Strategic 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) a individual written exposure the ongoing appreciation of the performance of students participating in classes and attendance;

2) an group work.

Learning Outcomes

1) Know the key concepts of marketing communication and the main tools of integrated marketing communication.

2) Be able to apply the strategic communication model to advertising and brand activation for brands, projects, causes.

3) Know how to use appropriate media and creativity elements in brand communication.

4) Familiarize with the new positioning of the communication agent.

5) Recognize the need for strategy and creativity in the communication of a brand, project, cause.

Work Placement(s)

No

Syllabus

Communicate a message effectively to a particular audience becomes a challenge considering he deafening noise of communication, the fragmentation of audiences, the numerous contact platforms. Communication strategy is a specialized tool to get what matter who is interested.

The main topics of this course are: a) introduction to strategic marketing communication AdN; b) marketing communication positioning; c) introduction to insightology: «to communicate without insight is to speak without saying anything.»; d) Insightology : the VCREO elements for an effective, clear and objective communication; e) creativity applied to marketing communication: from communication strategy to creative strategy; f) brand identity, image and value, brand equity; g) workshop: presentation and analysis of practical cases.

Head Lecturer(s)

Pedro Marcelo Amado Garcia da Rocha Torres

Assessment Methods

Assessment
Written works.: 100.0%

Bibliography

1) Falkheimer, Jesper, Heide, Mats (2018) ‘Strategic communication: an introduction’, Routledge

2) Hoffman, Bob. (2018) ‘Laughing@Advertising’, Type A Group.

3) Keller, K. & Batra R. (2016), Integrating Marketing Communications: New Findings, New Lessons, and New Ideas. Journal of Marketing: AMA/MSI Special Issue

4) Kumar, V., & Gupta, S. (2016). Conceptualizing the Evolution and Future of Advertising. Journal of Advertising

5) Aaker, D. (2011). Relevância de marca: como deixar seus concorrentes para trás. Porto Alegre: Bookman.