2025
Digital Marketing
Name: Digital Marketing
Code: GES12547M
6 ECTS
Duration: 15 weeks/156 hours
Scientific Area:
Management
Teaching languages: Portuguese
Languages of tutoring support: Portuguese
Sustainable Development Goals
Learning Goals
With this curricular unit it is intended that the student is able to describe the main concepts and concepts associated with digital marketing and e-business. At the end of this course the student should be able to:
• Discuss implications of the Internet and digital technologies in marketing management
• Identify and plan different forms of electronic business
• Analyze and plan a digital marketing strategy
• Know and explore the potential of social networks and online platforms as business and marketing tools
• Discuss implications of the Internet and digital technologies in marketing management
• Identify and plan different forms of electronic business
• Analyze and plan a digital marketing strategy
• Know and explore the potential of social networks and online platforms as business and marketing tools
Contents
• Evolution and trends of the internet
• Introduction to digital marketing
• Electronic commerce models
• Digital marketing strategy
• Social networks and online platforms
• Introduction to digital marketing
• Electronic commerce models
• Digital marketing strategy
• Social networks and online platforms
Teaching Methods
The teaching sessions are theoretical-practical, combining the concepts with their application to concrete cases. In the classroom:
- An active participatory methodology is promoted through the promotion of dialogue, exposition of ideas and opinions in order to stimulate the capacity for reasoning, abstraction and oral presentation.
-The analysis and discussion of case studies is carried out.
-Encourages and accompanies research work outside the classroom.
In order to evaluate learning, the following will be carried out:
- One Case Study, individual, weighting 50%.
- A research paper to present and discuss during school hours. Weight of 50% in the final evaluation.
- An active participatory methodology is promoted through the promotion of dialogue, exposition of ideas and opinions in order to stimulate the capacity for reasoning, abstraction and oral presentation.
-The analysis and discussion of case studies is carried out.
-Encourages and accompanies research work outside the classroom.
In order to evaluate learning, the following will be carried out:
- One Case Study, individual, weighting 50%.
- A research paper to present and discuss during school hours. Weight of 50% in the final evaluation.
Accreditations and Certifications
