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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 |
Concerning teaching methodologies, mixed methods will be used: expositive, group works and case studies that allow students to acquire the defined competences. The lectures will be theoretical and practical. The course will be assessed through an individual test and group work. Continuous assessment (Teaching-Learning phase) requires students to have a minimum of 6 marks in each type of assessment. In the event of disapproval in the Teaching-Learning assessment phase, students will be tested by taking regular and/or appeal exams.
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