- CP1 - The world is changing. Key evidences
- CP2 - The resulting impact on marketing the new context
- CP3 - Key Market Trends
- CP4 - New opportunities faced by the Marketeers when implementing a blended approach
- CP5 - Emergency of new types of competitors
- CP6 - Impact of paradigm shift in the marketing mix components
- CP7 - The new business ecosystem
- CP8 - Strategy for the b-Market
- CP9 - Segmentation criteria
- CP10 - Online consumer behavior
- CP11 - How to segment online
- CP12 - Sources and toold for collection, analysis and customization
- CP13 - Values proposition
- CP14 - Sales within a digital framework solutions
- CP15 - The evolution of the concept of Customer Relationship
- CP16 - Blended Communication challenges
- CP17 - Changes in power balance and impact in brand communication

Notwithstanding strict fulfilment to the program regulation, ongoing evaluation requires a minimal presence in 60% of the class time:
- An individual or group assignment, with a weighting of 40%;
- An individual test, with a weighting of 60% and a minimum score of 10 points.
1st and 2nd assessment phase - fulfilment of a final exam that will represent 100% of the final score obtained, in this case it will not be considered the continuous evaluation result.

Mandatory

CHAFFEY, Dave, ELIS-CHADWICK, Fiona, JOHNSTON, Kevin, MAYER, Richard, Internet Marketing: Strategy, Implementation and Practice [4th Edition], Prentice Hall, 2009
DIONÍSIO, Pedro, RODRIGUES, Vicente, CANHOTO, Rogério, FARIA, Hugo, NUNES, Rui, b-Mercator - Blended Marketing, Dom Quixote, 2009

Optional

YOUNG, Antony, Brand Media Strategy: Integrated Communications Planning in a Digital Era, Palgrave Macmillan, 2011
TAPSCOTT, Don, WILLIAMS, Anthony D., Wikinomics - How Mass Collaboration Changes Everything, Atlantic Books, London, 2008

SCHMIDT, Eric, COHEN, Jared, The New Digital Age: Reshaping the Future of People, Nations and Business, John Murray, 2013

ANDERSON, Chris, The Long Tail - How Endless Choice is Creating Unlimited Demand, Random House Business Books, 2006

S1: Digital Paid Media: Introduction and Overview
S2: Digital Paid Media: Search Engines
S3: Digital Paid Media: Social Media
S4: Digital Paid Media: Display Advertising
S5: Digital Paid Media: Video Advertising
S6: Digital Paid Media: Others
S7: Media Mix and Digital Media Plan

Class Participation (15%): Participation in class and answering quizzes about the course content.
Group Project (30%): Practical work using real Social Media and Search Engine platforms. Creation of a small simplified media plan.
Individual Assessment (55%): Evaluation of theoretical and practical knowledge acquired throughout the unit.
The individual assessment has a minimum passing grade of 8 out of 20 points.
Evaluation in the 1st and 2nd exam periods: Completion of a final exam that will represent 100% of the final grade obtained, not considering the continuous assessment component.

Mandatory

ital Era, Palgrave Macmillan, 2011

Kotler, P., Kartajaya, H., & Setiawan, I. (2017). Marketing 4.0: Moving from traditional to digital.

Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing. Pearson UK

Dionísio, P., & Rodrigues, J. V., Lendrevie, J., Lévy, J., Baynast, A. (2018). Mercator 25 Anos: O Marketing na Era Digital. Leya.

Optional

Rodrigues, J. & Dionísio, J. (2009). B-Mercator, Blended Marketing. Lisboa. Dom Quixote.

CP1. Measuring online and offline behaviour
CP2. Targeting models online and offline
CP3. Mobile and Social Media Metrics
CP4. Meaning and Value of different types of metrics
CP5. Return Metrics
CP6. Return Assessment
CP7. Procedures to implement a Return Assessment System

Notwithstanding with strict fulfilment of the program regulation, ongoing evaluation requires a minimal presence in 60% of the classes time:
- An individual or group assignment, with a weighting of 30%;
- An individual test, with a weighting of 70% and a minimum score of 10 points.
1st and 2nd assessment phase - fulfilment of a final exam that will represent 100% of the final score obtained, in this case it will not be considered the continuous evaluation result.

Mandatory

Kaushik, Avinash, "Web Analytics 2.0: The Art of online Accountability and Science of Costumer Centricity", Wiley Publishing, 2010

Optional

- Sponder, Marshall, "Social Media Analytics, Effective Tools for Building, Interpreting, and Using Metrics", McGraw - Hill, 2012

- "A guide to online behavioural advertising", Internet marketing handbook series

- Chaffey, Dave, Ellis-Chadwick, Fiona, "Digital Marketing - Strategy, Implementation and Practice", Pearson Education, 2012

- Farris, Paul W., Bendle, Neil, Pfeifer, Philip, Reibstein, David, "Marketing Metrics, The Definitive Guide to Measuring Marketing Performance", Pearson Education, 2010

1. Conceptual framework of E-commerce
2. E-commerce Business Blueprint
3. Website development
4. SEO for E-commerce
5. E-commerce website content
6. E-commerce operations
a) Shipping and fulfilment strategies
b) Payment methods and platforms
7. Landing Pages and cross-channel alignment
8. KPIs, analytics and reporting
9. Conversion optimization, visits behaviour analysis and website usability

In addition to strict compliance with the program regulation, the continuous evaluation method requires a minimum class attendance of 60% and:
_Participation in class - 25%
- An assignment (individual or in group) with a weight of 25%;
- An individual test, with a weight of 50% and a minimum grade of 10 points.
Alternatively, the final exam, similarly to phase two exams, will account for 100% of the final grade, disregarding the continuous assessment component.

