Digital Marketing and Social Media Analytics

In today's world, digital marketing can no longer be seen as an add-on to traditional marketing. This course aims to illustrate the importance of effectively managing a Digital strategy in an environment where content, social media, analytics, and digital transformation play a key role in the evolution of brands and business success.

Marketing innovation happens through digital channels and advanced analytical methods. It is intended to demonstrate the power of their application and their impact on the design of marketing strategies with examples in different industries.

Who is it for?

Among the primary recipients of this course, the following stand out:

Managers and Marketing Directors who wish to deepen their knowledge and analyze the challenges of digital for their organizations;
Professionals with responsibilities in the planning, implementation, and monitoring of digital strategies;
Professionals from other academic areas and consultants, increasing their skills and allowing them greater mastery over Digital Marketing;

Professionals from advertising, communication, and marketing consulting agencies who wish to broaden their knowledge and discuss trends with industry partners and clients.

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Program


Módulo	Docente(s)	Horas
Data-Driven Marketing	Guilherme Victorino	4
Social Media Analytics	Roberto Henriques	4
Social Media Labs	Vasco Monteiro, Rui Borges, Convidados Indústria	8
Total	16

Module: Data-Driven Marketing
Objectives:
- To present the theory and practice of Digital Marketing and its strategic implications at the organizational level and that of consumer behavior.
Content:
- The new digital consumer;
- Digital Transformation Chief Marketing Officer meets Chief Technology Officer;
- Paid Owned and Earned Media.
Pedagogical Resources:

Industry Case Studies focusing on the area of digital marketing governance.
Module: Social Media Analytics
Objectives:
- Social media analytics is based on the collection of semi-structured and unstructured information from social networks with the goal of analyzing and extracting new knowledge that supports business decision making.
Content:
- Concepts, techniques and tools of text analysis and sentiment analysis;
- Concepts, techniques and tools of social network and spatial analysis of social media;
- Risks, privacy and ethical considerations in Social Media.
Pedagogical Resources:

Industry Case Studies focusing on the area of text mining and sentiment analysis.
Module: Social Media Labs
Objectives:

Know how to apply the content discussed in the previous modules.

Content:
- Industry Case Studies: Digital Governance + Online Crisis Management;
- Social Media Analytics techniques;
- Web Analytics.
Pedagogical Resources:

Industry Case Studies, Gephi Software; SAS Enterprise Miner.