Overall objectives:

1 - Apply the transversal knowledge acquired during the course;
2 - Apply knowledge in planning digital marketing strategies and campaigns;
3 - Apply technical knowledge in the implementation of digital marketing strategies;
4 - Apply technical knowledge in the analysis and monitoring of results;
5 - Communicate the knowledge acquired through the preparation of the internship report.

Syllabus:

1 - Planning of Digital Marketing strategies;
2 - Development and implementation of strategies;
3 - Analysis and monitoring of results;
4 - Description of the work carried out and critical appraisal of it.
4.1 - Adapting to each specific company (receiving entity) the student will be inserted in the activities inherent to Digital Marketing in Tourism, with the following functions / tasks being eligible for the internship:
4.1.1 - Planning, development and execution of a digital marketing plan that includes integrated digital marketing strategies and actions applied to the tourism sector;
4.1.2 - Management of digital platforms, necessary for the implementation of digital marketing actions in the communication, distribution and sale of tourism products or services;
4.1.3 - Analysis of consumer behaviour;
4.1.4 - Management and dissemination of digital presence;
4.1.5 - Optimization of pages for search engines - SEO;
4.1.6 - Management of social networks;
4.1.7 - Digital copywriter;
4.1.8 - Development of Mobile interfaces;
4.1.9 - Web analytics and social network results analysis;
4.1.10 - Content production and management for different digital channels;
4.1.11 - Management of online advertising and email marketing campaigns;
4.1.12 - Support for the development of new tourism products and their promotion in a digital environment.

Literature/Sources:

Chaffey, D., & Smith, P. , 2013 , Emarketing Excellence (4th ed.) , Routledge
Kotler, P. , 2017 , Marketing 4.0 - Mudança do tradicional para o digital , Actual
Marques, V. , 2015 , Marketing Digital 360 , Actual
Marques, V. , 2016 , Redes Sociais 360 , Actual
Tocquer, G. e Zins, M. , 2004 , Marketing do Turismo (2.ª ed.) , Instituto Piaget. Lisboa

Assesssment methods and criteria:

Classification Type: Quantitativa (0-20)

Evaluation Methodology:
The methodologies used involve: performing practical or applied tasks; experimentation and development of solutions to specific problems; research and analysis of related bibliographic content, and preparation of the final report. The intern's performance, in the internship will be evaluated by the advisor, after tutor listening, based on the following criteria: a) attendance; b) observation of the hosting entity rules; c) commitment to carrying out the tasks assigned; d) realization of the internship plan; e) skills and aptitudes demonstrated in the implementation of the plan and tasks execution; f) ability to implement in practice the acquired knowledge and skills; g) quality of the internship report; h) theoretical basis of the internship report; i) discussion of the reports contents. The trainee will be evaluated as follows: practical, 50% of the final grade weight (25% defined by the tutor and 25% by the advisor); report and presentation, 50% of the weight in the final grade.