Comunicação de Marketing

Marketing Fundamentals

The following teaching methodologies are used in this curricular unit:
– Verbal Methodologies (speeking), use of teaching resources Exhibition, Explanation, Dialogue, Debatee;
– Intuitive Methodologies (showing), use of teaching resources, Demonstration, Audiovisuals and Texts Written;
– Active Methodologies (doing), use of teaching resources Group work, Teamwork and Project, Case Studies.

– Understand and address the challenges, opportunities and responsibilities those responsible
for marketing communication have to face.
– Understand the need for coordination of the various forms of communication as a way of ensuring the
stability of the company’s message.
– Provide the concepts of advertising, its importance and practical application.
– Understand the message strategy and develop skills at the level of creative design.
– Consider the communication process in a framework of integration of advertising, sales promotion and
public relations.
– Develop strategies and integrated marketing communication programs.
– Describe and justify the guiding principles of design and implementation of integrated marketing
integrated marketing communications.
– Develop skills and knowledge necessary for the development of plans and the implementation of
effective marketing communications.

1. The Communication – conceptual positioning
2. The role of Communication within Marketing
3. Marketing Communication objectives
4. From the diagnosis to the Communication strategy
5. Marketing Communication Instruments
6. Marketing Planning, Organization and Control
7. The Communication Plan
8. The Communication Mix
9. Operationalization and implementation of the Communication Plan
10. Evaluation methods and metrics
11. Evaluate to improve

NAO

Aaker, D. A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name. The Free Press.

Aaker, D. A. (2022). The Future of Purpose Driven Branding. Morgan James Publishing LLC.

Belch, G. (1998). Advertising and promotion: an integrated marketing communications perspective. McGraw Hill.

Cooper, A. (1997). How to Plan Advertising. Cassel.

Castro, J.P. (2007). Comunicação de Marketing (2ª ed). Edições Sílabo

Baynast, A., Brochand, B., Dionisio, P., Lendrevie, J., Rodrigues, V.  (2010). Publicitor – Comunicação 360º online – offline. Dom Quixote.

Baynast, A., Dionísio, P., Lévy, J., Rodrigues, V., e  Lendrevie, J. (2021). Mercator 25 anos – O Marketing na Era Digital (18ª ed). Dom Quixote.

Rossiter, J. E., Percy, L. (1998). Advertising Communications & Promotion Management. McGraw Hill.