ISLA Santarém 22495

Digital Marketing and E-commerce

• ApresentaçãoPresentation

  At the end of this UC students should have skills in terms of the main aspects involved in electronic commerce and the Internet according to three complementary perspectives: technology, economics and legislation.
• ProgramaProgramme

  The Internet: functioning, evolution, and growth; the Portuguese reality; the Internet as a means. The World Wide Web: characteristics of communication on the Web; tools and applications; new access devices: smartphones and tablets. E-business: Typologies and Business Models. E-commerce: critical success factors; barriers and benefits. Consumer profile and behavior on the Internet. Communication strategies on the Web. Marketing Intelligence And Research. Development of Digital Products. Marketing and Digital Strategy. Content Marketing. Search Engine Marketing. E-business project. Inbound Marketing. Mobile Marketing. Social Media Marketing Security systems and legal aspects
• ObjectivosObjectives

  It is intended that the student is able to criticize and be self-critical; generate new ideas (creativity); develop research processes, process and analyze information from a variety of sources; develop team work; and use information and communication technologies Students must acquire knowledge to master the technical language related to the Internet and Web applications; identify the Internet and the World Wide Web as a means of doing business, as well as communicating with consumers and organizations; identify the consumer's profile on the Internet, as well as their behavior; they must be people with strong analytical, organizational and leadership skills; being able to design and execute global digital marketing strategies; develop different communication strategies that can be used; evaluate the importance of the quality of websites for business
• BibliografiaBibliography

  Chaffey, D. (2024). Digital Business and E-Commerce Management: Strategy, Implementation and Practice, 6th Edition. UK: Pearson Education Limited. Ellis-Chadwick, F., & Chaffey, D. (2022). Digital Marketing (8th ed.). Pearson Education Limited. Kaufman, I., Horton, C., & Soltanifar, M. (2023). Digital Marketing: Integrating Strategy, Sustainability, and Purpose (2nd ed.). Routledge. Wu, Michael (2024). Advanced Digital Marketing Strategies for Ecommerce: 9 Mini Master Classes to Drive Sales, Build Loyalty, and Achieve Rapid Growth. Lighthouse Media & Publications Inc.
• MetodologiaMethodology

  1. Lecture methodology, presentation of theoretical content. 2. Laboratory practice. Development and practical application.
• LínguaLanguage

  Português
• TipoType

  Semestral
• ECTS

  6
• NaturezaNature

  Optional
• EstágioInternship

  Não
• AvaliaçãoEvaluation

  Avaliação contínua:

  • 1 Trabalho individual (50%)
  • 1 Trabalho de grupo (50%)

  Avaliação final:

  Todos os estudantes que não tenham concluído com sucesso a avaliação continua podem realizar um exame final teórico-prático (100%) na época de avaliação definida pela instituição.