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Communication Strategies

Communication Strategies

Code	16640
Year	3
Semester	S2
ECTS Credits	6
Workload	OT(15H)/TP(45H)
Scientific area	Communication Sciences
Entry requirements	N.A.
Learning outcomes	1 - Know and apply the principles of persuasive communication 2 - Identify concepts and appropriate means to promote films 3 - Plan and evaluate communication strategies for cinema
Syllabus	1. Strategic communication - fundamentals and practices 2. Film marketing - publicity and public relations 3. Media relations: theoretical foundations 3.1 Information management tools 4. The communication management process 4.1 Planning and evaluating communication strategies 5. Communication planning and film promotion 5.1 Case studies
Main Bibliography	BROCHAND, B. et al. (1999). Publicitor. Dom Quixote CAETANO, J. e RASQUILHA, L. (2004). Gestão da comunicação. Quimera Editores GUNTER, B. (Ed.) (2018). Predicting movie success at the Box office. Palgrave. HARDY, J. (2010), Cross-Media Promotion, Peter Lang Publishing Inc. KUNSCH, M. (2002). Planejamento de relações públicas na comunicação integrada. Summus Editorial. LUBBERS, C. A. & Adams, W. J. (2001) Promotional Strategies Utilized by the Film Industry, Journal of Promotion Management, 6:1-2, 161-180. SOUSA, J. Pedro (2003). Planeamento da Comunicação – na perspectiva das na perspectiva das relações publicas. Disponível na BOCC SRIVASTAVA, R. K. (2016) Promoting Brands through Product Placement in Successful and Unsuccessful Films in Emerging Markets, Journal of Promotion Management, 22:3, 281-300.
Teaching Methodologies and Assessment Criteria	Classes are held on a theoretical-practical basis. At the end of each lesson, the student is given a task which may consist of solving practical cases or discussing a communication strategy based on real cases. It is given the theoretical and practical basis for a group assignment. Assignment 1 - Marketing and communication strategies (group task) Assignemnt 2 - Press Kit for the film (individual task) Assignment 3 - Film circulation plan (individual task) The 3 assignments have the same weight in the final assessment of the course
Language	Portuguese. Tutorial support is available in English.