2024
e-business and web marketing
Name: e-business and web marketing
Code: GES02340L
6 ECTS
Duration: 15 weeks/156 hours
Scientific Area:
Management
Teaching languages: Portuguese
Languages of tutoring support: Portuguese, English
Regime de Frequência: Presencial
Presentation
Nowadays, organizations to TIC and the Internet as one more tool to manage their activities, businesses and internal and external communications. It is in this context that this uc arises, so that students can learn about online business development and implementation practices.
Sustainable Development Goals
Learning Goals
The aim of this curricular unitmis for the student to be able to understand the main notions and concepts associated with digital business and marketing. At the end of this curricular unit the student should be able to:
• Explain the importance and specificities of the digital world as a marketing and business tool;
• Explain the particularities of digital marketing;
• Identify and plan different forms of digital business.
With this curricular unit the student should obtain the following skills:
• Mastery of specific marketing and digital business concepts;
• Ability to plan a marketing action on the Web;
• Ability to implement electronic business solutions.
• Explain the importance and specificities of the digital world as a marketing and business tool;
• Explain the particularities of digital marketing;
• Identify and plan different forms of digital business.
With this curricular unit the student should obtain the following skills:
• Mastery of specific marketing and digital business concepts;
• Ability to plan a marketing action on the Web;
• Ability to implement electronic business solutions.
Contents
1. Introduction to business and digital markets.
2. Digital business models.
3. Digital business strategy and implementation.
4. Marketing and communication in the digital environment.
2. Digital business models.
3. Digital business strategy and implementation.
4. Marketing and communication in the digital environment.
Teaching Methods
The face-to-face sessions are theoretical and practical and will be based on active work methodologies based on digital tools. The content necessary to understand the different topics and recommended readings will be made available to students in advance on the University's e-learning platform, requiring preparation for sessions outside the classroom. In-class, project-based learning and problem solving will be privileged, individually and in groups, based on real cases. Teachers will accompany students in these tasks and, depending on needs and difficulties, will present and delve deeper into themes and concepts essential to the acquisition of the defined skills.
Assessment
There are two assessment regimes: continuous and exam.
Under continuous assessment, project and problem-solving work carried out in the classroom will have a weight of 65% in the final grade of the curricular unit. Students will also take an individual written test with a weight of 35%.
In the exam regime the student will carry out an individual practical essay (30%) and a written test (60%)
Students will get a pass grade with an overall grade equal to or greater than 10, as long as they do not have a grade lower than 7 in any of the assessment tests
Under continuous assessment, project and problem-solving work carried out in the classroom will have a weight of 65% in the final grade of the curricular unit. Students will also take an individual written test with a weight of 35%.
In the exam regime the student will carry out an individual practical essay (30%) and a written test (60%)
Students will get a pass grade with an overall grade equal to or greater than 10, as long as they do not have a grade lower than 7 in any of the assessment tests
Teaching Staff
Certificações
