Overall objectives:

1 - This curricular unit aims to reflect on the importance of the emerging market for mobile applications (apps) as a means of direct communication with the consumer and aims to provide knowledge about the fundamental principles of app marketing, listing optimization and search in app stores (ASO) and app promotion strategies through campaigns and social media.

Syllabus:

1 - The importance of apps as a marketing tool;
2 - Fundamental concepts of app marketing;
3 - Search optimization in app stores (ASO);
4 - Use of social media as a marketing tool;
5 - Online advertising using Google Ads;
6 - Monitoring and performance analysis of online campaigns.

Literature/Sources:

Genadinik, A. , 2014 , Mobile App Marketing And Monetization , CreateSpace Independent Publishing Platform
Marshal, P., Rhodes, M., & Todd, B. , 2017 , Ultimate Guide to Google AdWords , Entrepreneur Press
Rowles, D. , 2017 , Mobile Marketing: How Mobile Technology is Revolutionizing Marketing, Communications and Advertising , Kogan Page
Scott , D. M. , 2017 , The New Rules of Marketing and PR: How to Use Social Media Online Video, Mobile Applications, Blogs, Newsjacking, and Viral Marketing to Reach Buyers Directly , Wiley

Assesssment methods and criteria:

Classification Type: Quantitativa (0-20)

Evaluation Methodology:
In accordance with the expected for the Professional Higher Technical Courses. Didactic resources: Development of the syllabus through weekly exercises and respective presentation, concretizing and applying the knowledge acquired and developed in class. Use of computers to carry out practical exercises and learn some of the program's contents.