Block I: Digital Marketing Strategy

1,5h Program Opening
3,5h Strategic Marketing Management and Communication
3,5h Understanding Consumer Behavior: Digital Challenges and Opportunities
3,5h Digital Marketing Cases
3,5h Business Models & Information Management
3,5h Open and User Innovation
online Evaluation Moment - Block I Self Assessment

Block II: Digital Marketing Tools

3,5h Engagement & Conversation
3,5h Metrics in Digital Marketing
3,5h Mobile Marketing
3,5h E-Commerce: Tools and Challenges
3,5h Workshop: Digital Marketing Insight
online Evaluation Moment - Block II Self Assessment

Block III: Digital Marketing Integration and Trends

3,5h Integrating Digital Marketing in Brand Strategy
3,5h Brand Activation and Social Network
3,5h Trends and Future Perspectives
3,5h New Trends: Mobile Apps, Content & Performance Marketing
2h Final Seminar

Guest Speakers

online Evaluation Moment - Block III Self Assessment

Block IV

An adequate decision-making in the field of Digital Marketing is crucial for the formation of a coherent and consistent strategy. Participants will face a strategic challenge and will take a critical and constructive role in Digital Marketing campaigns assessment.

3h Group Work Presentation


Executive Education - Open Programs

Tânia Sousa


Phone: (+351) 217 227 801



Filipa Roldão

Brand Manager
Programa de Gestão em Marketing Digital
"With an excellent faculty it was possible to learn and understand the tools and techniques of social media, which allow us to build a social business, dynamic, collaborative, efficient, customer-driven and, above all, more profitable!"