Digital Marketng

Code:

CC074

Acronym:

MD

Keywords
Classification	Keyword
OFICIAL	Management

Instance: 2025/2026 - 1S

Active?	Yes
Responsible unit:	Department of Communication and Information Sciences
Course/CS Responsible:	Bachelor in Communication Sciences

Cycles of Study/Courses

Acronym	No. of Students	Study Plan	Curricular Years	Credits UCN	Credits ECTS	Contact hours	Total Time
CC	62	Study plan	3	-	6	41	162

Teaching language

Portuguese

Objectives

• Understand the importance of marketing in the digital age and the consequent changes in the strategic marketing planning; 


• Define digital marketing strategies for specific publics and contexts;


• To know the main digital marketing techniques, their strategic use and the steps in their implementation;


• Understand the importance, potential business and marketing in social networks; 


• Provide students with critical skills to evaluate digital marketing implementation success.

Learning outcomes and competences

• Relate the concepts and apply the tools and techniques of the digital marketing; 


• Implement a marketing and communication strategy applied to the digital context; 


• Know how to develop an integrated digital marketing project using the most relevant techniques.

Working method

Presencial

Pre-requirements (prior knowledge) and co-requirements (common knowledge)

n.a.

Program

1. Introduction to digital marketing

- Digital marketing principles
- Digital consumers and buyer personas
- Digital marketing trends

2. Digital marketing strategy

- Digital marketing plan
- Monitorization and control

3. Digital Marketing Tools

- Content marketing
- Search engine marketing
- Social media marketing
- e-mail marketing, mobile marketing, and automation

 

Mandatory literature

Marco Gouveia; Marketing digital. ISBN: 978-989-740-062-9
Svend Hollensen; Social media marketing. ISBN: 978-989-752-844-6
Dave Chaffey, Fiona Ellis-Chadwick; Digital Marketing: Strategy, Implementation and Practice, Pearson, 2015. ISBN: 978-1292077611

Complementary Bibliography

Vasco Marques; Marketing digital 360. ISBN: 978-989-694-294-6
Ian Dodson; The^art of digital marketing. ISBN: 978-1-119-26570-2

Comments from the literature

Mandatory bibliography includes articles to be supplied during the semester

Teaching methods and learning activities

Theory and practice, combining expository techniques with practical application of the topics explored in class.

Case studies to be discussed in the classroom.

Exercises and applied assignments during classes, to be performed individually and in teams under the teacher supervision.

 

Evaluation Type

Distributed evaluation without final exam

Assessment Components

Designation	Weight (%)
Teste	20,00
Trabalho prático ou de projeto	80,00
Total:	100,00

Amount of time allocated to each course unit

Designation	Time (hours)
Elaboração de projeto	60,00
Estudo autónomo	21,00
Frequência das aulas	46,00
Trabalho de campo	20,00
Trabalho escrito	15,00
Total:	162,00

Eligibility for exams

Students may opt for:

- Distributed assessment without a final exam.

- Final Exam.

The distributed evaluation includes one written test and applied assignments (group and individual) to be carried out during the classes. A minimum grade is applied to each component (7 out of 20 points). Participation in the classes where the course content is applied to the group project is recorded and considered in the evaluation of group members. Participation in group presentations is mandatory. 

The assessment by final exam includes a written test and an applied assignment. A minimum grade is applied to each component (7 out of 20 points).

Calculation formula of final grade

 

Distributed evaluation without a final exam.

1. Written test (20%): Closed-book written exam to be held during the class period. 
2. Group work (60%): Project format, divided into two or more stages/deliveries. 
3. Individual work (20%): Applied assignment, complementary to the group project.

 The minimum grade required for each component to pass the course is 7 out of 20 points.

Final Exam:

1. Written assignment (50%): Applied assignment. Instrutions will be published via Moodle one month before the exam date. Delivery via Moodle 48 hours before the exam. Minimum grade of 7 out of 20 points to pass the course. 
2. Written exam (50%): Closed-book written exam. Minimum grade of 7 out of 20 points to pass the course.

Classification improvement

Grade improvement is only possible by undertaking final exam (with two components as listed above). Final exam will correspond to 100% of the grade improvement.