You need to activate javascript for this site.
Menu Conteúdo Rodapé
  1. Home
  2. Courses
  3. Strategic Communication: Advertising and Public Relations

Strategic Communication: Advertising and Public Relations

 2nd Cycle Degree     Departamento Comunicação, Filosofia e Política [Portuguese]

Info Access About Contacts Coordinator(s) Comissions
Study plan   Strategic Communication: Advertising and Public Relations


Rótulo Texto
DGES code
CNAEF classification 342 | Decree no. 256/2005 [PT]
Publication in the Portuguese Official Gazette Order no. 9167/2020 | DR 2nd series, no. 188, 25 september
Assessment/Accreditation/Registration A3ES Accreditation, 28-05-2020
Self-assessment Report
Initial registry: R/A-Ef 1323/2011 de 18-03-2011
Changes registry: R/A-Ef 1323/2011/AL01 de 24-10-2014 | R/A-Ef 1323/2011/AL02 de 26-06-2020
Mode of study Daytime
ECTS 120

General Access Regime  

Label Texto
Admission Requirements
Vacancies 25 (2024)


Label Texto
Profile of the programme The master in Strategic Communication offers a post-graduate formation specialized in Advertising and Public Relations. This master is designed to meet the expectations of graduates, especially of Communication Sciences, who seek to deepen knowledge and skills in this scientific and professional area. The course is divided in two academic years: in the 1st year, students have the opportunity to attend and be evaluated on a set of curricular units in the field of advertising and public relations; in the 2nd year, students can choose between writing a dissertation, and do an internship in an organization, followed by the respective report.
Key learning outcomes The goal is to have the students attaining in a progressive way the knowledge and specific skills, which are substantial to get a place in the job market, as well as to establish a scientific research in the field of strategic communication. One expects students to achieve the humanistic, cultural and communication skills that are the key to meet a deep comprehension of social, political and human relation-based phenomenon; and, professional skills matching the performance of tasks existing in the area of advertising and / or PR, with a high level of creativity, autonomy and decision-making power. The supply of several teaching activities (e.g., field works, projects, case studies) altogether with continuous evaluation methodologies, empower an environment of teaching/learning that is strongly centered on the student. The measurement of the skills level is the outcome of the evaluation of the curricular units and also of the public defense of an Internship Report or a Master dissertation thesis.
Occupational profiles of graduates The MA in Strategic Communication offers a wide range of possibilities for career, both in Communication Agencies, Advertising Agencies, Events organization agencies, Media Planning enterprises, and as technicians integrated in communication departments of private/public sector companies or nonprofit organizations.
Learning facilities - Central Library with a specific area of Strategic Communication, Advertising and Public Relations. Located on Polo I, consists of an area of 6000 m2 spread over five floors, featuring 600 seats of study, computer rooms, a room with magazines and journals, access to numerous scientific journals on paper or "online". Wireless web access throughout the building.
- LabCom – Online Communication Laboratory. With a permanent team of PhD researchers in the area of strategic communication, the LabCom is a scientific research center that has been scored with “Very Good” by FCT. There is the possibility for students participate in ongoing scientific projects.
- Resource Center for Teaching and Learning (CREA) - equipped with Radio, Television and Photography studios.
Requirements and regulations (assessment and graduation) UBI Regulations [PT]
Internal regulation of the master approved by the Course Committee

Erasmus+ Agreements

Erasmus Agreements
  • Université Catholique de Louvain • Bélgica • Duration: S
  • Sofia University St. Kliment Ohridski • Bulgária • Duration: S
  • Universität Erfurt • Alemanha • Duration: S
  • Universidad Miguel Hermandez de Elche • Espanha • Duration: S
  • Universidad Internacional de La Rioja • Espanha • Duration: S
  • Universidad de Murcia • Espanha • Duration: S
  • Universitat de Valencia • Espanha • Duration: S
  • Universidad de Valladolid • Espanha • Duration: S
  • Universidad San Jorge • Espanha • Duration: A
  • Sapienza Università di Roma • Itália • Duration: S
  • Vilnius Gediminas Technical University • Lituânia • Duration: S
  • University of Silesia in Katowice • Polónia • Duration: S
  • University of Wroclaw • Polónia • Duration: S
  • "Alexandru Ioan Cuza" University • Roménia • Duration: S
  • West University of Timisoara • Roménia • Duration: S
  • Artevelde University College Ghent • Bélgica • Duration: A • Get Agreement
  • Radom Academy of Economics • Polónia • Duration: S • Get Agreement
  • Stefan Cel Mare University of Suceava • Roménia • Duration: S • Get Agreement
  • Firat University • Turquia • Duration: S • Get Agreement
  • Adam Mickiewicz University • Polónia • Duration: S • Get Agreement
  • Università degli Studi di Torino • Itália • Duration: A • Get Agreement

Departamento de Comunicação, Filosofia e Política

Rua Marquês D'Ávila e Bolama
6201-001 Covilhã
275 242 024

Course Coordinator(s)

 [Ficheiro Local]
Course Director
Gisela Marques Pereira Gonçalves
Não tem Fotografia.
Mobility coordinator
Eduardo José Marcos Camilo


Scientific Committee
Gisela Marques Pereira Gonçalves
Arminda Maria Finisterra do Paço
Eduardo José Marcos Camilo
Herlander Alves Elias
Nuno André Amaral Jerónimo
Sónia Manuela Martins de Sá

Pedagogical Coordination Committee
Gisela Marques Pereira Gonçalves
Year Coordinators
Herlander Alves Elias (1st)
Sónia Manuela Martins de Sá (2nd)
Year Representatives
Mariana Antão Gonçalves(1st)
Maria Inês Vicente Rijo Dionísio (2nd)

Recognition Committee
Gisela Marques Pereira Gonçalves
Eduardo José Marcos Camilo
Nuno André Amaral jerónimo
Sónia Manuela Martins de Sá
Note: The information contained in these pages does not relieve consultation of official documents. Last updated on: 2020-01-11

The cookies used in this website do not collect personal information that helps to identify you. By continuing you agree to the cookie policy.