Digital Platforms Communication

N/A

The programmatic contents will be developed by combining lectures with practical sessions and the resolution of exercises or analysis and discussion of cases.

The continuous evaluation includes a group work (50%) and an individual work (40%). The presence and participation in class represent 10% of the final mark.

The aim of the course unit is to allow students to understand how the changing context, attitude and behaviour of consumers give rise to a new approach to marketing and digital communication

1. External Communication

a.              History of External Communication

b.              Types of External Communication

c.               The providers of external communication services

2.              Strategic planning in Communication

a.              Monitoring the reputation of the organization

b.              Identifying the audience

c.               Competitor analysis

d.              Communication objectives

e.              Media selection

f.               Production of relevant content

g.              Results analysis

3.              Digital communication

a.              New digital communication model: Pesto Model.

b.              The communication platforms

c.               Paid, owned and Earned Media

4.              The creative process in Communication

• - Group work - 50.0%
• - Attendance and Participation - 10.0%
• - Individual work - 40.0%

NAO