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Digital Marketing

Scholar Year: 2018/2019 - 1S

Code: IMAS2020   
Section/Department: Department of Marketing and Logistics


Acronym Nº of students Study Plan Curricular year ECTS Contact hours Total Time
MOBIL 34 Plan of Sudies International Module 4,5

Teaching weeks: 15


Paulo Duarte Valente Almeida da SilveiraHead

Weekly workload

Hours/week T TP P PL L OT S TPL E OT/PL
Type of classes 3


Type Teacher Classes Hours
Theoretical-practical Totals 1 3,00
Paulo Silveira   3,00

Teaching language


Intended learning outcomes (Knowledges, skills and competencies to be developed by the students)

This course aims to provide technical and scientific knowledge fin order to students be able to exploit the potential of digital technologies in the field of marketing, focusing on the internet.

The course is focused on the development of the following specific outcomes (knowledge and skills):
• Knowing the opportunities, challenges and risks associated with digital marketing
• Understanding and apply specific internet marketing methods and techniques for strategic formulation and consequent implementation of actions.
Students will improve other important personal soft skills:
• Individual, interpersonal and group effectiveness
• Problem solving and decision making
• Analysis of different data sources
• Working individually and in a team


1.1. Concept and characteristics of digital technologies
1.2. Evolution and trends in digital technologies

2.1. Implications of the Internet in marketing processes and marketing mix
2.2. Trends, difficulties and challenges

3.1. Strategy formulation on internet marketing
3.2. Internet marketing operations
3.2.1 Search Engine Optimization
3.2.2 Socialnetwork marketing
3.2.3 Search engine advertising

Demonstration of the syllabus coherence with the UC intended learning outcomes

Initially, the course presents the main aspects related to digital marketing (from 1.1. to 2.2), providing the understanding of the fundamental concepts for managing marketing activities on the internet. This should get the students to knowing the concepts, opportunities, challenges and risks associated with digital marketing. After that, the students will be prepared to study, discuss and work the decisions, problems and actions related to the strategy definition (3.1) and practical implementation (3.2). This will provide students with the fundamental skills of understanding and applying specific internet marketing management methods and techniques. The development of the general skills (individual, interpersonal and group effectiveness; problem solving and decision making; reflection and critical analysis) will be achieved through the teaching methodologies.

Teaching methodologies

The classes will use a mixed method with exposition/lecture component. The practical exercises are performed in computer and there will be case studies to be discussed. The classes are supported through the Moodle online platform.

Demonstration of the teaching methodologies coherence with the curricular unit's intended learning outcomes

The teaching and learning methodologies defined will foster an active learning process, stimulating research, participation, and practical application on the syllabus.
It is also encouraged the research/discovery through concrete business situations and a project designed from scratch by students (group work report). The use of the Moodle platform is also a mechanism for demonstrating the content and objectives of the course. The assessment components also seek to involve students in the learning process through individual and group research, teamwork, presentations and problem solving.

Assessment methodologies and evidences

On the beginning of the semester, each student must choose between "Continuous assessment" or "Final Exam".
If the student chose "Continuous assessment", but did not pass, he/she can attend the "Rescue Exam".
If the student chose "Final Exam", but did not pass, he/she can attend the "Rescue Exam".

Continuous Assessment
- The assessment includes several elements/evidences during the semester
- The final grade(mark) is between 0 and 20 points. The student will be approved if the final grade is >=10
- Elements/evidences - the student must attend each one of these three mandatory elements/evidences:
* Google Digital Garage final exam : 4 points
* Simulation report (team/group project): 0 to 8 points
* Participation in classes (oral interventions, exercises/assignments, behavior/manners, attendance): 0 to 8 points
* FINAL GRADE = Google Digital Garage final exam + Simulation report + Participation

Final Exam
- The final grade is between 0 and 20 points. The student will be passed if this grade is >=10
- FINAL GRADE = 100% individual written exam

Rescue Exam
- The final grade is between 0 and 20 points. The student will be passed if this grade is >=10
- FINAL GRADE = 100% individual written exam

Attendance system

Continuous assessment: no minimum level of attendance is required

Final exam: no minimum level of attendance is required

Rescue exame: no minimum level of attendance is required


- Roberts, Mary & Zahay, Debra;Internet Marketing: Integrating Online and Offline Strategies, Cengage Learning, 2012
- Chaffey, Dave; Ellis-Chadwick, Fiona; Digital Marketing - Strategy, Implementation and Practice; 6ed; Prentice Hall, 2016

- Bodnar, K; Cohen, J; The B2B social media book : become a marketing superstar; John Wiley & Sons; 2012 (ISBN/ISSN: ISBN 978-1-118-16776-2)
-Chaffey, D; Smith, P; Digital marketing excellence : planning, optimizing and integrating online marketing, 5ed; Routledge, 2017 (ISBN/ISSN: ISBN 978-1-138-19170-9)
- Chaffey, Dave; Digital Business & E-Commerce Management, 6th ed. Strategy Implementation & Practice, 6ed; Trans-Atlantic Publications; 2014
- Google (2015) YouTube Creator Playbook for Brands. Google
- Kaufman, Ira & Horton, Chris; Digital Marketing: integrating strategy and tactics with values, Routledge, 2015
- Kingsnorth, S; Digital marketing strategy: an integrated approach to online marketing; KoganPage, 2016 (ISBN/ISSN: ISBN 978-0-7494-7470-6)
- WSI (2013) Digital Minds: 12 Things Every Business Needs to Know About Digital Marketing, WSI, Friesen Press, ISBN: ISBN 1460230205
- Westerman, G; Bonnet, D; McAfee, A; Leading digital: turning technology into business transformation; Harvard Business Review Publishing, 2014 (9ISBN/ISSN: ISBN 978-1-62527-247-8)

- Afonso, Carolina; Monteiro, David; Amaral, Inês; Neto, João & Remondes, Jorge (2016) Marketing Digital & eCommerce, Psicosoma, ISBN: 9789728994723
- Coutinho, Virgínia (2014); The Social Book - Tudo o que precisa de saber sobre o Facebook, Atual Editora. ISBN: 9789896940706 (
- Borges, Letícia & Afonso, Carolina; Social Target - Da estratégia à implementação. Como tirar partido das redes sociais e potenciar o seu negócio, Topbooks Almedina, 2013
- Marques, Vasco; Marketing Digital 360, Atual Editora, 2014
- Marques, Vasco; Redes Sociais 360, Atual Editora, 2016
- Marques, Vasco; Video Marketing 360, Atual Editora, 2016


Lecturer and Head: Paulo Silveira - office B2.05

Página gerada em: 2020-11-27 às 14:04:13