Objetivos de aprendizagem e a sua compatibilidade com o método de ensino (conhecimentos, aptidões e competências a desenvolver pelos estudantes)
To lead students to understand the logic of measuring the digital ecosystem, facilitating the comprehension of the analysis processes necessary to optimize marketing efforts and the value created by the digital strategy.
Conteúdos programáticos
The context of the "Marketing Analytics" function.
Fundamentals of metrics across various digital channels.
Measurement concepts across various digital channels.
Analytics and its reporting.
Testing and hypotheses.
Action plan and audit in "marketing analytics."
"Blockchain" and the future of Digital.
Demonstração da coerência dos conteúdos programáticos com os objetivos de aprendizagem da unidade curricular
Metodologias de ensino e de aprendizagem específicas da unidade curricular articuladas com o modelo pedagógico
Throughout this course, students are expected to be able to analyze data critically and strategically. As important as a theoretical framework, the covered contents require a lot of practice and experimentation. In this sense, by accompanying all content with practical application, students are encouraged to learn by doing. Systematizing the methodologies: theoretical and practical exposure; application of exercises with practical cases; Provision of tools and instruments to support the collection and analysis of metrics; Creation of moments for sharing about labor market needs and the demanded technical skills and competencies.
Avaliação
Test (30%)
Individual project (30%)
Group project (30%)
Participation in classes (10%).
Demonstração da coerência das metodologias de ensino e avaliação com os objetivos de aprendizagem da unidade curricular
Throughout the course, students are expected to develop competencies inherent to the previously defined objectives and contents. Students are expected to understand the importance of collecting and analyzing data provided by tools and know where and what data can be used to formulate insights to better construct action plans according to their goals. Metrics are an integral part of strategic thinking, and the openness and disruption of this critical thinking feed, across the board, the entire course.
Bibliografia de consulta (existência obrigatória)
Digital Business and E-Commerce Management; Dave Chaffey, Tanya Hemphill, David Edmundson-Burd @ Pearson
Marketing Digital para Empresas, Novais de Paula, Zeferino, Carvalho, Gouveia, Faustino, Coutinho @ Perfil Criativo
