[CEM] Marketing Digital

Comunicação Social
5 ECTS; 1º Ano, 2º Semestre, 30,0 T + 15,0 PL + 4,0 OT

Lecturer
- Luís Miguel Ferreira Nunes

Prerequisites
NA

Objectives
An overview of digital marketing and the challenges it places in the era of Web 2.0 and 3.0. Students should be able to interpret, plan and implement communication and digital marketing actions as part of on and offline communication plans.

Program
Introduction and definitions.
E-Commerce.
Online promotions.
Marketing Databases.
Evaluation and control.

Evaluation Methodology
Mid-term assessment: written coursework (40%) and test (60%).

=/> 10 grade points: exemption from final assessment (except if one of the marks is < 7).

Final assessment written test (100%)

Bibliography
- CARRERA, F. (2014). Marketing Digital na versão 2.0. Lisboa: Edições Silabo
- DIONISIO, P. (2009). B Mercator. Lisboa: Dom Quixote
- CHARLESWORTH, A. (2010). A revolução digital. Lisboa: Livraria Civilização Editora
- RYAN, D. (2014). Understanding Digital Marketing. London: KOGAN PAGE LTD

Method of interaction
Theoretical/practical classes including problem-solving.

Software used in class