Class Resource Planning

The Media Planning units aims to provide students with knowledge in the of advertising media management, within the domain of Advertising enabling Communication Sciences students to understand the relevance of media selection by integrating knowledge about audiences, target group behaviours, and the characteristics of both traditional and digital media, in line with communication objectives.

Not applicable

Framing Media Planning Audiences - the data to support the decision The Planning Process The Role of each Media in the Advertising Communication Process The Commercialization Methods of Each Media Practical Planning Exercise Work to be developed from a real briefing and explored in 4 mentoring sessions with an external guest  

The methodology adopted favours the integration of a theoretical approach with a more practical one, seeking to present and develop the syllabus contents through exploratory sessions (using artificial intelligence) on some of the syllabus topics - preceding the debate or lecture-based sessions. The assessment process is continuous, with student participation being valued. The assessment process will include: several individual assessment tests aligned with the pace of the syllabus (50%), a final project - supported by mentoring (40%), and analysis-commentary challenges and class participation (10%). Note: the use of a new methodology may require a reassessment of the weightings of each evaluation moment. Final Assessment: students who do not succeed in continuous assessment may take exams during the assessment periods defined by the institution.

Surmanek, Jim - Introduction to Advertisig Media - Research Planning and Buying. 1st Edition. Illinois (USA): NTC Business Books, 1993. sem ISBN Dempster & Lee, Craig & John - The Rise of the Platform Marketer. 1st Edition. USA and Canada: John Wiley & Sons, Inc, 2015. 978-1-119-05972-1 Young, Antony - Brand Media Strategy - Integrated Communication Planning in The Digital Era, 1st Edition. New York: Palgrave Macmillan, 2010. 978-01-230-10474-7 Rodrigues, Carla - Marketing de Influência - Além dos Likes e dos Seguidores. 1ª Edição. Lisboa: Pactor - Lidel Edições Técnicas, Lda, 2026. 978-989-693-223-7 What we know about programmatic advertising | WARC. (n.d.). https://www.warc.com/content/article/bestprac/what-we-know-about-programmatic-advertising/107975