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Presentation
Presentation
Based on theoretical and practical assumptions, in a convergent hybrid dynamics, the curricular unit will be the space for learning, analysis, debate, rehearsal and experimentation of students with everyday advertising, enabling them, through teaching, consolidation and applicability of the necessary knowledge, for the creation of campaigns and the processes that precede and follow them.
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Class from course
Class from course
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Degree | Semesters | ECTS
Degree | Semesters | ECTS
Bachelor | Semestral | 5
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Year | Nature | Language
Year | Nature | Language
2 | Mandatory | Português
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Code
Code
ULHT24-23371
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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
1. Advertising: a broad vision / a holistic reflection – evolution, framework, premises, foundations and approaches;
2. The advertising agency and the briefing;
3. Creativity and the creative process;
4. Creative strategy and advertising effectiveness;
5. Consumer insight and the brand;
6. Strategic planning of campaigns and advertising narrative.
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Objectives
Objectives
With a conceptual and empirical component, the classes focus on interaction between all participants, allowing students to learn, explore and exercise creativity, which is an essential characteristic for the development of innovative, strategic, assertive and effective communication.
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Teaching methodologies and assessment
Teaching methodologies and assessment
Viewing and discussion of advertisement.
Carrying out creative exercises.
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References
References
AAKER, D. (1996). Building strong brands. New York: The Free Press.
BONO, E. (2015). Lateral thinking: creativity step by step. New York: Harper Colophon.CLEESE, J. (2020). Creativity: a short and cheerful guide. Londres: Penguin Random House.
JOANNIS, H. (1998). O processo de criação publicitária: estratégia, concepção e realização de mensagens publicitárias. Mem Martins: Edições Cetop.
KOTLER, P.; KARTAJAYA, H. & SETIAWAN, I. (2017). Marketing 4.0.: mudança do tradicional para o digital. Coimbra: Actual.
LINDSTROM, M. (2014). Buyology: a ciência do neuromarketing. Gestão Plus Edições.
RASQUILHA, L. (2009). Publicidade: Fundamentos. Estratégias. Processos Criativos. Lisboa: Gestão Plus.
SANTOS, C. (2022). A criatividade no ensino superior: um estudo exploratório sobre as licenciaturas em publicidade. Comunicação Pública, 17 (32).SANTOS, C. (2021). A pandemia e a publicidade: pistas para futuras reflexões. Comunicação Pública, 16 (30).
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Office Hours
Office Hours
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Mobility
Mobility
No