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

PUBLICIDADE E MERCADOS - 2021/2022

2º curricular year
Semestralidade: 2nd semester
ECTS: 6

Teachers

Leading Teacher: Prof. Doutor Joel Vaz
Assistant Professor: Prof. Doutor Joel Vaz

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 of advertising as a technique of marketing communications. The course intends to make a theoretical presentation of advertising, covering some important conceptual models, and then to describe the process of developing an advertising campaign.

Specific Aims/Objectives

1. To promote the knowledge about advertising as a marketing communication technique and as business activity.
2. To develop the ability to participate actively, in the context of a working team, on the development of an advertising campaign.

Skills to be acquired

1. To understand the essence and function of advertising communication, while marketing technique and as business activity.
2. To actively participate, at the strategic and operational level, in the development of an advertising campaign.

Teaching Procedures

The classes will consist of theoretical and practical exposure of concepts related to advertising based in the bibliography of the course. This content will be illustrated with case studies encouraging discussion and debate by the students.
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. Concepts and fundamentals of advertising
1.1. The concept of advertising
1.2 Explanatory models of advertising communication
1.3 Rational and emotional components of advertising
1.4 The impact of advertising on consumers
2. Advertising strategy
2.1 Analysis and diagnosis of the brand, the market and the consumer
2.2 Strategic planning in advertising
2.3 The advertising brief in the context of marketing and advertising
3. Creativity and innovation in advertising
3.1 Creative process in advertising
3.2 Creative concept, definition and function
3.3 Creativity in advertising, resources and applications
4. Media planning and advertising diffusion
4.1 Characteristics of the advertising media
4.2 Criteria for selection of advertising media
4.3 Timing, negotiation and control

Evaluation Type

The evaluation will be made on a continuous basis by performing a set of elements:
- Attendance and participation in class;
- 2 written tests
- 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 communication
Advertising strategy
Advertising creativity
Advertising media planning

Main Bibliography

Complementary Bibliography