Overall objectives:

1 - Know and understand the main concepts of digital marketing;
2 - Understand and frame the main trends of digital marketing in general and in the tourism sector;
3 - Understand the different techniques, approaches and methods for developing digital marketing strategies;
4 - Demonstrate the importance of the presence, maintenance and monitoring of information in different digital communication formats;
5 - Develop and implement digital marketing strategies;
6 - Use digital tools (ex: ads, SEO, paid search ads, organic social media, social media ads, etc.) effectively in the marketing and communication strategy;
7 - Create digital marketing actions and evaluate the effectiveness of the techniques used;
8 - Develop a strategic plan.

Syllabus:

1 - Digital marketing concepts and trends
2 - New models for marketing in the digital economy
2.1 - The new consumer path
2.2 - Marketing productivity metrics
2.3 - Search Engine Marketing
2.4 - Best practices in the tourism sector
3 - Marketing actions and tactics in the digital economy
3.1 - Brand attraction
3.2 - Content Marketing
3.3 - Online channels and digital campaign planning
4 - Engagement Marketing
5 - Social Media Marketing
6 - Vídeo Marketing
7 - Analysis and monitoring
8 - Digital Marketing Plan

Literature/Sources:

Chaffey, D. & Ellis-Chadwick, F. , 2012 , Digital Marketing: Strategy, Implementation and Practice (5th ed.) , Pearson Education Limited
Ascensão, C. , 2010 , Google Marketing, A mais poderosa arma para atingir os seus clientes , Edições Sílabo
Carrera, F. , 2014 , Marketing Digital na Versão 2.0, o que não pode ignorar (3ª ed.) , Edições Sílabo
Chaffey, D.; Smith, P. R. , 2013 , E-marketing Excellence - Planning and Optimizing your Digital Marketing (4th ed.) , Routledge
Kotler, P., Setiawan, I. & Kartajaya, H. , 2017 , Marketing 4.0: mudança do tradicional para o digital , Actual Editora
Marques, V. , 2015 , Marketing Digital 360 , Actual Editora
Qualman, E. , 2013 , Socialnomics: How Social Media Transforms the Way We Live and Do Business (2nd ed.). , Hoboken, N.J., Wiley
Stokes, R. , 2011 , eMarketing: the essential guide to online marketing (4th ed.) , Quirk (Pty) Ltd

Assesssment methods and criteria:

Classification Type: Quantitativa (0-20)

Evaluation Methodology:
In accordance with the expected for the Professional Higher Technical Courses. Didactic resources: Exposition of concepts and syllabus through own material prepared by the teacher, case studies and articles, encouraging debate and presentations in class.