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Digital Marketing & E-Commerce

Objectives

Overall, this course aims to bring students up to speed by using software and tools and strategic business decisions within the context of the real-world digital marketing and e-commerce landscape.

 

We aim to help you build digital marketing skills to maximize online opportunities.

General characterization

Code

200196

Credits

7.5

Responsible teacher

Sara de Louxembourg Henriques Borges Lopes

Hours

Weekly - Available soon

Total - Available soon

Teaching language

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

Prerequisites

None

Bibliography

Teaching method

The Instructional Method emphasizes active and interactive learning through student participation and practical applications, namely:

  • Discussion around key issues using case studies/activities and explanation of core concepts
  • Software tools and practical exercises

 

This course follows an innovative top-down approach. 

First, students are asked to develop decision-making and problem-solving skills when faced with strategic business challenges in real-world case studies / activities.

Second, they learn its operational component to have hands-on experience regarding software and tools for digital marketing and e-commerce. 

Evaluation method

 

 

  • Individual Assessment: Exam (50%) - mandatory
  • Group Evaluation: Digital Marketing Plan for an E-Commerce Project (50%) - mandatory

 

Subject matter

 

 

1st Quarter (September-October)

  • Digital Marketing & E-Commerce, the Customer Journey, and the Marketing Funnel
  • Digital Marketing Strategy, Goals, and Customer Personas
  • Search Engine Marketing & Display Advertising
  • Social Media Marketing Strategy, Planning, and Publishing
  • Social Media Listening and Engagement
  • Analytics and Reporting on Social Media
  • Paid Advertising in Social Media

 

2nd Quarter (November-December)

  • E-Commerce Platforms (Shopify)
  • Search Engine Optimization (SEO) and Content Marketing
  • Google & Social Media (Facebook/Instagram/TikTok) Ads
  • Social Media (e.g., FB / IG / TikTok) 
  • Email Marketing (Mailchimp)
  • Google Analytics (GA4)
  • Artificial Intelligence in Marketing