Início / Marketing Digital
Presentation
Find out more about the Master’s programme in Digital Marketing
According to recent studies, 80% of the Portuguese population uses the Internet. In individual terms, the Internet allows access to information, services and products that are often inaccessible otherwise. This has led to a change in consumer habits, particularly in the use of Internet communication platforms, social networks and relations with public administration, financial services, health and education.
In the business context, this reality requires an online presence that is constantly qualified by the consumer, in order to establish and maintain competitive relationships with the market, where the digital and the physical will necessarily be more integrated. It is in this context that there is a growing demand for professionals with qualifications in digital marketing strategies and tactics.
From the IPVC’s perspective, attending a course in the area of Digital Marketing responds to this market need, reconciling the management and marketing side with the applied computer science side. With Marketing as its predominant scientific area, the cycle of studies (CE) contains curricular units (CUs) from other scientific areas, one of which is fundamental (computer science) and the other complementary (maths).
The aim of this structure is to provide future students with skills in the area of strategic planning and its operationalisation, capable of being part of teams or carrying out their activities independently. In the IPVC’s area of influence, there is very little second-cycle training in digital marketing on offer (it could even be said that there is very little on offer nationwide), so this is an opportunity for future students and for the business community, which is mainly made up of SMEs.
Course comisssion
Access
Applicants:
Goals
The aim of the course is to acquire, develop and consolidate the knowledge needed to create an appropriate marketing strategy and, at the same time, respond to the challenges of the digital age.
Considering the specificities of the digital context, the course develops a set of complementary technical skills in the areas of marketing, communication and IT. The aim is to develop the creation of strategic marketing actions and two-way communication processes in a context characterised by the growth of user-generated content and interactivity in social media.
The Cycle of Studies aims to foster the development of research, investigation, critical analysis and practical application skills, promoting the development of projects and communication skills of a professional and scientific nature.
Professional outcomes
Study Plan
Curricular Unit | Area | Type | Contact hours | ECTS | PUC |
---|---|---|---|---|---|
Comércio Eletrónico | EIM | S1 | TP:32.00 | 5.00 | Consult |
Digital Branding | OLM | S1 | TP:32.00 | 5.00 | Consult |
Marketing de Conteúdo e Criatividade | OLM | S1 | TP:32.00 | 4.00 | Consult |
Marketing Digital | OLM | S1 | TP:32.00 | 5.00 | Consult |
Marketing nas Redes Sociais | OLM | S1 | TP:32.00 | 6.00 | Consult |
Search Engine Marketing | EIM | S1 | TP:32.00 | 5.00 | Consult |
Análise de Dados em Marketing | MAT | S2 | TP:48.00 | 5.00 | Consult |
Analítica Digital | EIM | S2 | TP:32.00 | 5.00 | Consult |
Comunicação Integrada de Marketing | OLM | S2 | TP:32.00 | 5.00 | Consult |
Design Gráfico e Desenvolvimento de Conteúdos Digitais | EIM | S2 | TP:32.00 | 5.00 | Consult |
E-Mail Marketing e Automação | EIM | S2 | TP:32.00 | 5.00 | Consult |
Metodologia de Investigação em Marketing | OLM | S2 | TP:32.00 | 5.00 | Consult |
Curricular Unit | Area | Type | Contact hours | ECTS | PUC |
---|---|---|---|---|---|
Dissertação / Projeto / Estágio | OLM | A | OT:352.00 | 54.00 | Consult |
Projeto de Marketing Digital | OLM | S1 | TP:32.00 | 6.00 | Consult |
Processo: A3ES NCE/22/2200590 (aprovado em 2023/07/27, pelo período de 6 anos).