Comunication and Digital Marketing

Recommended Prerequisites

Not applicable.

Teaching Methods

The teaching methodology aims to promote active and participatory learning. For this purpose, theoretical expositions are foreseen and student participation is encouraged, namely through the discussion of practical cases, the creation of simulated marketing campaigns, the creation of virtual content.

The evaluation is based on: individual work (90%), attendance and participation (10%).

Learning Outcomes

General objectives

The main objectives of this course are related to the understanding of the strategic marketing process, as well as the acquisition of technical and analytical skills for the implementation of a marketing campaign.

Specific objectives

- Know the main notions of Marketing and Digital Communication.

- Approach and develop the concepts of Marketing and Digital Communication.

- Know the various means of promotion / dissemination available on the Internet.

- Acquire knowledge of marketing strategies using digital media.

- Develop strategies for managing campaigns, websites, platforms or content with the purpose of attracting customers or promoting them.

Manage online communities on social networks such as Facebook, Twitter, Youtube, Linkedin, among others.

Work Placement(s)

No

Syllabus

Digital marketing - The conceptual framework of digital marketing.

Digital Strategy - Introduction to digital marketing; Design, execution and evaluation of an omnichannel strategy; Creative concept: Definition and importance in a digital campaign;

Storytelling - Identification of the target audience; Planning; Screenplay.

Search Engine Marketing - Introduction to search marketing and keyword research;

Traffic Analysis, Objectives and Resources - Planning and metrics; E-mail marketing; Metrics analysis tools; Conversion funnels.

Social media - Identification and classification of the main social networks; Other resources; Objectives definition, Benchmark, Guidelines; Importance of Content / Copy; Social Media Advertising;

Advertising and Content - Video ads; Planning, Creating and Maintaining Display Advertising Campaigns; Optimization and evaluation of Display Advertising campaigns; Structure, implement and optimize AdWords campaigns.

Reputation - Corporate Reputation; Community. 

Head Lecturer(s)

António José Lopes da Silva

Assessment Methods

Assessment
Project: 40.0%
Exam: 60.0%

Bibliography

— Marques, Vasco, Redes Sociais 360 como Comunicar Online;

— SEJ’s SEO 101: Learn The Basics of Search Engine Optimization

— SEO for Growth: The Ultimate Guide for Marketers, Web Designers & Entrepreneurs

— Audience: Marketing in the Age of Subscribers, Fans e Followers

— Nocaute (Gary Vaynerchuk).