Integrated Marketing Comunication

Code: GES12675M

6 ECTS

Duration: 15 weeks/156 hours

Scientific Area: Management

Teaching languages: Portuguese

Languages of tutoring support: Portuguese, English

Regime de Frequência: Presencial

Sustainable Development Goals

Educação de qualidade - Assegurar a educação inclusiva, e equitativa e de qualidade, e promover oportunidades de aprendizagem ao longo da vida para todos.

Learning Goals

By the end of the module students should:
• Understand what is communication and its role in the marketing strategy;
• Be familiar with the different models of communication;
• Be able to analyse, to design and to plan communication strategies

1) Marketing Communication: Concept and platforms of communication in marketing
2) From Marketing Communication to Brand Communication: Tradicional Models vs New models;
3) New approaches to marketing communication
4) Integrated Communication 360º - On e Off Line.

Teaching Methods

The teaching sessions are a combination of theory and practice and mix the deepening of theoretical knowledge, methodological and empirical research and its application to concrete cases. In class:
- 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;
- Analysis and discussion of scientific papers;
- Promotion and supervision of individual and group research work.
For assessment the students must do:
- Group essay (50%)
- Case Study (50%)