| Code |
17495
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| Year |
1
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| Semester |
S1
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| ECTS Credits |
6
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| Workload |
PL(30H)/TP(15H)
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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 |
1) Acquire and systematically understand the fundamental concepts of advertising and public relations within a scientific and professional framework.
2) Contextualise advertising and public relations within the universe of strategic communication, both historically and professionally.
3) Learn about the main players, strategies and techniques in advertising and public relations.
4) Develop skills in brand building, positioning and management by gaining an understanding of branding, rebranding and visual identity concepts.
5) Apply narrative resources (storytelling, archetypes and content marketing) to the creation of integrated communication strategies.
6) Understand and analyse digital communication strategies, with an emphasis on transmedia and convergence culture.
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Syllabus |
I. Fundamentals
1. Historical context
2. Marketing, advertising, public relations and journalism: conceptual boundaries
3. The strategic communication market
II. Brand Management
1. Branding and brand positioning
2. Narrative strategies and storytelling
3. Communication archetypes
4. Content marketing
III. Communication and public relations management
1. Identity, image and reputation
2. Main fields of action: internal communication, products, crises and the media.
3. The public relations process: research, planning, implementation and evaluation.
IV. Press relations
1. Journalism vs. press relations
2. The fundamentals and techniques of press relations
3. How to write a press release
V. Digital communication
1. Communication in the Network Society
2. Communication strategies for the digital environment
3. Transmedia and Convergence Culture
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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 50%
2. Group work. 40%
3. Continuous evaluation - reading sheets + practical exercises + lecture reports. 10%.
Extra point: “Creative Capsule Project”. Assignment of 0.5% (equivalent to 1/20) added to the final average.
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Language |
Portuguese. Tutorial support is available in English.
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