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

PLANIFICAÇÃO ESTRATÉGICA DOS MEDIA - 2016/2017

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

Teachers

Leading Teacher: Prof. Doutor Jorge Lopes

Class type and School hours

Orientação Tutorial : 1 Horas
Teórico-prática : 2 Horas

Teaching Language

Portuguese

Main Aims/Objectives

The main goal of this curricular unit is to study the global process that leads to the creation of a media strategic planning.

Specific Aims/Objectives

1 – Characterize the different media types;
2 – Identify the structure of the Communication Plan;
3 – Understand how the agencies work;
4 – Define the correct media selection;
5 – Evaluate and control the effects and effectiveness of a campaign.

Skills to be acquired

1 – Media analysis;
2 – Identification of new media;
3 – Define media goals;
4 – Choose the right channels;
5 – Develop media strategies and tactics;
6 – Elaborate a media plan;
7 – Evaluate and control the results.

Teaching Procedures

This curricular unit is mainly focused on the practical component, without forgetting the theoretical element, a crucial factor within the context of a media planning process. The methodology will be based in the study and discussion of practical examples, both national and international, in the field work, the internet access and the Moodle platform.

Programme

1. The Media
1.1 The concept of Media
1.2 Different media profiles;
1.3 Development and management of the advertising programs
1.4 Internet and Social Media
1.5 The 5 ‘M’ of advertising
1.6 The advertising budget

2. Marketing Communications
2.1 The Marketing communications mix
2.2 Communication platforms
2.3 Macro and micro models in the communication process
2.4 Communication channels distribution
2.5 The final budget in marketing communications

3. The Agencies – selection and relationship management
3.1 Selection criteria
3.2 The business relation between agencies and clients

4. Media Strategic Planning
4.1 The phases in advertising creation
4.2 The Briefing
4.3 The definition of goals
4.4 Strategic planning
4.4.1 Copy Strategy and creative planning
4.4.2 Media selection
4.4.3 The patterns of media timing & allocation
4.4.4 Choosing the right solutions

5. Evaluation and control of media effectiveness
5.1 The effects of communication: the pre – test
5.2 The effectiveness measure in communication: the post - test
5.3 Global measurement of the campaigns’ impact

Evaluation Type

- Participation/contributions in the classes: 10%
- 2 Tests: 25% + 35%
- 1 Group Project: 30%

Teaching Resources

- Teacher’s presentations;
- Practical cases;
- Bibliography;
- Board, Multimedia Projection and laptop;
- Moodle.

Sustainability Objectives

Keywords

Media
Communication
Strategic Planning
Evaluation

Main Bibliography

Complementary Bibliography