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Learning outcomes |
Understand and face the challenges, opportunities and responsibilities facing those responsible for marketing communications. Obtain the knowledge necessary to define and implement an integrated marketing communications strategy, capable of communicating consistently. Students are expected to develop a keen sense of judgement, to be creative, to learn to work as part of a team and to be able to solve marketing communication problems. Specifically, they are expected to identify the challenges, opportunities and responsibilities facing those responsible for marketing communication; to define an integrated marketing communication strategy capable of consistently communicating the messages of the organisation and its brands; to understand the need to coordinate the various forms of communication; and to integrate tools such as advertising, sales promotion and public relations into the communication process.
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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, G. & Belch, M. (2014). Propaganda e Promoção: uma perspectiva da comunicação integrada de marketing, 9ª Edição, McGraw-Hill, São Paulo; Belch, G. & Belch, M. (2018). Advertising and Promotion: An Integrated Marketing Communications Perspective, 11st Edition, International Edition, McGraw-Hill/Irwin, New York; Brochand, B., Dionísio, P., Rodrigues, J., De Baynast, A. (2010). Publicitor, Comunicação 360º online-offline, Dom Quixote, Lisboa; Fill, C. (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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Teaching Methodologies and Assessment Criteria |
Regarding teaching methodologies, mixed methods are used: lectures, group work and case studies that allow students to acquire the defined skills. Teaching will be theoretical and practical. The course will be assessed through 2 individual tests, 1 group work and the resolution of case studies in class. Continuous assessment (Teaching-Learning phase) requires students to obtain a minimum of 6 points in each type of assessment. In a subsequent phase, in the event of failure in the Teaching-Learning assessment phase, students are assessed through Normal Term Exams and/or Resit Exams.
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