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Learning outcomes |
- To examine the marketing communication function and the growing importance of advertising and other promotional elements in the marketing programmes of domestic and foreign companies.
- To introduce the various elements of the promotional mix and consider their roles in an IMC programmes.
It is hoped that students could develop a refined critical sense, generate new ideas and be creative, learn to work in group and develop abilities to solve marketing problems. Specifically, it is intended that the students be able to: identify a broader set of challenges and opportunities in the marketing communication field, in several organisation contexts; define an integrated marketing communication strategy, capable of communicating consistently the organisation messages; understand the necessity of coordinate the several ways of organisations to communicate; integrate in the communicational process tools as the advertising, the sales promotion and the public relations.
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Main Bibliography |
Baynast, A., Lendrevie, J., Lévy, J., Dionísio, P., Rodrigues, V. (2018). Mercator 25 Anos - O Marketing na Era Digital. Ed. Dom Quixote.
Belch, George; Belch, Michael (2014). Propaganda e Promoção: uma perspectiva da comunicação integrada de marketing, 9ª Edição, McGraw-Hill, São Paulo.
Belch, George; Belch, Michael (2018). Advertising and Promotion: An Integrated Marketing Communications Perspective, 11st Edition, International Edition, McGraw-Hill/Irwin, New York.
Brochand, Bernard; Dionísio, Pedro; Rodrigues, Joaquim V; De Baynast, A. (2010). Publicitor, Comunicação 360º online-offline, Dom Quixote, Lisboa.
Fill, Chris (2002). Marketing Communications – Contexts, Strategies and Applications, 3rd Edition, Prentice-Hall/Financial Times, Harlow.
O’Guinn, T. C.; Allen, C. T.; Semenik, R. J. (2000). Advertising, 2nd Edition South-Western College Publishing.
Xavier, A. (2015). Storytelling. Histórias que deixam Marcas, 1ª Edição, Best Business, Rio de Janeiro.
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