Communication

Recommended Prerequisites

Not applicable.

Teaching Methods

Exposition of the essential content of the program and presentation of examples in an environment of discussion with students. Each student will be assigned a rating based on their performance during the semester and that will be expressed according to a numeric scale from zero to twenty points. The grade is assigned based on the contribution of the student during the semester, and that is assessed under two major criteria:

1) The ongoing appreciation of the performance of students participating in classes and attendance (40%);

2) An individual or group work (60%)

Learning Outcomes

1) Understand the fundamentals of strategic planning applied to brand communication and how to put this knowledge into practice.

2) Understanding of the role of communication strategy and its environment with marketing;

3) Understand the principles of building a brand, launch and management;

4) Develop a strategic communication thinking as a response to the request of the marketing strategy;

5) Manage the details associated with the identification of business opportunities;

6) Create and implement a communication strategy;

7) Knowing the main characteristics of effective communication;

8) Acquire theoretical knowledge and practical analysis of the process of communication and advertising creation;

9) Develop a critical analysis of projects, communication strategies, and the spirit of entrepreneurship among students;

10) Assimilate the key market trends, marketing and communication.

Work Placement(s)

No

Syllabus

With the huge amount of advertising messages and promises, it is increasingly hard to surprise a group of individuals and to persuade consumers. The effectiveness of the communication depends on the quality of its strategy. The main topics of this course are:

1) Strategic planning: fundamentals of strategic planning applied to brand communication, insightologia 2.0, positioning "where we are - and where should we go"

2) The brand: Identity, image and brand value, brand equity, positioning in communication,

3) Creativity: from communication strategy to creative strategy, creativity as a tool for innovation, creative process, the golden rules of creativity to generate ideas,

4) Workshop: case studies, analysis of examples of success / failure, resolution of practical cases. This includes a ‘laboratory’ with examples, exercises, analysis of actual communication and development of an integrated communication project.

Head Lecturer(s)

Paulo Miguel Marques Gama Gonçalves

Assessment Methods

Assessment
Periodic or by final exam as given in the course information : 100.0%

Bibliography

Stone, Merlin; Bond, Alison; Foss, Bryan (2004) Consumer Insight: How to use data and market research to get closer to your customer, Kogan Page Limited.

Tsu, Sun (2009) A arte da guerra, Lisboa Relógio De Água

Steel, J. Truth; Lies and Advertising: The Art of Account Planning, Wiley (March 13, 1998)

O'Malley, D. (1998). Account Planning - An American Perspective. Em John Philip Jones (Ed.) The Advertising Business. Sage Publications.

Rainey, M. T. (1997). The planning context. in Alan Cooper (Ed.), How to Plan Advertising. London

Cassel. Lendrevie, J. Baynast, A. Dionísio, P. Rodrigues, J. et al (1999), Publicitor: Comunicação 360º, Lisboa: Pub. Dom Quixote.

Olins, W. (2005) A Marca, Lisboa: Ed.Verbo. Canton, J. (2008), Sabe o que vem aí? As principais tendências que redesenharão o mundo", Editorial Bizâncio, (ISBN 978-972-53-0386-3);

Laermer, R. Simmons, M. (2008), Punk Marketing: Junta-te à revolução, Edições Asa, Lua de papel, (ISBN 978-989-23-0074-0)