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Advertising and Public Relations Workshop

Advertising and Public Relations Workshop

Code	14699
Year	3
Semester	S2
ECTS Credits	12
Workload	OT(15H)/TP(90H)
Scientific area	Communication Sciences
Entry requirements	Not applied
Mode of delivery	Face to face
Work placements	This signature enables students to perform internships in advertising agencies, communication agencies and PR corporate departments
Learning outcomes	The objectives of the course are: To consolidate the theoretical knowledge acquired in the subjects of Advertising and Public Relations; to stimulate students' abilities to design advertising and public relations strategies; to develop students' creativity in the graphic, audiovisual and editorial realization of strategies. Students should demonstrate the ability to interpret and relate information about communication in the areas of advertising and public relations, without neglecting the theoretical and practical aspects of creating and implementing campaigns.
Syllabus	Advertising Module - Advertising vs. Public Relations: concepts, specificities and intersections - Digital/online advertising and traditional advertising - Identity, image, brand, positioning and reputation - Languages, narratives, creativity, brand storytelling/narrative creation - Planning advertising campaigns and media for digital/online advertising - Briefing: objectives and elements - Account/client management, copywriting and creative direction - Specialized companies: communication agencies vs. advertising agencies - Analysis and discussion of/about advertisements and advertising campaigns; application exercises - Advertising project and portfolio: advertising campaign for an event (UBIMedia Communication Days 2024) Public Relations Module Strategic PR planning Communication strategies From diagnosis to strategy From tactics to evaluation PR project Public event
Main Bibliography	AIREY, David (2010). Logo Design Love – A Guide To Creating Iconic Brand Identities. Berkeley, Califeley,: New Riders. ALLEN, J.; O`Toole, W.; McDonnell, I. Harris, R. (2003). Organização e Gestão de Eventos, Rio de Janeiro: Editora Campus. ALSTIEL, T., & GROW, J. (2010). Advertising creative - advertising, copy + design. Thousand Oaks, California, US: Sage. BUDELMANN, K., YANG, K., WOZNIAK, C. (2010). Brand Identity Essentials: 100 principles for designing logos and building brands. Beverly, Massachussets, US: Rockport Publishers KUNSCH, Margarida (2006). Planejamento e gestão estratégica de relações públicas nas organizações contemporâneas. UNIrevista, vol 1 (3) LAERMER, Richard & SIMMONS, Mark (2008). Punk Marketing: Junta-te e RevoluR, [2007]. Alfragide, Portugal: Lua de Papel – Leya MILOSEVIC, Marija (30 de Maio de 2014). When a brand is iconic, words are not required. In Branding Magazine. Disponível em: http://www.brandingmagazine.com/2014/05/30/mcdonalds-minimalistic-posters-tbwa-paris/ PEDRO, F.; Caetano, J.; Chistiani. K.; Rasquilha, L. (2005), Gestão de Eventos, Lisboa: ed. Quimera. PINK, Daniel H. (2005). A whole new mind. why right-brainers will rule the future. Nova Iorque, NI, Riverhead Books, Berkeley Publishing, Penguin Books. PUHL, P. Regina (2008). Contexto e Práticas de Comunicação social. Novo Hamburgo: Edições Feevale RIBEIRO, Vasco (2015). Assessoria de Imprensa: Fundamentos teóricos e práticos. São Paulo: Novas Edições Académicas. VOLLI, Ugo (2003). Semiótica Da Publicidade – A Criação Do Texto Publicitário. Lisboa: Edições 70
Teaching Methodologies and Assessment Criteria	The final grade for the course is the result of two assessment elements: Advertising module (50%) + PR module (50%): Advertising module: - Group assignment 1: Advertising briefing for the UBIMedia Communication Days 2024 event (date to be determined): 20% of the final grade. - Group work 2: Digital/online advertising briefing applied to a public policy campaign (date to be determined): 30% of the final grade. Public Relations module: - Group work 1: Pre-project + pitch (April 3) - (20% of final grade) - Group work 2: Project + Event + Final Event Report (June 5) - (30% of the final grade) Students are assessed on the basis of their active participation in class (80% attendance is required). Given the essentially laboratory nature of the course, the exam is not included.
Language	Portuguese. Tutorial support is available in English.