Class Communication Planning

It is intended that students acquire awareness of the fundamentals, the functioning and the specificity of the company's commercial communication. It is intended that students master the process of creating and planning the communication of organizations and know how to use, at each moment, the various communication tools in an integrated and coherent way in a previously defined strategy

Not applicable

The Communication mix Definition and Types of Communication Strategies From advertising strategy to creative strategy Advertising Media planning Design and implementation of a multimedia communication campaign Campaign Evaluation Criteria  

Use of software linked to real databases that allow students to plan with real financial and audience data

Anuário ¿Media e Publicidade 2023¿, (2024), Lisboa, Marktest Artigos a fornecer pelo docente Le Brochand, Bernard; Dionisio, Pedro; Rodrigues, Joaquim Vicente; Arnaud, Baynast (2010) Publicitor ¿ Comunicação 360º online ¿ offline, Lisboa: Publicações Dom Quixote, Z. W. Y., Chan, T. K. H., Chong, A. Y.-L., & Thadani, D. R. (2019). Customer engagement through omnichannel retailing: The effects of channel integration quality. Industrial Marketing Management, 77, 90¿101. Reis, Carlos Francisco de Sousa (2007) O Valor (Des)educativo da Publicidade. Coimbra: Imprensa da Universidade de Coimbra ¿ Volli, Hugo (2016), Semiótica da Publicidade - A Criação do Texto Publicitário, Lisboa: Edições 70.