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

PLANIFICAÇÃO ESTRATÉGICA DOS MEDIA - 2023/2024

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

Teachers

Leading Teacher: Prof. Doutor Pedro Rodrigues
Assistant Professor: Prof. Doutor Pedro Rodrigues

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 a conceptual and practical approach to media planning in the context of marketing.

Specific Aims/Objectives

1. Understand how the advertising market and the respective means of dissemination are organized;
2. Knowing how to frame the strategic planning of the media, in the context of advertising/institutional communication
3. Understand the structure of a media plan and its relationship with the brand´s marketing and communication strategy.
4. Understand the characteristics of each of the media and supports, online and offline, as well as their importance in a media plan.

Skills to be acquired

1. Define a media strategy with its different components
2. Select the appropriate means and supports for the brand, its context and its audiences
3. Preparation of a strategic media plan;
3. Analyze the results of the implemented communication actions.

Teaching Procedures

Theoretical-practical classes will consist of exposing business communication concepts based on the bibliography. The tutorial sessions will practical application of the contents taught in the theoretical-practical classes through practical exercises.

Programme

1. The advertising market
1.1 Current media: from offline to online
1.2 Organization of the advertising market and main market operators
1.3 Advertiser/agencies/media relationship
2. The strategic planning of means
2.1 Communication objectives
2.2 Audiences to reach
2.3 Tactical resource planning
2.4 Advertising budget
3. Traditional media of advertising dissemination
3.1 Television
3.2 Radio
3.3 Print media
4. Marketing media communication and techniques
4.1 Direct marketing
4.2 Point of sale and promotions
4.3 Alternative media channels
5. Digital communication channels
5.1 Online advertising
5.2 Email marketing
5.3 Social networks
6. Evaluation of communication strategies

Evaluation Type

The discipline will be evaluated with a set of elements:
- 2 tests;
- 1 workgroup w/ presentation

Teaching Resources

Several didactic resources will be used:
- Case study
- Bibliography
- Exercises
- PowerPoint presentations

Sustainability Objectives

Keywords

Media Planning
Communication strategy
Online advertising

Main Bibliography

Complementary Bibliography