ISLA Santarém 15868

E-Marketing and Electronic Commerce

• ApresentaçãoPresentation

  The course covers the historical evolution and current context of e-commerce and e-marketing, presents e-commerce models, and discusses their implications for companies, enabling students to develop e-marketing strategies and draw up a business plan for the implementation of e-commerce.  
• ProgramaProgramme

  1. Electronic commerce - characterization, historical development and current situation 2. The electronic business - organizational impact, the network economy 3. Business models in the context of Web 2.0 4. The e-business reengineering of business processes - the automation of back-office 5. E-business plan 6. The mobile business - characterization, major applications, mobility 7. E-marketing - the new paradigm 8. E-marketing strategies - tools and applications 9. E-mail marketing - key features, strategies and implementation 10. The social media marketing - current importance and main tools
• 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

  In-person: 1. Theoretical/practical classes: presentation of concepts, discussion, and application of program content in various contexts. 2. PBL-based learning - Problem/Project-based learning Independent: 3. Consolidation of content taught in class through additional research on the different topics and content covered and development of complementary work.  
• LínguaLanguage

  Português
• TipoType

  Semestral
• ECTS

  7
• NaturezaNature

  Mandatory
• EstágioInternship

  Não
• AvaliaçãoEvaluation

  Avaliação curricular (contínua):
  A avaliação curricular é composta pela realização de dois trabalhos de grupo, em que são aplicados os principais conteúdos programáticos.
  Fórmula de cálculo:
  - T (Trabalho 1) – 40%
  - T (Trabalho 2) – 60%
  Todos os estudantes que neste regime de avaliação tenham obtido média inferior a 9,50 valores são avaliados em avaliação final.
  Avaliação final:
  Nas épocas normal, de recurso e especial a avaliação será orientada pelos mesmos objetivos e baseia-se num exame (100%) integrando a componente teórica e a componente prática da unidade curricular.