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

COMPLEMENTOS DE PUBLICIDADE E MERCADOS - 2023/2024

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

Teachers

Leading Teacher: Prof. Doutor Jorge Pereira Campos
Assistant Professor: Prof. Doutor Jorge Pereira Campos

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

Online Advertising: Creativity and Content Strategy
- Copywriting in Digital Communication
- Applications of Online Graphic Communication
- Video Language in Digital Communication
- Applications of Video in Online Communication
- Informative and Persuasive Content in a Digital Context

Online Advertising: Campaign Planning
- Search Engine Advertising
- Display Advertising through Banners
- YouTube Advertising (Management and Formats)
- Advertising on Social Media

The Role of Data in Advertising
- The Role of Data in Advertising
- Analysis, Metrics, and Performance Evaluation

Ethics and Responsible Advertising
- Ethical Considerations in Advertising
- Corporate Social Responsibility (CSR) in Marketing

Strategic Advertising Campaign Planning

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 (30% each)
- 1 practical Working developed in group (40%)

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, advertising copywriting, campaign planning

Main Bibliography

Complementary Bibliography