Marketing Tools in a Digital World

5-week online program

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In a world where each time is more connected and competitive, the digital platforms and the technology are still essential in the corporate activity. These platforms work is various dimensions, such as growth, range and brand visibility. It is fundamental to master the digital marketing tools to match the organization strategies to an industry that lives in constant evolution.

This program would like to provide to their participants the knowledge about its use in different solutions that, as a whole, are crucial to develop any type of digital marketing campaign succeeded, highlighting the social media’s tools, Search Engine Marketing, Google Analytics, Google Adwords, Content and the implementation of Google Tag Manager. The program has a practical approach about each solution, such as its application, fundamental to the development of one strategy which might stand out in an even more complex digital ecosystem.

The Marketing Tools in a Digital World program allows the participants to operate in a marketplace each time more disruptive and competitive along their last trends.

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Start Date November 2nd, 2021
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Duration 5 weeks
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Price 1.020€

Who is it aimed for

  • Professionals who want to understand which are the channels in which they should invest and desire to dig deeper their knowledge in digital platforms;
  • Professionals who work in marketing and corporative communication;
  • To all interested in marketing that has as a goal increase the comprehension about techniques and tools that contribute for the business development.

Estrutura do Programa

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Welcome Session and program introduction.

In this session, the participant will understand how the Facebook Business Manager can improve his business, through the elaboration of promotions to different phases of the conversion funnel, as well as the implementation of strategies that allow the uptake of possible clients.

In this session, the participant will learn how to reference their products and services; bearing in mind to improve the conversions and show the audience how to solve their problems.

It will be lectured in this session various techniques and strategies to make you able to optimize your webpages for the search engines, and so improve their position, traffic and conversion.

In this session, it will be analysed the tools needed for campaign optimization, the key-word choice and the execution of search network campaigns and display.

In this measurement session, the participant will get a wider view of the power of digital analytics tools. By using Google Analytics as the main tool will reveal the role that is played in the daily operationalization of digital marketing activities.

The participants, in this session, will analyse how the Google Tag Manager enables to analyse the consumer’s behaviour by using tags on the website, which allow taking strategical decisions for the business.

I will build competences in the following areas

  • Google Tag Manager, Google Analytics and Google Adwords;
  • Social networks management as a key factor for de decision-making process;
  • Search Engine Marketing;
  • Produce content that leverages innovation and conversion;
  • Expertises in the metrics evaluation and performance of digital marketing campaigns.

Key takeaways

  • Empower the participants to skills in areas of digital marketing and emerging approaches;
  • Offer a structured and wide vision of an ecosystem full of challenges that concern the brand world;
  • Grant to the participants the capable knowledge and tools to leverage the brand, increase the consumer’s loyalty, and his rentability


André Alves 

Specialist in Digital Marketing and Teacher of Strategy, Search Engine Marketing and Social Media. Marketing Consultant, he is the Digital Marketing Manager of CATÓLICA-LISBON, where he took the Executive Master in Management with a specialization in Digital Innovation.


Marco Gouveia

Google Regional Trainer, Head of Digital Marketing in Pestana Hotel Group, Consultant and Former of Digital Marketing, certified, with proven experience in SEO, Google Ads and Web Analytics. Specialization in Search Engine Optimization (SEO), Search Engine Advertising (SEA), Social Media Marketing and Web Analytics.


Martim Mariano 

Copywriter freelancer and Professional Storyteller is a Communication Consultant and Trainer with a lot of experience. He is the creator of digital content for diverse brands, having previously worked as a journalist for SIC and Expresso.


Guilherme Coelho

Consultant in diverse digital areas and entrepreneur in one project in the technological area; he was responsible for the digital interaction team in the SIVA group (currently Porsche Holding) holder of Volkswagen, Audi, Skoda, Bentley and Lamborghini. He worked in a French multinational of affiliation with Kwanko managing brands like Cofidis, Credibom, N Seguros, among others. He took a master in Engineer and Industrial Management at the University of Porto. 

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