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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