Base Knowledge
N/A
Teaching Methodologies
The syllabus will preferably be developed through exposition/debate and practical application. Development of a group assignment, to be presented orally at the end of the semester. The group work consists of drawing up an integrated marketing communications campaign, using all the techniques taught in class. Individual assignments.
Learning Results
1. Differentiate between the main marketing communication techniques
2. Identify the guiding principles of an integrated marketing communications plan
3. Implement the use of different techniques (marketing communication mix)
4. Recognize the principles of creation in marketing communication (creativity mix)
Program
1. Introduction: From marketing strategy to communication strategy
2. The marketing communication mix
2.1. Advertising
2.2. Sponsorship/Patronage
2.3. Public relations
2.4. Sales promotion and Merchandising
2.5. Direct marketing
3. Online and offline integrative campaign approach
4. Structure of the integrated marketing communication plan
Grading Methods
- - Pratical assignment designated by professor - 50.0%
- - Exam - 50.0%
- - Test - 25.0%
- - Individual exercises - 25.0%
- - Group work - 50.0%
Internship(s)
NAO
Bibliography
Batra, R., & Keller, K. L. (2016). Integrating Marketing Communications: New Findings, New Lessons, and New Ideas. Journal of Marketing, 80(6), 122-145.
https://doi.org/10.1509/jm.15.0419
Belch, G.; Belch, M. (2021). Advertising and Promotion: An Integrated Marketing Communications Perspective. 12th Edition. McGraw Hill.
Crescitelli, E., & Shimp, T. A. (2023). Comunicação de marketing: integrando propaganda, promoção e outras formas de divulgação. Cengage Learning.
Keller, K. L. (2016). Unlocking the power of integrated marketing communications: how integrated is your IMC program? Journal of Advertising, 45(3), 286-301.
Munsch, A. (2021). Millennial and generation Z digital marketing communication and advertising effectiveness: A qualitative exploration, Journal of Global Scholars of Marketing Science, 31(1), 10-29. https://doi.org/10.1080/21639159.2020.1808812