Integrated Marketing Communications

The majority of this UC comprises lectures, with a critical participation of students.
It is also used the analysis of texts and materials relevant to the discipline.
Students develop team work and the result is presented and discussed in class. Each student is also
encouraged to bring to the classroom materials and innovative concepts in marketing communications.

The curricular unit aims to increase the level of student understanding and skills on the integrated marketing
communications.
The student must understand the phenomenon of communication in general, to know the different forms of
communication and marketing tools, to understand the communication process in marketing and also be
knowledgeable in the development of integrated marketing communications and their impacts on the logic of
value creation for the company or other organization.
More specifically, it is intended that the student identifies and develops communication plans more suitable to
the context in question, search for forms of communication in current and effective marketing arena and
operationalised an integrated marketing communication plan.

The integrated marketing communications
The importance of communication in marketing in the current context
The relationship between marketing and communication
The models and theories of communication
The process and the key stages of the communication process in marketing
Understanding the addressees
Agencies and professions of communication
The classic tools of marketing communications
The media and the choice of media
The sponsorship of events and cause related marketing
The new formats of communication in marketing
The development of the communication plan integrated marketing
Ethics in consumer behavior and implications for communication strategies in marketing
The future of communication

NAO