This dissertation has as its primary objective the presentation of a digital marketing plan proposal for the e-Learning and Pedagogical Innovation Unit of the Polytechnic of Porto, EIPP, describing all the essential steps for its elaboration. For this, the study of the audience and the definition of personas becomes relevant for the segmentation of audiences to be reached and what their needs are at the digital level. This work arises from the Unit's need to develop a digital marketing plan. The methodology adopted consists of a qualitative case study approach, which was materialized through a semi-structured interview to the EIPP coordinator and a collaborator of the digital area, direct observation and document analysis. It was concluded that the target audience should be essentially focused on teachers and researchers of the Polytechnic of Porto and teachers and researchers in higher education. Several means of digital communication were identified to integrate the strategy, namely the website with integrated blog, the social networks Facebook, Instagram, LinkedIn and Youtube, email marketing and paid online advertising. It was also intended with this digital marketing plan to define strategies on how to attract and retain new customers who are currently unaware of the EIPP.