Cursos / 2º Ciclo / Faculty of Economy and Business Management :: Management

NEGÓCIOS DIGITAIS - 2023/2024

1º curricular year
Semestralidade: 2nd semester
ECTS: 7.5

Teachers

Leading Teacher: Prof. Doutor Joel Vaz

Class type and School hours

Orientação Tutorial : 1 Horas
Teórico-prática : 1 Horas

Teaching Language

Portuguese

Main Aims/Objectives

This curricular unit has the general objective of transmitting the essential concepts related to digital marketing and eCommerce and eMarketplaces, its forms and typologies and its relation to the growth of digital sales and internationalisation, contemplating the communication and commercialisation of goods and services.

Specific Aims/Objectives

1. Understand the evolution and disruptions of digital business.
2. Promote knowledge about the strategies applicable to digital business, eCommerce and its complementarity with eMarketplaces, as well as monitoring its implementation;
3. Provide students with knowledge and techniques that enable them to define digital marketing strategies in a business context.

Skills to be acquired

1. Develop a digital marketing strategy based on an analysis of the environment, consumer and benchmarking;
2. To draw up an implementation strategy for the eCommerce channel itself (i.e. online shop) and on eMarketplaces, considering the various specific tools that allow the defined audiences to be reached.

Teaching Procedures

The theoretical-practical classes will consist in exposing concepts related to eCommerce, eMarketplaces, Social Networks and Digital Marketing based on the bibliography of the course unit. These contents will be illustrated with case studies, encouraging reflection and discussion/debate by the students. The tutorial sessions will consist in applying the contents taught in theoretical and practical lessons by creating the first steps of an online shop on Shopify platform with monitoring by the teacher.

Programme

1. Introduction to Digital Business: eCommerce, eMarketplaces and Social Networks.
2. Social Media Marketing
3. Search Engine Marketing
4. Google and Meta Ads
5. Email Marketing
6. Marketing Automation
7. Mobile, Design and User Experience
8. Web analytics

Evaluation Type

The evaluation of the curricular unit will be made in a continuous manner through the following set of elements:
- Attendance and participation in class;
- Individual work carried out during the classes;
- Group work.

Teaching Resources

The following didactic resources will be used:
- The lecturer´s expositions and respective presentations in digital format.
- The bibliography recommended by the teacher.
- Computer with internet connection.

Sustainability Objectives

Keywords

Digital Business, Social Media, eCommerce, eMarketplaces, Digital Internationalisation, Digital Marketing, online communication, digital strategy, digital consumer.

Main Bibliography

Complementary Bibliography