Cursos / 1º Ciclo / / Faculty of Economy and Business Management :: Marketing
COMPLEMENTOS DE PUBLICIDADE E MERCADOS - 2016/2017
3º curricular year
Semestralidade: 1st semester
ECTS: 6
Teachers
Leading Teacher: Prof. Doutora Paula Rodrigues
Assistant Professor: Prof. Doutora Paula Rodrigues
Class type and School hours
Orientação Tutorial : 1 Horas
Teórico-prática : 2 Horas
Teaching Language
Portuguese
Main Aims/Objectives
This course aims to make a conceptual, but also practical, approach to the various techniques of marketing communications that are complementary to advertising. The course intends to make a theoretical presentation of each of the techniques as well as providing essential tools for practical application.
Specific Aims/Objectives
1. To promote the knowledge about the marketing communications techniques used by brands.
2. To develop the ability to apply these techniques, by making an operational approach of these issues.
Skills to be acquired
. To understand the essence and functioning of marketing communication techniques used by brands;
2. To participate actively, at the strategic and operational level, in the application of these same techniques in the context of the brand communication.
Teaching Procedures
The classes will consist of theoretical and practical exposure of concepts related to marketing communications based in the bibliography of the course. The tutorial sessions will consist of tutorial guidance in the application of content taught in theoretical classes through practical exercises and respective monitoring by the teacher.
Programme
1. Integrated marketing communications
2. Communication and distribution channels
3. Communication through the sales force
4. Direct Marketing
5. Online communication
6. Communication and content
Evaluation Type
The evaluation will be made on a continuous basis by performing a set of elements:
- Attendance and participation in class;
- 2 written exams
- 1 practical Working developed in group
Teaching Resources
Two teaching resources will be used:
- The presentations done and delivered by the teacher
- The bibliography recommended by the teacher.
Sustainability Objectives
Keywords
Advertising
Marketing Communications
Brand activation
Public Relations
Promotions
Main Bibliography
Author | Egan, John |
---|---|
Title | Marketing Communications |
Edition | 2nd Edition |
Place | London |
Editor | Sage |
Year | 2015 |
Author | Lendrevie, Jacques; Baynast, Arnaud; Dionísio, Pe |
Title | Publicitor – comunicação 360º online/offline. |
Place | Lisboa |
Editor | Dom Quixote. |
Year | 2010 |
Author | Clow, K. and Baack, D. |
Title | Integrated Advertising, Promotion, and Marketing |
Edition | 7thEdition |
Place | New York |
Editor | Prentice Hall |
Year | 2015 |
Complementary Bibliography
Author | Fill, Chris |
---|---|
Title | Marketing communications – interactivity, communit |