ISLA Santarém 14881

Web Marketing

• ApresentaçãoPresentation

  The course unit "Web Marketing," part of the TESP program in Digital Marketing and E-commerce, focuses on the study of marketing strategies in the digital environment, covering content creation and distribution, as well as online advertising campaigns and emerging trends. Students explore consumer behavior and learn to implement effective digital projects. This training equips them to tackle the challenges of the digital market with innovative tools, fostering a creative and competent approach within the sector.
• ProgramaProgramme

  Contemporary society and digital technologies. Consumer usage profiles. Digital marketing and web marketing. The concept of digital marketing and web marketing. Key trends in web marketing. Mobile marketing. Concept of mobile marketing. Mobile marketing applications.
• ObjectivosObjectives

  The objectives of the course unit are: To understand new technological platforms from the perspective of consumer behavior. To analyze the importance of these platforms in promoting social groups, services, and products. To apply the knowledge acquired in real or simulated contexts.
• BibliografiaBibliography

  Adolhpo, C. (2012). Os 8 Ps do Marketing Digital: O Guia Estratégico de Marketing Digital. Lisboa: Texto Editora. Chleba, Márcio (2010). Marketing Digital: Novas Tecnologias e Novos Modelos de Negócio. Rio de Janeiro: Livreiro Virtual. Gabriel, Martha (2012). Marketing na Era Digital. São Paulo: Novatec. Ryan, D. & Jones, C. (2012). Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation. London: Kogan Page. Olis, B. (2011). The End of Business as Usual: Rewire the way you work to succeed in the consumerrevolution. New Jersey: Jon Wiley and Sons.
• MetodologiaMethodology

  In the "Web Marketing" course, active methodologies such as Problem-Based Learning and Case Studies are emphasized, placing students at the center of the learning process. These approaches enable practical application of knowledge by challenging students to address real or simulated problems, analyze concrete scenarios, and propose innovative solutions. Additionally, the use of collaborative digital tools and simulated digital campaigns facilitates the integration of theory and practice, enhancing analytical skills, creative problem-solving abilities, and effective communication. These dynamic methods prepare students to critically and knowledgeably face the challenges of the digital marketplace, making the learning process more interactive and relevant.
• LínguaLanguage

  Português
• TipoType

  Semestral
• ECTS

  5
• NaturezaNature

  Mandatory
• EstágioInternship

  Não