Communication and contents

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 written essay on a topic acquired in this course; 2) A work group project.

Learning Outcomes

1) Understand the fundamentals of strategic planning applied to brand communication (projects, causes, organizations) and know how to put this knowledge into practice.

2) Develop strategic communication thinking in conjunction with the marketing strategy;

3) Design and implement a communication strategy;

4) Create content for media aimed at target segments, in a mostly online environment.

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) content creation - apply creativity 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)

Paulo Miguel Marques Gama Gonçalves

Assessment Methods

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

Bibliography

1) HOFFMAN, Bob. (2018). Laughing@Advertising, Type A Group.

2) HOYER, W. et al (2012). Consumer Behavior (6th Edition)

3) ALBA, J. (2011). Consumer Insights: Findings from Behavioral Research, Marketing Science Institute,

4) LENDREVIE, J. et al (2010), Publicitor - Comunicação 360º, online, offline, Lisboa, Pub. Dom Quixote.

5) VEKSNER, S. (2010). How to Make It as an Advertising Creative. Londres: Laurence King.