Marketing and digital communication

Recommended Prerequisites

English language.

Computing from the user's point of view.

Teaching Methods

Theoretical classes will mainly use the interrogative and expository methods, seeking the participation of students in discussions on the topics covered.

Theoretical-practical classes will be based on the active model in which students will develop tasks individually and in groups in a guided and autonomous way.

In seminars, students will present and discuss the work developed. Peers are asked to carry out a critical evaluation of the work.

Learning Outcomes

This curricular unit aims to provide students with skills in the field of marketing and digital communication in dentistry, including:

- Know the concept of dental telemedicine and its integration with digital communication;

- Know the ethical and deontological principles in marketing and digital communication in dentistry;

- Know and manage the different digital promotion/dissemination platforms available;

- Know and use digital content production equipment and audiovisual language;

- Plan and develop a script/storyboard for digital communication;

- Produce digital content in dentistry;

- Know and apply basics of digital marketing;

- Develop marketing and communication projects in dentistry;

- Communicate effectively with patients through digital platforms;

- Contribute to increasing the digital literacy of patients;

- Understand the concept of virtual and augmented reality and its application in marketing and digital communication.

Work Placement(s)

No

Syllabus

The curricular unit will address the following contents:

1. Dental telemedicine (on-line content);

2. Ethics and deontology in dental telemedicine (on-line content);

3. Digital platforms: social networks and scientific profiles (on-line content);

4. Equipment for content production (face-to-face content);

5. Content creation (face-to-face content);

6. Audiovisual language (face-to-face content);

7. Digital Marketing (face-to-face content);

8. Digital strategy (face-to-face content);

9. Virtual communication with patients (on-line content);

10. Improvement of patients' digital literacy (on-line content);

11. Augmented and virtual reality (face-to-face content).

Head Lecturer(s)

Francisco José Fernandes Vale

Assessment Methods

Continuous assessment
Continuous assessment: 50.0%
Project: 50.0%

Final assessment
Exam: 50.0%
Continuous assessment: 50.0%

Bibliography

Carreira, F. (2014). Marketing digital na versão 2.0 o que não pode ignorar (3ª edição). Lisboa: Edições Sílabo.

Chafey, D. & Ellis-Chadwick, F. (2014). Marketing Digital: Estratégia, implementação e prática (5ª edição). Pearson.

Código Deontológico da Ordem dos Médicos Dentistas

Garrand, T. (2006). Writing for Multimedia and the Web. Oxford: Focal Press.

Hart, J. (2008). The art of the storyboard: A filmmaker's introduction. Amsterdam: Elsevier/Focal Press.

Marques, V. (2016). Redes Sociais 360 como Comunicar Online

Jantsch, J. & Singleton, P. (2016). SEO for Growth: The Ultimate Guide for Marketers, Web Designers & Entrepreneurs   

Ryan, D. (2014). Understanding Digital Marketing: Marketing Strategies for engagint the digital generation. London: Kogan Page.