Marketing Communication Techniques

N/A

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

• - Exam - 50.0%
• - Practical work - 50.0%

• - Individual Work - 25.0%
• - Individual and/or Group Work - 50.0%
• - Frequency - 25.0%

NAO

Belch, G., & Belch, M. (2021). Advertising and Promotion: An Integrated Marketing Communications Perspective (12th ed.). McGraw Hill.

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

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

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

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

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