| Code |
14379
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| Year |
2
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| Semester |
S2
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| ECTS Credits |
6
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| Workload |
TP(60H)
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| Scientific area |
Communication Sciences
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Entry requirements |
n.a.
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Learning outcomes |
A) In the course unit Multimedia Communication, students are expected to understand the theoretical foundations of communication within the context of contemporary media, and to be able to analyse and develop communication strategies appropriate for the promotion and management of brands, products, services, and organisations in digital and media environments.
B) Students should be able to understand and apply the principles of strategic communication according to different audiences, contexts, and media, mobilising concepts from visual communication, brand storytelling, and content adaptation across various platforms and formats.
C) Students should also be able to design brand identity and communication proposals, integrating visual, narrative, and media dimensions, as well as to plan content and communication strategies consistent with digital and multimedia ecosystems.
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Syllabus |
I – Communication, Branding and Media
Definitions of communication in the context of contemporary media
Marketing, communication and media: conceptual boundaries
Branding and rebranding in multimedia environments
Rebranding in digital contexts: critical analysis of case studies
Semiotics: signs, languages and meaning in brand communication
Audiences, personas and segmentation in digital environments
II – Narrative, Culture and Meaning Construction
Narrative, storytelling and brand construction in media
Brand archetypes and identity construction in the digital environment
Colour and meaning construction in brand communication
Multiplatform narratives: transmedia, crossmedia and cultural convergence
Creative content, digital strategies and brand integration in media
III – Multimedia Communication and Content Production
Media, multimedia and communication in digital environments
Multimedia brand communication ecosystems
Content production and adaptation to different platforms
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Main Bibliography |
Aaker, D. A. (2012). Building strong brands. Simon & Schuster.
Campbell, J. (2004/1949). The hero with a thousand faces (Commemorative ed.). Princeton University Press
Farina, M. (2006). Psicodinâmica das cores em comunicação. Edgar Blücher.
Hiller, A. (2014). Branding: A arte de construir marcas. Brasport.
Jenkins, H. (2006). Convergence culture: Where old and new media collide. New York University Press.
Jenkins, H., Ford, S., & Green, J. (2014). Cultura da conexão. Aleph.
Joly, M. (1996). Introdução à análise da imagem. Papirus.
Kotler, P. (2017). Marketing 4.0: Do tradicional ao digital. GMT Editores.
Miller, D. (2017). Building a storybrand: Clarify your message so customers will listen. HarperCollins Leadership.
Rogers, D. (2017). Transformação digital. Autêntica Business.
Ruão, T. (2017). Marcas e identidades: Guia da concepção e gestão das marcas comerciais. Livros Horizonte.
Xavier, A. (2007). Storytelling: Histórias que deixam marcas. Elsevier.
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Teaching Methodologies and Assessment Criteria |
Teaching Methodologies:
Lectures and interactive classes
Masterclasses with invited professionals
Analysis and discussion of case studies
Group work
Tutorial supervision
Assessment Criteria:
Assessment in this course is continuous and individual, comprising the following components:
A. Participation and attendance – 10% (2/20 points)
The score is awarded proportionally according to class attendance and participation in activities developed throughout the semester.
B. First Rebranding presentation – 10% (2/20 points)
C. Final Rebranding project presentation – 20% (4/20 points)
D. Final Rebranding project report – 20% (4 /20 points)
E. Final written exam – 40% (8/20 points)
The dates of continuous assessment components will be defined and communicated to students during the first weeks of classes.
The minimum attendance required to take the final written exam and the regular exam period is 50%.
The minimum grade required to access the exam is 7 out of 20 points.
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Language |
Portuguese. Tutorial support is available in English.
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