Inbound and Email Marketing

Recommended Prerequisites

Not applicable.

Teaching Methods

An interactive presentation style is used to explore core ideas and concepts as well as engaging with students to get them to consider examples of the points raised. Appropriate advertisements are downloaded via the internet to show the application of frameworks.

Learning Outcomes

Inbound marketing is a winning strategy that must be considered in a digital marketing environment. Inbound marketing combines content marketing, lead generation and lead nurturing, and is therefore a very complete type of activity that allows for a sustained growth in the volume of customers and their activity with the company. Email marketing is one of the preferred means to be used in inbound marketing as it allows you to communicate directly and in an extremely personalized way with the recruited leads and customers. Furthermore, it is the digital marketing activity that has the highest ROI. The objective of the course is to allow students to structure, execute and manage an inbound marketing strategy in a competent way.

Work Placement(s)

No

Syllabus

Introduction to Inbound Marketing

Content Marketing Strategy

Good Practices in Content Marketing

Forms of raising databases and Legality

Lead Nurturing Sequences

Introduction to Email Marketing

Best Practices in Email Marketing

How to test in Email Marketing

Measure, test and optimize. 

Head Lecturer(s)

Paulo Miguel Marques Gama Gonçalves

Assessment Methods

Assessment
Periodic or by final exam as given in the course information: 100.0%

Bibliography

Inbound Marketing: Attract, Engage, and Delight Customers Online. Brian Halligan. Revised and updated, Wiley, 2014

 [Free Kindle Book] Email Marketing Blueprint – The Ultimate Guide to Building an Email List Asset. STEVE SCOTT. http://www.stevescottsite.com/email-marketing-bp-book#ixzz7Ekxpg684, 2014

Marketing Digital para Empresas: Guia prático para aumento das vendas na Internet (2ª Edição). André Novais de Paula, André Zeferino, Paulo Faustino, Marco Gouveia, Virgínia Coutinho e Frederico Carvalho. Perfil Criativo - Edições. 2019.