Marketing Digital (LGVR)
In a context of increasing market digitalisation, it is essential to understand the impact of digital technologies on business models and organisational strategies. Analysing online consumer behaviour helps identify opportunities for more effective and personalised communication. Strategic digital planning, combined with the creation of relevant content and the optimisation of online presence, provides a solid foundation for attracting and retaining customers. The use of digital tools and specialised platforms enables the automation, monitoring, and real-time adjustment of marketing actions. Finally, the continuous evaluation of metrics and key performance indicators ensures the effectiveness of decisions and alignment with organisational goals.
Digital Transformation;
Consumer Behavior;
Digital Strategy;
Metrics and Evaluation.
1. Understand the impact of digital transformation on business models and recognise the strategic role of digital marketing.
2. Analyse the digital consumer journey and the factors influencing decision-making in online environments.
3. Familiarise with the digital marketing strategic plan, understanding its structure, stages, and alignment with organisational objectives.
4. Apply SEO principles and user experience (UX) best practices to enhance the visibility and effectiveness of business websites.
5. Create and manage relevant digital content tailored to the different stages of the marketing funnel.
6. Use digital tools for the management and optimisation of marketing campaigns.
7. Interpret data and key performance indicators (KPIs) to assess the success of digital marketing initiatives.
1. The Importance of Digital in Business
2. Digital Consumer Behaviour
3. Digital Marketing Planning and Strategy
4. Website and Search Optimisation
5. Copywriting and Content Marketing
6. Digital Marketing Tools
7. Digital Marketing Evaluation and Metrics
Baptista, D.; Costa, P. (2021). Marketing Digital - Conteúdos Vencedores. Lidel
Kaufman, I., Horton, C., Soltanifar , M.(2023). Digital Marketing Integrating Strategy, Sustainability, and Purpose (2ª ed.). Routledge.
Hanlon, A. (2022). Digital Marketing: Strategical Planning & Integration (2ª ed.). Sage Publications.
Heinze, A., Fletcher, G., Rashid, T. e Cruz, A. (2020). Digital and Social Media Marketing – A Results-Driven Approach (2ª ed.). Routledge.
E-learning.
The preferred assessment method is continuous assessment, consisting of the completion of two e-folios (written assignments in digital format) throughout the academic semester, and a final assessment moment, the Global e-folio (e-fólioG), to take place at the end of the semester. These components contribute, respectively, 40% and 60% to the final grade. Students may, however, choose—within the appropriate timeframe—an alternative assessment method consisting of a single final examination, which will account for 100% of the final grade.
Good computer skills from a user perspective, particularly in word processing and internet use.