Department: DCET
Scientific area: Management
Total contact time: 12
O marketing digital tornou-se um pilar essencial para a competitividade das organizações na era digital, permitindo uma comunicação mais eficaz com os consumidores e um posicionamento estratégico no mercado global. A crescente influência das redes sociais e das plataformas digitais transformou radicalmente a forma como as marcas interagem com seus públicos, exigindo o domínio de novas ferramentas e técnicas de marketing.
Esta unidade curricular aborda os principais conceitos e estratégias do marketing digital, com foco na gestão de redes sociais, publicidade online, SEO (Search Engine Optimization), marketing de conteúdo e análise de dados. Os alunos desenvolverão competências para criar, implementar e otimizar campanhas de marketing digital, alinhando-as com os objetivos
organizacionais e acompanhando as tendências do mercado.
No final da unidade curricular, os estudantes deverão ser capazes de:
• Compreender os princípios e estratégias fundamentais do marketing digital e sua importância na transformação digital das organizações.
• Desenvolver e implementar planos de marketing digital alinhados com os objetivos estratégicos da organização.
• Utilizar ferramentas de análise de dados para monitorar o desempenho de campanhas e otimizar resultados.
• Criar estratégias de marketing de conteúdo eficazes para diferentes plataformas e públicos.
• Aplicar técnicas de SEO (Search Engine Optimization) e SEM (Search Engine Marketing) para aumentar a visibilidade online das marcas.
• Gerir redes sociais de forma estratégica, utilizando métricas e indicadores para otimização do engajamento.
• Analisar tendências e inovações no marketing digital, como inteligência artificial aplicada ao marketing, chatbots e automação de marketing.
1. Fundamentals of Digital Marketing
1.1 Definition, concepts, and evolution of digital marketing 1.2 The impact of digital transformation on marketing
2. Digital Marketing Planning
2.1 Digital sales funnel and customer journey 2.2 Digital marketing plan
3. Digital Marketing Strategies
3.1 Content marketing and digital storytelling 3.2 SEO and SEM: search engine optimization and paid advertising 3.3 Email marketing and marketing automation
4. Social Media Management and Digital Engagement
4.1 Social media strategy 4.2 Creation and management of advertising campaigns 4.3 Influencer marketing
5. Analysis and Performance Measurement
5.1 Key digital marketing metrics and KPIs 5.2 Analytical tools
The course bibliography includes key academic and industry resources covering fundamental and advanced digital marketing strategies. Some essential references include:
Atherton, J. (2023). Social Media Strategy - A Practical Guide to Social Media Marketing and Customer Engagement. Kogan Page.
Heinze, A.; Fletcher, G.; Cruz, A.; Fenton, A. (2025). Digital and Social Media Marketing A Results-Driven Approach. Routledge.
Kotler, P., Kartajaya, H., & Setiawan, I. (2024). Marketing 6.0: O Futuro é imersivo. Actual Editora.
Visser, M.; Berry, M. (2025). Digital Marketing Fundamentals - From Strategy to ROI. Routledge.
These resources provide both theoretical foundations and practical insights into digital marketing, ensuring students gain a comprehensive understanding of the field.
The course adopts an active and participatory teaching approach, aligned with student-centered learning models that promote experiential learning, problem-solving, and practical knowledge application.
1. Project-Based Learning (PBL)
o Students develop a strategic digital marketing plan for a real or fictitious company, integrating the various strategies covered.
o The project is developed in stages, with continuous feedback, fostering reflection and improvement.
2. Interactive Discussions
o Debates on trends and innovations in the sector, encouraging student participation and critical thinking.
3. Collaborative Learning and Group Work
o Students work in multidisciplinary teams to create digital strategies, promoting collaboration and knowledge exchange.
o Peer feedback: Review and improvement suggestions for colleagues' work, enhancing critical thinking.
The methodologies align with a constructivist and experiential pedagogical model, where students are actively engaged in their learning. Through practical activities,
real-world problem-solving, and digital tools, students develop technical and strategic competencies essential for digital marketing.
Assessment in this course will be based on:
- Participation and Online Discussion (20%): Active engagement in asynchronous discussion forums on the evolution of digital marketing and the impact of digital transformation.
- Practical Project (50%): Development of a strategic digital marketing plan for a real or fictitious organisation, including the definition of objectives, channel selection, content creation, and metrics analysis. The project is divided into weekly stages, allowing for continuous feedback.
- Case Study and Digital Campaign Analysis (30%): Evaluation of real or simulated digital marketing campaigns, identifying success factors and areas for improvement. Group work.