Overall objectives:

1 - Understand the basic concepts of online advertising campaigns and how they differ in the digital environment.
2 - Develop skills to plan, execute, and monitor advertising campaigns on digital platforms.
3 - Analyze the results and metrics of campaigns.
4 - Use strategies for segmentation, personalization, and storytelling in the creation of digital campaigns.

Syllabus:

1 - Introduction to online advertising campaigns: definition, characteristics, and impact on digital communication.
2 - Strategies for planning digital campaigns.
3 - Main online advertising tools: Google Ads and Meta Ads.
4 - Content creation: types of ads and best practices in producing advertising materials.
5 - Monitoring and analyzing results.

Literature/Sources:

Brierley, S. , Brierley, S. The advertising handbook, London, New York : Routledge, 2000 [Biblioteca UMa] ,
Chaffey, D. & Ellis-Chadwick, F. , 2019 , Digital Marketing: Strategy, Implementation and Practice (7th Ed.) , Pearson Education Limited
Andrews M., Van Baaren R., Van Leeuwen, M. , 2016 , Persuasão na Publicidade , Editora Gustavo Gili, Brasil

Assesssment methods and criteria:

Classification Type: Quantitativa (0-20)

Evaluation Methodology:
The teaching methodology combines lectures and participatory classes, real-case analysis, and practical sessions focused on platform usage and ad creation. Assessment includes an oral exam (50%), aimed at analyzing and proposing improvements to a real digital campaign, and a practical project (50%), focused on creating an online advertising campaign.