Marketing Communication Techniques

Presential: Syllabus will preferably be developed through exposition/debate and practical application;
Autonomous and in-class: Development of a group work, to be presented orally iin the end of the semester. Ellaboration of individual exercises.

Know the main marketing communication techniques
Identify the guidelines of a communication plan
Relate the different techniques (communication mix)
Know the creation principles in commercial communication (creativity mix)
Know the media and the specificities of each medium

1. From marketing strategy to communication strategy
a) Communication mix
i. Advertising
1. Creation
2. The creative process
3. The creativity mix
4. Campaign production
ii. Sponsorship and Patronship
iii. Sales promotion
iv. Direct marketing
v. Online marketing
vi. Integrated multichannel communication
b) Structure of a communication strategy
2. Media planning
a) Media selection (TV, radio, press, cinema, outdoor, internet)
b) Media selection and planning

• - Exercícios individuais - 15.0%
• - Trabalho grupo - 70.0%
• - Teste individual - 15.0%

• - Exame - 100.0%

NAO

Castro, J. P. (2002). Comunicação de marketing. Lisboa: Edições Sílabo.

Lendrevie, J.; Baynast, A.; Dionísio, P; & Rodrigues, J. V. (2010). Publicitor. 7ª edição. Publicações D. Quixote

Percy, L. (1996). Strategies for implementing integrated marketing communications. McGraw Hill.

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

Schultz, D. E.; Tannenbaum, S. I.; & Lauterborn, R. F. (1996). The new marketing paradigm: integrated marketing communications. McGraw Hill.

Schimp, T. A. (2002). Propaganda e promoção: Aspectos complementares da comunicação integrada de marketing. 5ª Edição. Bookman.