Integrated Marketing Communication

Teaching and learning methodologies are based on participatory and interactive methods, with continuous supervision and feedback from
the professor, including:
M1: Theoretical-practical classes introducing key concepts and analyzing case studies, fostering critical discussion.
M2: Supervised individual and group work, where students can apply IMC concepts and collaboratively develop IMC strategies and plans
for a brand.
M3: Lectures by external specialists to discuss real company cases, linking theoretical concepts to market realities.

O1: Identify the fundamental principles of Integrated Marketing Communication (IMC) and the concept of omnichannel.
O2: Explain the role of the IMC mix and the importance of channel integration in developing communication strategies.
O3: Demonstrate the ability to create coherent and creative messages for IMC campaigns, considering different cultural and legal contexts.
O4: Evaluate the effectiveness of IMC campaigns using appropriate metrics to measure the impact of the implemented strategies.
O5: Develop a comprehensive Integrated Marketing Communication plan that strategically integrates different channels and resources.
O6: Justify ethical and legal decisions in IMC campaigns, considering the global context and their social and environmental impact.

C1: Principles of Integrated Marketing Communication (IMC): brand communication and the omnichannel context.
C2: The IMC Mix and channel integration.
C3: The message in IMC: creative development and execution.
C4: IMC Planning.
C5: Metrics and measuring campaign effectiveness.
C6: Ethics, legislation, sustainability, and the marketing communication industry in a global context.

NAO