Marketing digital

TeSP - Design Multimédia
5 ECTS; 2º Ano, 1º Semestre, 60,0 TP

Lecturer
- Vasco Renato Marques Gestosa da Silva
- Célio Gonçalo Cardoso Marques

Prerequisites
Not applicable.

Objectives
Students should be able to create a Digital Marketing (DM) and electronic commerce plan (1) and acquire skills in virtual stores management (2), online advertising (3), DM contents (4), social media (5), Web analytics (6), search engine optimization (7) and competitive intelligence(8).

Program
1. Digital Marketing and E-Commerce
- Concepts;
- Digital Marketing evolution;
- Digital Marketing tools;
- Electronic Commerce modls;
- Electronic Commerce vs Electronic Business;

2.Online Store Implementation and Marketing Strategies
- Opencart for creating online store;
- Online Business Plan and Digital Marketing Plan.

3.Online advertising
- Google AdWords;
- Social Ads;
- Twitter Ads;
- Youtube Ads;
- Retargeting;

4.Content creation for Digital Marketing
- Use of tool for creating multimedia contents for digital marketing campaigns

5.Social Media
- Concept;
- Social Media Marketing;
- Tools;
- Crisis management;
- Business Intelligence and Social Media.

6. Web Analytics
- Concept;
- Tools;
- Implementation.

7.Search Engine Optimization (SEO) and Search Engine Marketing (SEM)
- Concepts;
- Search engines;
- Definition of strategies.

8.Competitive Intelligence
- Concept;
- Tools;
- Implementation.

Evaluation Methodology
Written open test and a practical group project subject to public discussion; both with a minimum mark of 7 out of 20 to pass without examination.

Bibliography
- Chaffey, D. e Ellis-Chadwick, F. (2012). Digital Marketing - Strategy, Implementation and Practice. (Vol. 1). Reino Unido: Pearson
- Adolpho, C. (2012). Os 8 Ps do Marketing Digital - O guia estratégico de marketing digital. (Vol. 1). Brasil: Texto Editores
- Carrera, F. (2012). Marketing Digital na versãoo 2.0 - o que não pode ignorar. (Vol. 1). Lisboa: Edições Si­labo
- Zarrella, D. (2010). The Social Media Marketing Book. (Vol. 1). Sebastopol - CA: O´Reilly

Method of interaction
Theoretical and practical classes with exercise solving.

Software used in class
Social Media;
Web Analytics;
Search Engine Marketing (SEM) e Search Engine Optimization;
Competitive Intelligence;
Moodle;
Xampp;
Opencart.