Cursos / 1º Ciclo / Faculty of Economy and Business Management :: Marketing

COMPLEMENTOS DE PUBLICIDADE E MERCADOS - 2018/2019

3º curricular year
Semestralidade: 1st semester
ECTS: 6

Teachers

Leading Teacher: Prof. Doutor Pedro Rodrigues
Assistant Professor: Prof. Doutor Pedro 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. Digital 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

Complementary Bibliography