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

COMPLEMENTOS DE PUBLICIDADE E MERCADOS - 2021/2022

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

Teachers

Leading Teacher: Prof. Doutor Paulo Cardoso
Assistant Professor: Prof. Doutor Paulo Cardoso

Class type and School hours

Orientação Tutorial : 1 Horas
Teórico-prática : 2 Horas

Teaching Language

Portuguese

Main Aims/Objectives

This curricular unit has the general objective of taking a conceptual, but also practical, approach to advertising in a digital context. It is intended to make a theoretical presentation of each of the techniques of communication and digital advertising as well as providing essential tools for its practical application.

Specific Aims/Objectives

1. Promote knowledge about the digital advertising techniques used by brands and which are complementary to traditional advertising communication (offline).
2. Develop the capacity to apply these techniques, taking an operational approach to these themes and providing tools that allow their practical use.

Skills to be acquired

1. Understand the essence and functioning of the digital advertising techniques used by brands;
2. Participate actively, at a strategic and operational level, in the application of these same techniques in the context of 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.Online advertising: applications of visual communication
1.1 Copywriting in digital communication
1.2 Applications of online graphic communication
1.3 Video language in digital communication
1.4 Applications of video in online communication
1.5 Informative and persuasive content in a digital context
2.Online advertising
2.1 Advertising on search engines
2.2 display advertising through banners
2.3 youtube advertising (management and formats)
2.4 Advertising on social networks
2.5 Apps and gmail advertising.

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

Online advertising, digital graphic communication, online video communication.

Main Bibliography

Complementary Bibliography