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Marketing Digital


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Publication in the Diário da República: Despacho n.º 4719/2022 de 21/04/2022

4 ECTS; 1º Ano, 1º Semestre, 28,0 PL + 14,0 TP + 14,0 OT , Cód. 60592.

- Paula Cristina Ferreira Gomes
- Marta Margarida Santos Dionísio


Students should be able to:
- recognize and appropriately apply the specific vocabulary in the area of digital marketing;
- apply a set of linguistic and sociocultural skills in specific communicative situations;
- use interpretation and textual production skills correctly in accordance with structural and grammatical rules;
- communicate fluently and reproduce real context situations.

A. Thematic Contents
1. Marketing Mix
1.1 The 4 Ps
1.2 The 4 Cs, As and Os
2. SWOT analysis
2.1 Marketing strategy and the marketing plan
3 – Marketing ethics
3.1 Social marketing
3.2 Corporate social responsibility
4 – Branding and Merchandising
4.1 Brand management and brand strategy
4.2 Brand values
4.3 Promotional merchandise
5- Online Shopping and the internet
5.1 The sales process
5.2 Images and graphic design
5.3 Web design
6- The world of work
6.1 Curriculum Vitae
6.2 Motivation letter
6.3 Job interviews

B - Grammar Contents
1. Articles and Determiners
2. Adjectives and Adverbs
3. Prepositions
4. Verb Tenses
5. Conditionals

Evaluation Methodology
* Continuous assessment (covers all students except those covered by other legal statutes.)
• A written test - minimum grade 8 values - (50%)
• A written assignment with oral presentation (30%);
• Continuous assessment: participation in classes in the written and oral components/practical work carried out in the classroom context (20%).
All evaluation objects are mandatory. In the absence of any of them, the student is automatically admitted to the exam.
* Working Students:
• A written test - minimum grade 8 values - (70%)
• A written assignment with oral presentation (30%)
* Exams
• A written test - minimum grade 8 values - (70%)
• A written assignment with oral presentation - (30%)
Students are approved if they obtain a higher classification above 10, according to the weights assigned to all assessment objects.

- Robinson, N. (2010). Cambridge English for Marketing. Cambridge: Cambridge University Press
- Linsdley, M. e Farral, C. (2008). Professional English in Use - Marketing. Cambridge: Cambridge University Press
- Evans, V. e Dooley, J. (2018). On Screen B1+. Berkshire : Express Publishing

Teaching Method
Student-centered communicative methodology, using authentic documents and developing communicative skills close to the professional context through reading, listening, speaking and written production activities.

Software used in class




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