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Universidade Lusófona


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

A3ES Decision


Decision date


A3ES Decision

Confered Degree | Duration | ECTS

Bachelor | 6 Semesters | 180 ECTS

Programme Director

Professor Doutor Rui Estrela


Dra.Sónia Luís

Entrance Conditions

National access competition/tender:
Having completed the 12th grade;
A grade higher than 95 points (range 0-200), in the following entrance exams:
06 Philosophy
11 History
17 Mathematics Applied to Social Sciences
18 Portuguese

Entry competition/tender:
Course changes;
In accordance with Decree 401/2007, of April 5.
Special competition/tender for those over the age of 23:
On completing 23 years of age by the 31st of December of the preceding year
Those not entitled access to higher education (if they have undertaken and been approved in the entrance test for the college they want to enter, they are entitled to the referred access).
Special competition/tender for higher education graduates and Diplomas in Specialized Technology:
(In accordance with Decree-Law No. 393-B/99, of 2 October;
In accordance with Ordinance No. 854-A/99, of 4 October;
In accordance with Decree-Law No. 88/2006, of May 23).

Programme requirements

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

69 classrooms
12 informatic labs
4 auditoriums
6 amphitheaters
1 canteen e 3 bars
2 computation centers for students
1 library
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

Further Studies

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

Occupacional Profiles

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.

Scientific Areas

Jornalismo e reportagem | Marketing e publicidade | Informação e jornalismo

Study Plan

1st Year/ Semester ECTS
Image Analysis MethodsFirst Semester6
Techniques of Written ExpressionFirst Semester6
Theory of AdvertisingFirst Semester6
Theory of MarketingFirst Semester6
Theory of Public RelationsFirst Semester6
Applied EnglishSecond Semester2
Communication and GlobalizationSecond Semester4
Communication Models and TheoriesSecond Semester4
DesignSecond Semester6
Digital Image ComputingSecond Semester6
Media TheorySecond Semester4
StatisticsSecond Semester4
2nd Year/ Semester ECTS
Communications ManagementFirst Semester4
Creative ProcessesFirst Semester4
History of the MediaFirst Semester4
Research and Investigation MethodsFirst Semester4
SemioticFirst Semester4
Strategic MarketingFirst Semester4
Text and Discourse Analysis MethodsFirst Semester6
Internal CommunicationSecond Semester4
International MarketingSecond Semester4
Market StudiesSecond Semester4
Multimedia Computing and InteractivitySecond Semester6
Operational MarketingSecond Semester4
Resource PlanningSecond Semester4
Visual CultureSecond Semester4
3rd Year/ Semester ECTS
Advertising WorkshopFirst Semester6
Marketing WorkshopFirst Semester6
Option IFirst Semester12
Public Relations WorkshopFirst Semester6
Consumer BehaviourSecond Semester4
Digital MarketingSecond Semester6
Introduction to EconomySecond Semester4
Launching New Products Second Semester4
Option IISecond Semester12

Teaching staff

Teachers, Academic Degree and Dedication time
LecturerAcademic DegreesDedication time
Alexandra Maria De Sousa Veloso BarradasMasterPart-Time
Ana Beatriz Terrinca GaminhaBachelorPart-Time
Ana Rita Esteves Da Cunha GarciaBachelorPart-Time
Artur Olimpio Ferreira Gonçalves Da SilvaDoctorateFull-Time
Augusto Deodato GuerreiroAgréggationFull-Time
Carlos Alberto Trouvillet PessoaMasterPart-Time
Célia Gamboa Da FonsecaDoctorateFull-Time
Cristina Alexandra Figueiredo SantosDoctoratePart-Time
Diogo Soares Pereira Gil MoraisMasterPart-Time
Eduardo Manuel Machado De Moraes Sarmento FerreiraDoctorateFull-Time
Fernanda Maria Peixoto Pereira DoctorateFull-Time
Gonçalo Xufre Gonçalves Da SilvaDoctoratePart-Time
Joana Casteleiro Alves Pitrez FerreiraDoctoratePart-Time
Joana Isabel Martinho BicacroMasterPart-Time
Jorge Bruno Da Costa VenturaMasterPart-Time
José Augusto Nunes Bragança De MirandaDoctoratePart-Time
José Carlos Santos NevesDoctorateFull-Time
José Manuel De Figueiredo Gomes PintoDoctorateFull-Time
Luis Cláudio Dos Santos RibeiroAgréggationFull-Time
Manuel José Carvalho Almeida DamásioAgréggationFull-Time
Maria Eugénia Rodrigues VicenteBachelorFull-Time
Maria Manuela Da Silva Correia De Brito E Nunes Dos SantosBachelorPart-Time
Maria Teresa Silva Guerreiro Mendes FloresDoctoratePart-Time
Marta Maria Cordeiro LopesDoctorateFull-Time
Paula Bela Rosa Luís LopesDoctoratePart-Time
Paulo Jorge Quaresma FerreiraMasterFull-Time
Pedro Miguel Figueiredo Da SilvaBachelorPart-Time
Pedro Miguel Pereira De SousaMasterPart-Time
Rui Carlos De Lemos Correia EstrelaDoctorateFull-Time
Rui Jorge Rodrigues LançaBachelorPart-Time
Rute Maria Da Silva Proença MuchachoMasterFull-Time
Timóteo De Almeida RodriguesMasterFull-Time
Victor Manuel Esteves FloresDoctorateFull-Time


External Students 0 €
Over 23 years 180 €
Holders of University Degree 180 €
Change Course 68 €
200 €
200 €
Holders of Technological Specialization Courses 180 €
Admission for Undergraduates 180 €
Student Insurance40 €
Registration217 €
Enrollment310 €
Average value for 30 ECTS semestral curricular units 345 €
Per ECTS 11,5 €

Other fees may be applied in accordance with the regulations in force