The 1st cycle course in Applied Communication, Marketing, Advertising and Public Relations is integrated in the School of Communication, Arts and Information Technologies (ECATI) of ULHT and has as goal to form specialists able to present and analyze information in order to support decision making, the promotion and the development of activities in marketing and communication in the context of communication management, whether in public or provate organizations. The course involves a group of themes of elementar training taht allow the future professionals to act with scientific rigor, technological current knowledge and capacity to manage strategically and in operations in domaiins that include the analisis, conception, production and implementation of programmes in marketing, advertising and public relations. The Certification of 1st Study Cycle in Applied Communications: Marketing, Advertisiong and Public Relations aims to provide competencies and elementar preparation in entrepreneurial studies within marketing theory, particularly in advertising and public relations, allowing the professional to success in his/hers tasks.
Reasons to apply
- Employability and variety of professional possibilities
- Variety of the study areas
- Quality of teachers and curricular units
- Good schedules
- Possibility to practice the acquired knowledge and skills
- Insternship protocols
Ministerial Order 14748/2008, of 27 May, amended by Ministerial Order 7889/2020, of 12 August
Accredited - A3ES Decision
Confered Degree | Duration | ECTS
Bachelor | 6 Semesters | 180 ECTS
This study cycle accepts candidates who submit their application via the institutional entrance competition and have obtained a positive score in one of the following national entrance exams:
17 Mathematics Applied to Social Sciences
Candidates may also apply via the regimes of institution/programme transfer or via Special Application, in accordance with the legal regulations in force (holders of higher education degree, holders of a Technological Specialization Course, holders of Professional Higher Technician Course or Over 23 years of Age).
Candidates who meet the requirements defined in the International Student Statute can also apply.
Have completed a total of 180 ECTS
The licentiate degree in Applied Communications: Marketing, Advertising and Public Relations is organically integrated in the School of Communication, Arts and Information Technology (SCAIT) (¿Escola de Comunicação, Artes e Tecnologias da Informação¿ ¿ ¿ECATI¿) Lusophone University of Humanities and Technology (¿Universidade Lusófona de Humanidades e Tecnologias¿) and its main goal is to train specialists that are able to present and analyze information, specifically in order to support decision making, the promotion and development of marketing and communication activities, on a conceptual and abstract level, in the context of the management of communication activities, in both public or private organizations. The licentiate degree involves a set of essential basic and specialized training materials established by the Department in which it operates and which allow the future professional to work using scientific rigour, modern day technological know-how and the endows them with operational and strategic management abilities in fields that include the analysis, conception, production and implementation of marketing, advertising and public relations programmes.
Knowledge, abilities and skills to be acquired
The licentiate degree in Applied Communications: Marketing, Advertising and Public Relations aims to train professionals capable of developing skills and a basic knowledge in the field of business studies, particularly in the areas of the theory and practice of marketing management, with an additional focus on the areas of Advertising and Public Relations which will enable the graduate students to successfully carry out the professional activities corresponding to those areas within the organizations, as well as continue their academic path, providing in particular the technical and scientific knowledge needed to further studies in the Diploma of the second cycle. Thus, licentiate degree in Applied Communications: Marketing, Advertising and Public Relations aims to complement the skills that enable all graduates to continue their education in the second cycle in similar or related scientific areas.
The basic skills are:
Understand and carry out the function of marketing in the context of business strategy; design and implement a marketing strategy for a portfolio of products / services;
Justify the strategy of a marketing plan; Design and implement, as well as manage policies related to product, price, distribution and communication that are capable of contributing to the attainment of the established marketing objectives Understand the marketing problems of clients;
Realistically interpret the briefings presented by them; translate marketing briefings into creative briefings related to the media and strategic planning; steer and motivate a multidisciplinary team formed to devise communication solutions aimed at responding to marketing briefing provided by the client; develop a proposal to provide communication services that integrate each and every communication variable, including the budgetary component; control the work developed by the team that is responsible for the ongoing communication project in order to meet the required and practical deadlines and budgetary limits bearing in mind the specific characteristics of the project; adopt an attitude and develop initiatives that promote the interpersonal relationships established with the agency¿s clients, in order to establish and maintain sustainable institutional relationships; Analyze the communicational context of brands; look for information that is relevant to the development of a communication strategy and analyze it;
support the communication strategy proposed by the agency to the client; steer and monitor the development process of the market studies in partnership with companies that have the necessary technical know-how; Develop communication strategies that will contribute to the attainment of the strategic objectives of the organization.
