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Presentation
Presentation
The Media Planning UC aims to provide students with knowledge in the area of media management, development of media plans and their effectiveness assessment
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Class from course
Class from course
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Degree | Semesters | ECTS
Degree | Semesters | ECTS
Bachelor | Semestral | 4
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Year | Nature | Language
Year | Nature | Language
2 | Mandatory | Português
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Code
Code
ULHT168-7049
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Prerequisites and corequisites
Prerequisites and corequisites
Not applicable
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Professional Internship
Professional Internship
Não
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Syllabus
Syllabus
Media Planning Concepts Characteristics of the media as advertising media: TV Press Radio Internet Movie theater Outdoor Advertising research applied to media planning Planning and implementing a media strateg
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Objectives
Objectives
t is intended that students be able to analyze, understand, distinguish and interconnect the various agents and stages of the marketing communication processes and media planning, so as to apply them in a media proposal. - Know the different agents involved in the marketing communication process; - Define and clarify the different advertising media; - Understand the steps inherent in the media planning process; - Understand the contexts in which media planning operates; - Conduct a media plan; - Assess the effectiveness of a campaign
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Teaching methodologies
Teaching methodologies
The methodologies to be adopted favor the articulation between a theoretical approach and a more practical approach, seeking to present and develop the syllabus through the use of theoretical expository teaching sessions; Theoretical practical sessions of analysis and discussion of program themes. Students will use a computer tool (Yumi64), rented from Marktes to prepare media plans with real data. Assessment: Test 50% Final project and presentation 50%
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References
References
Media And Adveritising 2025, Marktest Baron, L., Sissor, Y., (2010), Advertising Media Planning (7ºed). NTC Business Book. Illinois. Caetano, J., Estrela, R., (2004), Introdução à Publicidade, Porto, Edicções Ipam, Cooper, A. (ed.) (1991), How to plan Advertising. Cassel. Wiltshire (GB). 1997. Cowley, D., (1991), Como Planificar a Publicidade, Edições CETOP. Lisboa. Eguizábal Maza, R., Antonio Caro (eds), (1996), Medición, Investigación e Información de la Publicidad. Edipo. Madrid. Katz,H., 2022, The Media HandbookA Complete Guide to Advertising Media Selection, Planning, Research, and Buying, 8ºed, Routledge Kelley, L., Jugehneirmer, D. (2008), Advertising Media Planning: A Brand Management Approach, NY, M.E. Sharp López, E., Lobo,(1997) M., Manual de planificación de medios. ESIC Editorial. Madrid. Pérez-Lantre, F.,(2000), Planificación y gestión de medios publicitários, Editorial Ariel, Barcelona.
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Assessment
Assessment
Descrição dos instrumentos de avaliação (individuais e de grupo) ¿ testes, trabalhos práticos, relatórios, projetos... respetivas datas de entrega/apresentação... e ponderação na nota final.
Exemplo:
Descrição
Data limite
Ponderação
Teste de avaliação
dd-mm-yyyy
50%
Plano de meios
dd-mm-yyyy
50%
(...)
Adicionalmente poderão ser incluídas informações gerais, como por exemplo, referência ao tipo de acompanhamento a prestar ao estudante na realização dos trabalhos; referências bibliográficas e websites úteis; indicações para a redação de trabalho escrito...
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Mobility
Mobility
No
