2023
Marketing and Communication
Name: Marketing and Communication
Code: GES12847L
3 ECTS
Duration: 15 weeks/78 hours
Scientific Area:
Management
Teaching languages: Portuguese
Languages of tutoring support: Portuguese, English
Regime de Frequência: Presencial
Sustainable Development Goals
Learning Goals
• To publicize a set of notions and practices of marketing and communication;
• To be able to analyze marketing strategies, which are a key step in any business project, especifically the analysis and development of brand strategies;
• Develop and evaluate communication strategies for products and brands through the discussion of case studies.
Skills:
• Ability to analyze marketing strategies
• Ability to develop communication strategies integrated with marketing strategies • Ability to identify marketing problems and solutions
• Capacity for critical and abstarct thinking
• Team working capacity
• To be able to analyze marketing strategies, which are a key step in any business project, especifically the analysis and development of brand strategies;
• Develop and evaluate communication strategies for products and brands through the discussion of case studies.
Skills:
• Ability to analyze marketing strategies
• Ability to develop communication strategies integrated with marketing strategies • Ability to identify marketing problems and solutions
• Capacity for critical and abstarct thinking
• Team working capacity
Contents
1.1 Marketing and its evolution
1.2. The role of marketing in organizations
2. Marketing strategy
2.1. Development of a marketing strategy 2.2. SWOT analysis
3. Brands
3.1. Concept, importance and brand value
3.2. Corporate identity structures
3.3. Mission, vision and values of the brand - the brand territory 3.4. Brand identity elements
4. Marketing Communications
4.1. Integrated marketing communications 4.2. Communication plan
4.3. Advertising
4.4. Public relations
4.5. New communication tools
1.2. The role of marketing in organizations
2. Marketing strategy
2.1. Development of a marketing strategy 2.2. SWOT analysis
3. Brands
3.1. Concept, importance and brand value
3.2. Corporate identity structures
3.3. Mission, vision and values of the brand - the brand territory 3.4. Brand identity elements
4. Marketing Communications
4.1. Integrated marketing communications 4.2. Communication plan
4.3. Advertising
4.4. Public relations
4.5. New communication tools
Teaching Methods
- Lectures: aiming at the connection between theoretical and practical knowledge;
- In these lectures student involvement will be sought, through the promotion of dialog, discussion of ideas and opinions, in order to promote students ability for reasoning, abstraction and oral exposition;
- Analysis and discussion of case studies;
- E-learning through the Moodle platform;
- Promotion and supervision of individual and group research work.
Assessment:
In continuous evaluation regime - Group Essay (50%)
- Written in-class exam (50%)
In exam regime
- Written in-class exam (100%)
- In these lectures student involvement will be sought, through the promotion of dialog, discussion of ideas and opinions, in order to promote students ability for reasoning, abstraction and oral exposition;
- Analysis and discussion of case studies;
- E-learning through the Moodle platform;
- Promotion and supervision of individual and group research work.
Assessment:
In continuous evaluation regime - Group Essay (50%)
- Written in-class exam (50%)
In exam regime
- Written in-class exam (100%)
Teaching Staff
- Leonor Lopes Borges Vacas de Carvalho [responsible]
