0: Mudança do tradicional para o digital. Lisboa: Actual Editora. Marques, V. (2018). Marketing Digital 360. 2.ª ed., Coimbra: Conjuntura Actual Editora. Stokes, R. (2018). eMarketing: the essential guide to marketing in a digital world (6th Ed). Cape Town: The Red & Yellow Creative School of Business. Kotler, P.; Armstrong, G.; Harris, L. & He, H. (2020). Principles of Marketing, 8Th European Edition. UK: Pearson Education Limited.
Language	Portuguese. Tutorial support is available in English.