Digital Brand Performance

2nd SEMESTER / COURSE: BRANDING AND CONTENT MARKETING

Learning outcomes:

1. The main objective is the analysis of brand performance in digital ecosystems and their optimization.
2. We will understand how to measure the attraction, interaction, conversion, and engagement of brands in different digital channels. Analyze what we should improve to optimize. We will use conceptual models to better understand what to do, when, how, where, and why.
3. We will analyze the metrics of various brands on social networks using Data Science methodologies and analytical tools. The analysis will focus on the comparison and positioning of the chosen brands in the different channels and their current and expected performance.
4. In terms of content, we will analyze the posts published by the brands in the different social networks (Facebook, Instagram, Twitter, Youtube, and Linkedin) in quantitative and qualitative terms through the analysis of the correlation of messages and words.

 

RESPONSIBLE TEACHER:

Luís Bettencourt Moniz

TEACHER(S):

Luís Bettencourt Moniz