Cursos / 1º Ciclo / Faculty of Economy and Business Management :: Marketing

Versao Portuguesa

COMÉRCIO ELECTRÓNICO - 2021/2022

3º curricular year
Semestralidade: 1st semester
ECTS: 6

Teachers

Leading Teacher: Prof. Doutor Joel Vaz
Assistant Professor: Prof. Doutor Joel Vaz

Class type and School hours

Teórico-prática : 2 Horas
Orientação Tutorial : 1 Horas

Teaching Language

Portuguese

Main Aims/Objectives

This course intends to convey the essential concepts related to eCommerce and its relationship with web marketing contemplating communication and marketing goods and services.

Specific Aims/Objectives

1. Understand the commerce in general and eCommerce in particular, evolution and disruptions.
2. Promote knowledge on eCommerce strategies, as well as the monitoring of their implementation;
3. Provide the students with knowledge and skills to enable them to make a practical application of marketing strategies and digital communication.

Skills to be acquired

1. Develop a digital marketing strategy based on an analysis of the environment, consumer and benchmarking;
2. Develop an online communication strategy covering the various specific tools to achieve the targeted public.
3. Implement, monitor and evaluate the actions of digital marketing and online communication.

Teaching Procedures

The classes will consist on theoretical and practical exposure of concepts related to E-commerce and digital marketing based in the bibliography on the application of the concepts given on theoretical and practical developing an eCommerce channel under teacher monitoring

Programme

1. eCommerce introduction
2. Planning: website vs eCommerce
3. eCommerce pillars
3.1. Logistics
3.2. Payments
3.3. Customer support
4. Mobile site and design sprint
5. eCommerce metrics
6. eCommerce performance
6.1. Search
6.2. Shopping
6.3. Social
6.4. Inbound marketing
6.5. Email marketing
7. eCommerce internationalization

Evaluation Type

The evaluation will be made on a continuous basis by performing a set of elements:
- Attendance and participation in class;
- 2 written tests
- 1 practical Work developed in group

Teaching Resources

Two teaching resources will be used:
- The presentations done and delivered by the teacher
- The bibliography recommended by the teacher.

Sustainability Objectives

Keywords

eCommerce, Digital marketing, e-commerce, online communication, digital consumer

Main Bibliography

Author JONGEN, Wijnand
Title The End of Online Shopping: The Future of New Reta
Edition
Editor World Scientific Publishing Company Pte. Limited
Year 2018
Author FAUSTINO, Paulo
Title Marketing Digital na Prática
Edition
Editor Marcador
Year 2019
Author MAIA, Vera; COSTA, Sónia; PEIXOTO, Nelson; PEIXOTO
Title 110 Erros que prejudicam a sua loja online
Edition
Editor Perfil Criativo - Edições
Year 2020

Complementary Bibliography

Author DOMINGOS, Pedro
Title A Revolução do Algoritmo Mestre
Author MARQUES, Vasco
Title Marketing Digital 360