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Learning outcomes |
This Curricular Unit (CU) deals with the Internet, a subject of rapid evolution, where the obsolescence of concepts and practices is much faster than is common in business reality.
Thus, the objectives are:
• Make students literate in the terms, concepts, methods and practices of the Internet and business on the Internet;
• Connect the various aspects of the Internet (e-mail, Web, mobile, social media, IoT, etc.) in their relevance for Internet Marketing;
• Link the concepts of the Internet with the theory and practice of Marketing;
• Give students practical experience of Internet Marketing techniques and technologies;
• Prepare students to develop better content for the Internet;
• Increase students' sense of responsibility and consequence;
• Develop communication skills, time management and student organization;
• Put students in direct contact with business reality.
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Main Bibliography |
Required:
Geddes, B. (2014), Advanced Google Adwords (3rd ed.), Sybex – Wiley.
Stokes, R. (2009). eMarketing: the essential guide to online marketing (5th Ed). Quirk eMarketing (Pty), Ltd.
Strauss, J., & Frost, R. (2014). E-Marketing (7th ed.). Prentice-Hall.
Recommended:
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.
Jarvis, J. (2010). O que faria o Google. Lisboa: GestãoPlus.
Stauss, Judy & Frost, Raymond (2013), E-Marketing (7th ed.), Prentice Hall
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.
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