Class Advertising and Marketing Workshop

Marketing is the activity, set of institutions and processes for creating, communicating, delivering, and exchanging offers that have value for customers, clients, partners and society in general. Social marketing focuses on influencing behaviour; to use a systematic planning process that applies marketing principles and techniques; focus on priority target audience segments and provide positive benefits for individuals and society at large. What is Integrated Marketing Communication ? The Positioning; The Campaign's Communication Objectives; Audiences in the Network Society; The creative briefing and the creative idea; Adequacy of the creative strategy to the Target Audience, the budget and the market conditions and the environment - Content and structure of the message; Type of appeals; Communication through image and the creation and production of an advertising film.

Module I- Creative Strategy in Social Marketing: At the end of module 1 ¿The creative idea must be presented in sufficient detail, in order to allow the execution of an ad (film) in social marketing and intended to be distributed online.
What is Marketing? Integrated marketing communication. Social Marketing

The Campaign's Communication Objectives. The creative briefing and the debrifing.

From the communication objective to the creative idea.

The campaign: strategy and elements.

Module II - The execution of the creative idea
The cinematographic advertising discourse - points of attention and perception. The approach of different types of advertising spots through images. The script from the creative idea presented. Advertising video in the age of the internet and social networks.

A series of innovative methodologies are implemented in all the sessions of this curricular unit:

- Active methodologies, in which the teacher mediates the training so that the student can present their point of view in class and increase their critical sense.

- Use of STEAM resources.

- The Maker Movement, as several disciplines and teachers are involved in the development of this course;

- Project-orientated teaching, in which students work in groups, with peer review, to solve challenges proposed (problems) by the class.

Apontamentos da disciplina fornecidos pelos Docentes ao longo do semestre.

R., Lee N., Kotler, P. (2015). Social Marketing: Changing Behaviors for Good. SAGE Publications.

Percy, Larry (2014), Strategic Integrated Marketing Communications, Elsevier Inc., 2nd edition, ISBN-13: 978-0415822091