Advertising and Marketing Workshop

Presentation

Marketing is the activity, set of institutions and processes for creating, communicating, delivering, and exchanging offers that have value for customers, clients, partners and society in general. Social marketing focuses on influencing behaviour; to use a systematic planning process that applies marketing principles and techniques; focus on priority target audience segments and provide positive benefits for individuals and society at large. What is Integrated Marketing Communication ? The Positioning; The Campaign's Communication Objectives; Audiences in the Network Society; The creative briefing and the creative idea; Adequacy of the creative strategy to the Target Audience, the budget and the market conditions and the environment - Content and structure of the message; Type of appeals; Communication through image and the creation and production of an advertising film.

Part of this Programme

Videogames

Level of Qualification|Semesters|ECTS

| Semestral | 4

Year | Type of course unit | Language

3 |Mandatory |Português

Code

ULHT1075-7291

Recommended complementary curricular units

Operações de Câmara e Vídeo I; Edição e Pós-Produção para Cinema, Vídeo e Multimédia; Linguagem e Narrativa em Cinema e Vídeo; Metodologia de Análise de Imagem; Atelier de Guionismo; Direção de Atores.

Prerequisites and co-requisites

n/a

Professional Internship

Não

Syllabus

Module I- Creative Strategy in Social Marketing: At the end of module 1 ¿The creative idea must be presented in sufficient detail, in order to allow the execution of an ad (film) in social marketing and intended to be distributed online.
What is Marketing? Integrated marketing communication. Social Marketing

The Campaign's Communication Objectives. The creative briefing and the debrifing.

From the communication objective to the creative idea.

The campaign: strategy and elements.

Module II - The execution of the creative idea
The cinematographic advertising discourse - points of attention and perception. The approach of different types of advertising spots through images. The script from the creative idea presented. Advertising video in the age of the internet and social networks.

Objectives

Provide students with the ability to exercise functions in the area of multimedia marketing communication, with particular emphasis on content production, taking into account the core competencies of the Degree in the training of staff in the areas of audiovisual and multimedia.

To know the Marketing function, Social Marketing and Integrated Marketing Communication. To Know how to read a briefing and analyse ¿competitors¿ in terms of communication.

To develop creative skills oriented to the areas of advertising and audiovisual and multimedia communication.

To learn project methodologies that allow effective group work to achieve the campaign's objectives and deadlines.

To be able to create and distribute media as part of an integrated marketing communication campaign, taking into account the Product / theme, the audiences and the communication objectives.

Teaching methodologies and assessment

The discipline has a theoretical and practical component. The expository method is mainly used in the introduction of concepts, but active methods are essentially used in which students have the opportunity to build their own knowledge: in the data research phase prior to the creative process, and in the creation and realization of works: ads (social and commercial marketing) for a real customer. The demonstrative method is also used in the analysis of communication strategies and campaigns. Projects are evaluated in several phases, with feedback from teachers and peers. During the semester, students can answer questions in person or by email/chat via their request.

Evaluation

- Report I: 50% of the final grade

- Report II: 50% of the final grade

References

Apontamentos da disciplina fornecidos pelos Docentes ao longo do semestre.

R., Lee N., Kotler, P. (2015). Social Marketing: Changing Behaviors for Good. SAGE Publications.

Percy, Larry (2014), Strategic Integrated Marketing Communications, Elsevier Inc., 2nd edition, ISBN-13: 978-0415822091

Office Hours