Mandatory

- Shirley Tan , Ecom Hell: How to Make Money in Ecommerce Without Getting Burned, 2013

- Alannah Moore, Create Your Own Online Store in a Weekend, 2014

Optional

- baymard.com - referência em benchmarks internacionais de websites de E-commerce

- unbounce.com - enfoque em landing pages e comportamento de visitas

- moz.com/learn - enfoque em SEO para websites

- www.conversion-rate-experts.com - Optimização de websites para E-commerce; enfoque em optimização de UX e taxas de conversão

- www.shopify.com - conceitos gerais, estratégias de E-commerce (marketing, buying e operações)

Blogues:

- Kenneth Laudon e Carol Guercio Traver, E-Commerce 2012 (8th Edition)

- Dave Chaffey, E-Business and E-Commerce Management: Strategy, Implementation and Practice

- Benjamin Hunt , Convert! Designing Web Sites to increase Traffic and Conversion

- Tony Hsieh, Delivering Happiness: A Path to Profits, Passion, and Purpose

- Richard Brandt, One-click: Jeff Bezos and the Rise of Amazon.com

Livros:

CP1. Project subject presentation CP2. Digital Marketing Strategic plan Presentation CP3. Implementation plan presentation and definition of deliverables CP4. Project kick-off CP5. Investment plan presentation and expected ROI CP6. Project Final presentation.

Notwithstanding with strict compliance to the program regulation, ongoing evaluation requires a minimal presence in 60% of the classes time and includes the accomplishment of:
- Project Elaboration and presentation - 80% (required for approval)
- An individual test, with a weighting of 20% and a minimum score of 10 points.
- In this curricular unit does not exist a second exam.

Mandatory

Chaffey, Dave & Ellis-Chadwick, Fiona, "Digital Marketing: Strategy, Implementation and Practice", Pearsons, 6ª Edição, 2016

Optional

Dionisio, Pedro, Canhoto, Rogerio et al, "B-Mercator - Blended Marketing", Lisboa, Editora D. Quixote, 2009

S1-Traditional PR vs. PR 2.0. : What has changed?
S2-PR-2-Peer and Hybrid PR: consumer's triple roll
S3-New context and paradigms for PR professionals
S4-PR 2.0. tools:
S5-Influencers types
S6-Media relations vs Influencers Relations
S7-The Digital PR Communication's Plan; Digital PR Mix
S8-Social Media Monitoring;
S9-Social Media Crisis Plan;
S10-Relations with agency and other departments

Group Project (50%): Development and presentation of a business model proposal based on the identification of an emerging opportunity in a real-world scenario.
Individual Exam (50%): Assessment of the theoretical and practical knowledge acquired throughout the course.
Evaluation in the 1st and 2nd Exam Periods - a final exam will be conducted, representing 100% of the final grade, with the continuous assessment component not being taken into account.

Mandatory

Henricks, Barbara Cave & Shelton, Rusty , Mastering the New Media Landscape: Embrace the Micromedia Mindset, Berrett - Koehler Publishers, Inc, March 2016

Scott, David Meerman, The New Rules of Marketing & PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly, John Wiley & Sons,Inc , 5th edition, New Jersey, October 2015

Optional

Dionísio, Pedro e Rodrigues,Vicente, Publicitor, Dom Quixote ,7ª edição, Alfragide, 2010 [p.297 -326]

Dionísio, Rodrigues, Canhoto e Faria Nunes, b-Mercator- Blended Marketing, Dom Quixote, 1ª edição, Alfragide, 2009 [p.159-202]

CP1. Project subject presentation
CP2. Digital Marketing Strategic plan Presentation
CP3. Implementation plan presentation and definition of deliverables
CP4. Project kick-off
CP5. Investment plan presentation and expected ROI
CP6. Project Final presentation

Notwithstanding strict compliance to the program regulation, ongoing evaluation requires a minimal presence in 60% of the classes time and includes the accomplishment of:
- Project Elaboration and presentation - 80% (required for approval)
- An individual test, with a weighting of 20% and a minimum score of 10 points.
- In this curricular unit does not exist a second exam

Mandatory

Chaffey, Dave & Ellis-Chadwick, Fiona, "Digital Marketing: Strategy, Implementation and Practice", Pearsons, 6ª Edição, 2016

Optional

Dionisio, Pedro, Canhoto, Rogerio et al, "B-Mercator - Blended Marketing", Lisboa, Editora D. Quixote, 2009