The importance of E-C;Online shopping data-PT and Worldwide;How should a company bet;Digital World:The World Is Not Just Physical;Retail Industry Landscape; Digital commerce; The Phidigital trade;E-C: Common Lands and Frameworks;Buying behavior and what influences buying;Capabilities:strategy, relationship building and facilitators;Strategy view; The Importance of CRM:Customer Acquisition, Loyalty, and Development;purchase drivers and behavior;Value Propositions and business models;Top business models; From products to platforms; E-C Ecosystems;Business Model Transformation; The case of native and vertical marks;E-C platforms;Architectures:E-C and marketplaces; The importance of UX and UI for purchase; M-commerce and the importance of Mobile; Contents in the sales process; Business Intelligence - What to consider;Operations and logistics;The behind the scenes of e-commerce; Logistics Templates; Logistics innovations; Customer Support;E-C Trends

Framework
Importance of Email in a Communication Plan
Importance of Email for E-commerce & Performance Marketing
Lead Capture and Database
Fundraising Strategies
Targeting and List Building
Newsletters and Emails
How to structure an email
What to measure
Platforms
RGPD - what it consists of
Lead Nurturing & Scoring
How To Go From Lead Raising For Sale
Behavior scoring system
Platforms
Metrics and Analysis
Marketing Automation
Email Marketing, Chatbots, SMS, Automatism: How to Capitalize on a Strategy
integrated

Main Usage Data - In Portugal and Worldwide
- The New Consumer and What It Means to Business
- POE Model
- RACE Model
- Consumer Journey and its mapping
- Top Digital Marketing Tools
- Agile Project Management - the new form of management
- Case Studies
- Good practices

Framework
What Influence Marketing Is About
Importance for brands and how to fit into a marketing plan
Identification of influencers
What to consider
Useful tools
Influenced Type
Top influencers in Portugal and in the world
Work with influencers
Earned VS Paid Media
How to prepare briefings
What to consider with contracts
Best practices
Case studies.

LinkedIn Framing and Pages
Platform Specifics
Presence Types and Business Pages
How to correctly customize the page and available settings
Content Creation
What to consider
Tips for impacting more people and achieving goals
LinkedIn Ads
Available formats
Targeting Criteria
VS Premium Self-Service Platform
Profile Optimization
What LinkedIn has in mind
Tips for Highlighting LinkedIn Searches
Other Premium Tools
From upgraded profiles to Sales Navigator
Social Selling
What it is about and how companies can use

Brand Content Fundamentals
The evolution of the media in recent years
the role of each medium in the consumer's life
Content is a King but the queen is the social media
Brand content what it is and how it works in different media
Brand Content Strategy
Identify Brand Territories and / or Trend Territories
Creation and concept
Best pratices
Brand content
Important concepts in content brand and the two differences
Case studies in a variety of media - where brand content is the heart of strategy
Legislation
KPIS and Metrics

Introduction to Digital Analytics
What is possible to measure
Key Metrics
From objectives to KPIs
Top Web Analytics Platforms
The most used in Portugal
Differences between platforms
Quantitative and qualitative platforms
Google Analytics
Available Metrics
How are they calculated
Platform Features: From Basic to Advanced Features
Integration of information sources
Google Tag Manager
What it is about and usefulness
How to configure
Assignment
What are attribution models
Different attribution models
How are they measured
Google attribution models
Data visualization and reporting platforms
How to get from metric to insight
Practical exercises

Building a digital marketing plan: key elements and methodologies
Digital Marketing Components
Consumers: The Profile, Audience, and Conversion Funnel
Audiences and interaction points
Research and Insight
Complete structure of the plan
Integration of digital tactics in the plane
Key Measurements and Analysis for Plan Success
Strategies to enrich the marketing plan: from inbound marketing to
performance and growth hacking

Enlightenment - The Importance of Google Ads - Searches; Key Features & Benefits; Designing a Google Ads Account for Success; Ad Rank - Quality Score in an Auction System; Power of Targeting: The Various Criteria From Keywords to Devices Display Ads What to consider: From Creativity to Measurement Targeting Criteria Youtube Ads Youtube: The Second Largest Search Engine in the World and the Importance of Ads Existing Formats Payment Models Best Practices for Creating and campaign management; Google Shopping; Importance of this format for EC; Things to consider and how to run a campaign; Practical exercise; Creating ad groups; Creating and programming ads that drive conversions; Ad extensions as a conversion driver Objectives in choosing formats Measurement of results and tests What can be measured and what to consider should be done to optimize campaigns

Social Media Ads Vs Google Vs Amazon
Specifics of Different Social Media Ads Templates
Facebook Ads
Different Models: From Boosting Publications to Premium Ads
Campaign creation and management platforms
Facebook Ads- Self Service Platform
Platform Features
Objective differences
Targeting Options
Publish Location Options
Payment options
Creative Options
Facebook Ads- Planning
From business purpose to creativity
Facebook ads - E-commerce
Retargeting - Options
Catalog Ads
Dynamic Ads
How to Plan Communication Flows
Facebook Ads - reporting
Available Metrics
How to structure a report
Instagram Ads
Available formats
Available places of publication
Social Ads vs. Self Service Platform
Care for creativity
Return measurement
Linkedin Ads
Available formats
Posting Locations
Targeting Criteria
How to build a good ad
Other social ads
From tripadvisor to Pinterest

Background: Types of social media Usage data - Portugal and World Audiences VS Platforms How to choose where to be and how to be
Instagram Marketing: Platform Specifics; Creating Good Content; Content Format Specifics; Using Instagram for E-C; Result Measurement; Useful Tools
Other Social Networks: Youtube; WhatsApp; Tripadvisor; Pinterest; Niche and Rising Social Platforms;
Social Media Strategy & Trends: Going from Goals to Measurement; The Importance of Content; How to Plan Content; Trends in Social Media

1. Main context changes
2. How to market in an increasingly digital environment
3. Key Indicators of Digital Darwinism
4. The new rules of success
5. What´s next?

Web Development
● Digital Platforms Structures
● Content management platforms
● Institutional Sites, Mini Sites, E-Commerce Platforms, Web Apps
● Front End vs Back End
● DevOps
● Hosting and DNS
● Importance of SEO and Copywriting
Landing pages
● How to structure an LP
● Element to consider in your construction
● Performance Marketing and LP - Its Importance
● Importance of Conversion Funnels and the role of LP's
● Quality Score of LP´s
● A / B Testing - What tests to perform
Mobile Marketing
● The importance of mobile
● From responsive to applications
● Planning for mobile formats