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

PUBLICIDADE E MERCADOS - 2025/2026

2º curricular year
Semestralidade: 1st semester
ECTS: 6

Teachers

Leading Teacher: Prof. Doutora Vanda Veréb

Class type and School hours

Orientação Tutorial : 1 Horas
Teórico-prática : 2 Horas

Teaching Language

English (and Portuguese)

Main Aims/Objectives

This course unit aims to provide both a conceptual and practical approach to advertising communication as a marketing communication technique.
The intention is to offer a theoretical overview of advertising, covering several important conceptual models, and subsequently describe the process of developing an advertising campaign.

Specific Aims/Objectives

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

Skills to be acquired

Understand the essence and functioning of advertising communication as both a marketing communication technique and a business activity.
Actively participate, at both strategic and operational levels, in the development of an advertising campaign.

Teaching Procedures

The theoretical-practical classes will consist of the presentation of concepts related to Advertising, based on the course bibliography. The content will be illustrated with practical cases to encourage discussion and debate among students. The tutorial guidance sessions will involve the application of the content taught in the theoretical-practical classes through the execution of practical exercises, accompanied and supervised by the instructor.

Programme

Concept and Foundations 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

Advertising Strategy
2.1. Brand, market, and consumer analysis and diagnosis
2.2. Strategic advertising planning
2.3. The brief in the context of marketing and advertising

Creativity and Innovation in Advertising
3.1. The creative process in advertising
3.2. Creative concept: definition and function
3.3. Advertising creativity: resources and applications

Digital Advertising
4.1. Digital communication media
4.2. Digital advertising media
4.3. Facebook Ads
4.4. Google Ads

Advertising Media Planning
5.1. Characteristics of advertising media
5.2. Criteria for selecting advertising media
5.3. Scheduling, negotiation, and control

Evaluation Type

The evaluation of the course unit will be carried out continuously through the completion of a set of elements:
- Attendance and participation in class
- 2 mini-tests
- 1 group project

Teaching Resources

Two teaching resources will be used:
- Lectures by the instructor and corresponding presentations in digital format
- The bibliography recommended by the instructor

Sustainability Objectives

SDG 9: Industry, Innovation and Infrastructure
SDG 12: Responsible Consumption and Production
SDG 4: Quality Education

Keywords

Advertising communication
Advertising strategy
Advertising creativity
Advertising media planning

Main Bibliography

Complementary Bibliography