ISLA Santarém 15868

E-Marketing and Electronic Commerce

• ApresentaçãoPresentation

  This course aims to provide students with an understanding of the fundamental aspects of digital marketing, as well as to develop skills in formulating and implementing digital marketing strategies. 
• ProgramaProgramme

  1. Electronic commerce – characterization, historical evolution and current situation 2. Electronic business – organizational impact, the network economy 3. Electronic business models in the context of Web 3.0 4. E-business reengineering of business processes – back-office automation 5. The e-business business plan 6. The mobile business – characterization, main applications, mobility 7. E-marketing – the new paradigm 8. E-marketing strategies – tools and applications 9. Email marketing – main characteristics, strategies and implementation 10. Social media marketing – current importance and main tools 11. Artificial intelligence in digital marketing
• ObjectivosObjectives

  The objectives of the curricular unit are: O1. Presenting the historical evolution of e-commerce; O2. Know the current context of e-commerce and e-marketing; O3. Presenting models e-commerce; O4. Discuss the consequences for companies that want to participate in this new channel for customer relationships and in particular with regard to the mobile business; O5. Provide students with the knowledge to develop a business plan to implement the e-commerce; At the end of the course students should be able to: C1. Demonstrate skills for the development of an e-marketing strategy; C2. Develop a business plan for the implementation of e-commerce.
• BibliografiaBibliography

  Chaffey, D., & Ellis-Chadwick, F. (2022). Digital Marketing (8th ed.). Pearson. Gouveia, M. (2022). Marketing Digital - O guia completo. Ideias de Ler. Kingsnorth, Simon (2022). Digital Marketing Strategy - An Integrated Approach to Online Marketing. KOGAN PAGE LTD Wu, Michael (2024). Advanced Digital Marketing Strategies for Ecommerce: 9 Mini Master Classes to Drive Sales, Build Loyalty, and Achieve Rapid Growth (Social Media), SEO, Facebook Ads, CRO, Email Marketing, and more). Lighthouse Media & Publications Inc
• MetodologiaMethodology

  Face-to-face: 1. Expository and interrogative methods: presentation and exploration of content. 2. Practical application through exercises aimed at consolidating knowledge. 3. Practice based on the Problem-Based Learning (PBL) methodology, aimed at finding solutions to problems identified by students or proposed by the teacher. Autonomous: 4. Guided research proposed by the teacher aimed at consolidating the topics under study and providing input for the practical work developed by the students. The teacher provides feedback on the development of the problem addressed in the laboratory practice, either in person or through the Moodle platform.
• LínguaLanguage

  Português
• TipoType

  Semestral
• ECTS

  6
• NaturezaNature

  Mandatory
• EstágioInternship

  Não
• AvaliaçãoEvaluation

  Avaliação Curricular (contínua):

  A1. Trabalho em aula (individual).

  A2. Trabalho prático (grupo).

  A3. Teste teórico/prático – no final do semestre (individual).

  A classificação final é calculada através da fórmula Classificação Final = A1*0,2+A2*03+A3*0,5.

  O estudante é aprovado se obtiver classificação igual ou superior a 9,5 valores.

  Avaliação Final ou em Época de Recurso ou Época Especial (A):

  Hipótese 1:

  A2. Trabalho prático (grupo). O estudante participou no trabalho de grupo e obteve classificação positiva na componente individual: mantém a nota que será considerada nestas épocas de avaliação.

  A1. Teste teórico/prático (individual). O estudante realiza este Teste em qualquer das épocas em que se submeta a avaliação.

  A classificação final é calculada através da seguinte formula: A1*0,6+A2*0,4.

  Hipótese 2:

  O estudantes não participou no trabalho de grupo ou participando obteve classificação negativa na componente de avaliação individual.

  Avaliação Final, Avaliação em Época de Recurso/Especial (A): O estudante realiza o exame teórico-prático (A=100%) e é aprovado se obtiver uma classificação igual ou superior a 9,5 valores em 20.