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Presentation
Presentation
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
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Class from course
Class from course
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Degree | Semesters | ECTS
Degree | Semesters | ECTS
Master Degree | Semestral | 6
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Year | Nature | Language
Year | Nature | Language
1 | Mandatory | Português
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Code
Code
ULHT6354-23343
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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
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
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Objectives
Objectives
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.
Students should be able to develop and implement a range of activities within commercial communication on a wide variety of platforms, testing their ability to integrate paid media into a global communication plan
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Teaching methodologies and assessment
Teaching methodologies and assessment
Use of software linked to real databases that allow students to plan with real financial and audience data
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References
References
Anuário ¿Media e Publicidade 2021¿, (2022), 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.
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Office Hours
Office Hours
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Mobility
Mobility
Yes
