| Code |
14665
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| Year |
1
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| Semester |
S1
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| ECTS Credits |
6
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| Workload |
OT(15H)/TP(45H)
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| Scientific area |
Communication Sciences
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Entry requirements |
N.A.
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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 |
In this subject, students are offered the possibility of acquiring and understanding in a systematic and critical way the basic concepts related to the field of advertising and public relations, both in a scientific and professional context.
It is intended that students are able to contextualize historically and professionally public relations and advertising in the universe of strategic communication and know their main stakeholders, strategies and techniques of action.
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Syllabus |
I. Fundamentals
1. Historical context
2. Marketing, advertising and public relations - conceptual boundaries
3. The strategic communication market
II. Public relations management
1. identity, image and reputation
2. Main fields of action: internal communication, product, crisis and media.
3. The public relations process: research, planning, implementation and evaluation.
III. The advertising triangle
1. Advertisers and advertising strategies
2. Advertising and creativity agencies
3. Advertising and target audiences
IV. Digital communication strategies
1. The era of digital transformation
2. The Social Networks and their particularities
3. The spread of information
V. Press Relations
1. Journalism x Press Office
2. Relationship with Journalists
3. Press-Release
VI. Presentation and Discussion of case studies
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Main Bibliography |
Gonçalves, G. (2010). Introdução à teoria das relações públicas. Porto: Porto Editora.
Jenkins, H.; Ford, S.; Green, J. (2014). Cultura da conexão: criando valor e significado por meio da mídia propagável. São Paulo: Aleph
Kotler, P (2017). Marketing 4.0 – do tradicional ao digital. Rio de Janeiro, Brasil: GMT Editores
Lendrevie, J., & Lindon, D. (1996). Novo Mercator. Teoria e prática do marketing (6th ed.). Lisboa: Publicações Dom Quixote.
Lendrevie, J. (2010). Publicitor: comunicação 360 online off-line. (10ª ed.). Lisboa: Publicações D. Quixote.
Ribeiro, V. (2015). Assessoria de Imprensa: Fundamentos teóricos e práticos – O relacionamento com os jornalistas, a produção de conteúdos e os eventos como motor de produção noticiosa. Novas Edições Académicas.
Rogers, D (2017). Transformação Digital – Repensando o seu negócio na era digital. São Paulo, Brasil: Autêntica Business.
Spínola, S.; Brandão, N.; Portugal, M. N. (coord.). Relações públicas e comunicação organizacional: desafios
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Teaching Methodologies and Assessment Criteria |
Given the theoretical and practical specificity of this course, the evaluation criteria are the following:
1.Written test 40%
2. Group work. 40%
3. Continuous evaluation - reading sheets + practical exercises + lecture reports. 20%.
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Language |
Portuguese. Tutorial support is available in English.
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