Equipments and venues
12 informatic labs
1 canteen e 3 bars
2 computation centers for students
Fixed Video projector 30
Portable Video projector (by request) 18
Portable PC/Netbook (by request) 20
Overhead projector (by request) 4
Audio System 5
PC Desktop HP7100 -Pentium IV 3GHz -RAM 512 Mb -HD 40Gb 54
PC Desktop HP7600 -Pentium D 2.8GHz -RAM 1 Gb -HD 40Gb 30
PC Desktop HP5800 -Core duo 3.0GHz -RAM 2 Gb -HD 250Gb 72
PC Desktop Dx2420 -Dual Core 2.6GHz -RAM 2 Gb -HD 320Gb 16
Software -SPSS 18 1
Softwre of management simulator -Marketplace Live 1
Software -Pacote Adobe CS5 1
The licentiate degree in Applied Communications: Marketing, Advertising and Public Relations will permit students to apply for the Masters in Communication Sciences, Marketing, Advertising and Public Relations. UHLT and, in particular, SCAIT (¿ECATI¿) present the graduate student in Applied Communications: Marketing, Advertising and Public Relations various Masters degrees in which they can further their studies. We highlight the following:
Communication Sciences, Marketing and Advertising, Multimedia Communication Systems, Communication in Organizations, Production and Creation in Technological Arts
Marketing Manager; Product Manager; Product line manager; Brand manager; Client Manager; Marketing Consultant; Account supervisor for advertising, design and communication agencies; Research Assistant and strategic planning in advertising, design and communication agencies; Communication and image assistant in public and private organizations; Communication and image technician in public and private organizations; Communication and image consultant, Head of the internal communication in public and private organizations; Communications assistant in the department of human resources; Press Officer; Lecturer and researcher in communication sciences; Lecturer and researcher in marketing; Lecturer and researcher in advertising; Lecturer and researcher in public relations.
The 1st sycle in Applied Communications: Marketing, Advertising and Public relations is born from the autonomization of the branch of Organizational Communication from the graduate course in Communication and culture Sciences. Being the branch with more demand and being aware of the incresing specialization in the area, the Scientific Board of ULHT decided to propose a new graduate course in Organizational Communication: Marketing, Advertising and Public Relations, aproved by the Higher Education Ministry in 2001. The course intends to fill the need of quality staff in the areas of communiation and marketing, which is essential to the development of any organization. Only a coherent policy of commercial communication ensures the understanding and satisfaction of the consumers' needs and consequently the success of organziations in a competitiva context. When adjusting to the Bologne Process, ULHT heard partner enterproses, namely those with which it maintains internship protocols, about the essential areas of this formation. A survey was conducted to teachers and students about the curricular structure, lective hours, extra-lective hours and pedagogical goals. Similar courses were analyzed in reference institutions in Europe (e.g. departing from a reference institution such as the Universidad Complutense de Madrid, namely its 1st cycle in Advertising and Public Relations, and considering not only the spatial proximity but also the commercial and ecnomic relationships that these two countries maintain in what concerns the employability of the sicentific area that occupies the course of 1st cycle in Applied Communications, we clearly see an analogy between both curricular structures). Meetings with regents of curricular unints were made to discuss the porposals of ECTS's. The Scientific Board rectifyed and aproved the curricular structure, as well as the number of corresponding ECTS's. This adjustment implyed a profound reestructuring of the course, to which was decided to give a new denomination that better conveyed its purposes and structure: a 1st cycle graduation in Applied Communications; Marketing, Advertising and Public Relations. Being a course integrated in Communication Sciences, an area long recognized by FCT, the course provides to the students a solid basic formation in communication and a specific formation in the areas of commercial communication (marketing, advertising, and public relations). The formation of Portuguese-speaking staff in applied communication has showed success, as many students come from PALOP. This cycle is already open in Angola, and we expect to expand it to other countries. The success of this course may be viewed in the demand from new students that every year fulfill all the vacancies, as in the high level of employability.
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