Book

Livro

Teixeira, S. & Freitas Santos, J. (2022). Tópicos de Marketing Digital. Porto. CEOS Edições, https://doi.org/10.56002/ceos.0013b

Imagem da linha de investigação correspondente

Tópicos de Marketing Digital

Sandrina Teixeira (Editor) Porto Accounting and Business School of the Polytechnic of Porto, Portugal

José Freitas Santos (Editor) Porto Accounting and Business School of the Polytechnic of Porto, Portugal

Keywords:

Palavras-chave:

Marketing digital, mestrado em marketing digital, ISCAP

Date 2022


Abstract

O avanço nas tecnologias de informação e comunicação veio provocar mudanças significativas no modo de fazer negócios e têm exigido das empresas e dos seus profissionais de marketing novas competências para se adaptarem e/ou mudarem a forma de comunicarem com públicos cada vez mais exigentes. A pandemia COVID 19 veio acelerar o processo de digitalização da economia, com impacto relevante no comércio eletrónico (acréscimo das compras online) e no marketing digital permitindo uma comunicação rápida, eficaz e a baixo custo (novas plataformas de comunicação digital e redes sociais). Perante esta mudança, as estratégias de marketing digital tornaram-se mais complexas, obrigando as empresas a criar ligações mais próximas aos seus clientes, através de experiências memoráveis, conteúdos inesquecíveis e contactos frequentes (email, mensagens, etc.).

Consciente destes desafios, o ISCAP (Instituto Superior de Contabilidade e Administração do Porto) do IPP (Instituto Politécnico do Porto), que foi a primeira escola pública do país a lançar uma licenciatura em marketing, oferece desde há alguns anos um mestrado em marketing digital, que é único no panorama nacional. Com as sucessivas reestruturações no plano de estudos, decorrentes da evolução tecnológica, o mestrado procurou sempre conjugar a vertente teórica com a vertente profissional. Esta obra coletiva resulta do esforço de docentes com perfis académicos e profissionais muito diferentes, mas que se completam para oferecer um corpo de conhecimentos sintético sobre as principais unidades curriculares que são lecionadas ao longo do ciclo de formação, a saber:

1.º ano - Marketing e Estratégia Digital, Desenvolvimento de Produtos Digitais, Marketing de Conteúdos, Logística em Negócio Eletrónico, Marketing Intelligence e Research , Search Engine Marketing, Social Media Marketing , Mobile Marketing e Projetos de E-Business.

2.º ano - Métodos de Investigação em Marketing, Seminários Temáticos em Marketing Digital e Dissertação ou Projeto ou Estágio.

Com esta obra pretende-se fornecer aos alunos, que ingressam no mestrado em marketing digital, um manual de referência sobre os tópicos lecionados no mestrado. Ao mesmo tempo, este corpo de conhecimentos pode também ser útil a estudantes e docentes do ensino graduado e pós-graduado da área da gestão e do marketing, bem como a diretores de marketing digital, gestores e técnicos de marketing e a todos as pessoas com espírito empreendedor, que procuram novas oportunidades de negócio online ou que pretendem reforçar os seus canais de comunicação através das novas ferramentas do marketing digital.

Os organizadores desta obra e os autores dos diversos capítulos agradecem o apoio da linha de investigação em Estratégias Digitais para o Marketing e Comunicação, do CEOS.PP (Centro de Estudos Organizacionais e Sociais do Politécnico do Porto).


Citation

Teixeira, S. & Freitas Santos, J. (2022). Tópicos de Marketing Digital. Porto. CEOS Edições, https://doi.org/10.56002/ceos.0013b

Tópicos de Marketing Digital
.pdf
Download PDF • 9.95MB

Data 2022


Resumo

O avanço nas tecnologias de informação e comunicação veio provocar mudanças significativas no modo de fazer negócios e têm exigido das empresas e dos seus profissionais de marketing novas competências para se adaptarem e/ou mudarem a forma de comunicarem com públicos cada vez mais exigentes. A pandemia COVID 19 veio acelerar o processo de digitalização da economia, com impacto relevante no comércio eletrónico (acréscimo das compras online) e no marketing digital permitindo uma comunicação rápida, eficaz e a baixo custo (novas plataformas de comunicação digital e redes sociais). Perante esta mudança, as estratégias de marketing digital tornaram-se mais complexas, obrigando as empresas a criar ligações mais próximas aos seus clientes, através de experiências memoráveis, conteúdos inesquecíveis e contactos frequentes (email, mensagens, etc.).

Consciente destes desafios, o ISCAP (Instituto Superior de Contabilidade e Administração do Porto) do IPP (Instituto Politécnico do Porto), que foi a primeira escola pública do país a lançar uma licenciatura em marketing, oferece desde há alguns anos um mestrado em marketing digital, que é único no panorama nacional. Com as sucessivas reestruturações no plano de estudos, decorrentes da evolução tecnológica, o mestrado procurou sempre conjugar a vertente teórica com a vertente profissional. Esta obra coletiva resulta do esforço de docentes com perfis académicos e profissionais muito diferentes, mas que se completam para oferecer um corpo de conhecimentos sintético sobre as principais unidades curriculares que são lecionadas ao longo do ciclo de formação, a saber:

1.º ano - Marketing e Estratégia Digital, Desenvolvimento de Produtos Digitais, Marketing de Conteúdos, Logística em Negócio Eletrónico, Marketing Intelligence e Research , Search Engine Marketing, Social Media Marketing , Mobile Marketing e Projetos de E-Business.

2.º ano - Métodos de Investigação em Marketing, Seminários Temáticos em Marketing Digital e Dissertação ou Projeto ou Estágio.

Com esta obra pretende-se fornecer aos alunos, que ingressam no mestrado em marketing digital, um manual de referência sobre os tópicos lecionados no mestrado. Ao mesmo tempo, este corpo de conhecimentos pode também ser útil a estudantes e docentes do ensino graduado e pós-graduado da área da gestão e do marketing, bem como a diretores de marketing digital, gestores e técnicos de marketing e a todos as pessoas com espírito empreendedor, que procuram novas oportunidades de negócio online ou que pretendem reforçar os seus canais de comunicação através das novas ferramentas do marketing digital.

Os organizadores desta obra e os autores dos diversos capítulos agradecem o apoio da linha de investigação em Estratégias Digitais para o Marketing e Comunicação, do CEOS.PP (Centro de Estudos Organizacionais e Sociais do Politécnico do Porto).


Citação

Teixeira, S. & Freitas Santos, J. (2022). Tópicos de Marketing Digital. Porto. CEOS Edições, https://doi.org/10.56002/ceos.0013b

Tópicos de Marketing Digital
.pdf
Download PDF • 9.95MB

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