Sessão Síncrona Marketing Digital

Introduction to Digital Marketing Course

Session Overview

• The session begins with a welcome message and an introduction to the digital marketing curriculum. The speaker shares a presentation for guidance, which will be made available later.

Exam Details

• Important dates are highlighted: both the portfolio (efólio) and exam are scheduled for February 18th at 15:00. Students are advised to log in early to ensure their systems function properly.

• The duration of assessments is specified: 90 minutes for the portfolio with an additional 15 minutes of tolerance, and 120 minutes plus 15 minutes for the exam. Students should use this time wisely, primarily focusing on reading and reviewing their answers rather than writing new responses during the tolerance period.

Content Coverage

• All course content will be included in both assessments, but specific areas of focus will be provided to guide students' study efforts. Those taking the global portfolio aim for a maximum score of 12 based on previous evaluations, while exam takers work towards a score of 20.

• A minimum average score of 3.5 from two portfolios is required to qualify for the global portfolio; otherwise, students automatically register for the exam instead. Additionally, students must achieve at least a score of 5.5 in total to pass the course regardless of prior scores from portfolios A and B. This emphasizes that even high initial scores do not guarantee passing if subsequent performance falls below expectations.

Exam Format and Structure

Question Breakdown

• The global portfolio consists of approximately four questions (counting one question with two parts), while the exam features six questions—three also having multiple parts—resulting in nine practical questions overall during assessment periods. Questions require medium-length development responses rather than extensive essays or copy-pasting from materials during open-book conditions (flow assign). Students should focus on concise answers directly addressing each question's requirements based on provided case studies rather than relying heavily on external resources like AI tools or slideshows during exams.

Guidelines for Effective Submission

Importance of Originality in Work

• Students are encouraged to research and use their own words when presenting information, avoiding direct copying from slides or sources.

• Emphasis is placed on practical application of concepts to the case presented, rather than mere repetition of content.

Evaluation Criteria

• The evaluation will focus on mastery of course content and precision in terminology used by students. Incorrect usage of marketing terms indicates a lack of rigor.

• Students should demonstrate the ability to synthesize information concisely, avoiding overly lengthy responses that do not directly address questions.

Writing Standards

• Clear communication is essential; students must proofread their work to avoid spelling errors, especially since they have time during submissions. Pressure from time constraints should not be an excuse for mistakes.

• Submissions must be made in PDF format after final review; last-minute conversions can lead to errors if files are incorrectly named or submitted. Attention to detail is crucial here.

Content Focus for Final Submission

• While foundational knowledge about digital marketing advantages and disadvantages is important, it may not be as relevant for this submission phase as students are expected to apply learned concepts practically rather than theoretically creating marketing tools like newsletters or blogs.

• Key topics include understanding consumer behavior and personas, which will be critical when addressing specific questions related to the case study provided by the instructor. Students need familiarity with digital marketing plans but won't be required to create one directly at this stage.

Digital Marketing Challenges and Academic Integrity

Overview of the Assignment Structure

• The assignment involves analyzing a company's digital marketing challenges and providing constructive criticism, both positive and negative.

• Students will be presented with a scenario where they must identify improvements and justify their suggestions regarding the company's marketing strategies.

• This structure applies to both the global portfolio (efólio global) and the exam, with slight variations in question count.

Importance of Academic Integrity

• Emphasis on academic integrity is crucial, especially during exams or portfolios that allow consultation, as there may be temptations to commit fraud.

• Responses that are identical or very similar among students will not be tolerated; such cases will lead to cancellation of answers for all involved parties.

• Caution against using artificial intelligence tools for responses is highlighted; detection of AI usage can result in severe penalties including receiving zero marks.

Plagiarism Concerns

• Direct copying from authors without proper citation constitutes plagiarism and is strictly prohibited. Students must avoid simply reproducing information found online in their work.

Clarifications on Digital Marketing Plan

• A student seeks clarification about whether the provided case study includes an existing digital marketing plan; it does not contain a fully developed one but offers some relevant information.

• Students are encouraged to critically assess any objectives outlined by the company’s digital marketing strategy, suggesting improvements where necessary rather than accepting them as correct without scrutiny.

• The expectation is for students to adopt a critical perspective on the company's actions, identifying strengths and weaknesses based on their knowledge gained throughout the course.