| Code |
10980
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| Year |
3
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| Semester |
S2
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| ECTS Credits |
6
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| Workload |
OT(15H)/TP(45H)
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| Scientific area |
Cultura
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Entry requirements |
None
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Mode of delivery |
Face to face
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Work placements |
This signature enables students to perform internships in advertising agencies, communication agencies and public relations departments
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Learning outcomes |
It is intended to offer the students the opportunity to acquire and understand - on a sistematic basis - the main concepts of advertising and public relations, both on a professional context as well on a scientific one.
It is intended that student be able to frame - on a historic and professional basis - the public relations and the advertising pratices within the strategical communicaction field and may know its typical estrategies and tactics as well the main protagonists involved.
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Syllabus |
1 - Context of advertising and public relations in marketing; 2 - Historical characterization of advertising and public relations; 3 - Distinctions between advertising and public relations on an operative and critical basis; 4 - Advertising business: the fundaments; 5 - PR practice: the fundaments.
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Main Bibliography |
The main three recommended readings:
1- Lendrevie, Jacques, Lindon, Denis et al- Novo Mercator. Teoria e prática do marketing, 6ª Ed.. Lisboa, Publicações Dom Quixote, 1996, Col. Gestão e Inovação, Ciências de Gestão.
2- Lendrevie, Jacques et al – Le publicitor, 3ª Ed.. Paris, Dalloz, 1987, Col Dalloz, Gestion Marketing.
3- Wilcox, Dennis L. et al - Public Relations Strategies and tactics, 3ª Ed.. New York, Harper Collins Publishers, 1992.
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Teaching Methodologies and Assessment Criteria |
1. The following elements shall be considered in the context of a continuous assessment:
a) Group work - Cultural event (50%)
b) Individual work - Report (25%)
c) Participation and commitment (25%)
2. Students who have scored at least 10 (ten) values and have at least 80% of their class attendance are considered approved in all the various evaluation elements.
3. Given that a curricular unit with practical work developed during the semester is not included in the exam.
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Language |
Portuguese. Tutorial support is available in English.
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