Digital Marketing & E-Commerce


1. Identify the unique features of e-commerce technology, and the major types of e-commerce
2. Describe the key components of e-commerce business models
3. Identify and describe basic digital commerce marketing and advertising strategies and tools
4. Describe the different types of social networks and their business models
5. Understand the major trends in the consumption of media and online content and the key factors affecting the online publishing and entertainment industry
6. Describe the different types of social networks and online communities and their business models
7. Describe the environment in which the online retail sector operates today

General characterization





Responsible teacher

Docente a designar


Weekly - Available soon

Total - Available soon

Teaching language

Portuguese. If there are Erasmus students, classes will be taught in English




- Laudon, Kenneth; Carol Traver (2018) E-Commer ce (14/E). Pearson.
- Strauss, Judy; Raymond Frost; Alexa Fox (2018) E-Marketing (8/E). R outledge.
- Turban, Efraim; Jon Outland; David King; Jae Kyu Lee; Ting-Pen Liang; Debora h Turban (2018) Electronic Commerce: A Managerial and Social Networks Perspective (9/E). Springer.

Teaching method


Evaluation method


Subject matter

1. Introduction to E-Commerce
2. E-Commerce Business Strategies
3. E-Commerce Marketing and Advertising
4. Social, Mobile and Local Marketing
5. Online Media
6. Online Comm unities
7. E-Commerce Retailing and Services