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Communication Policy
Scholar Year: 2023/2024 - 2S
Code: |
LMKT20600 |
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Acronym: |
PCOM |
Scientific Fields: |
Marketing |
Courses
Acronym |
Nº of students |
Study Plan |
Curricular year |
ECTS |
Contact hours |
Total Time |
LMKT |
77 |
Study Plain |
1º |
5,0 |
60 |
135,0 |
Teaching language
Portuguese
Intended learning outcomes (Knowledges, skills and competencies to be developed by the students)
• Know and understand the functioning of the Marketing Communication and its importance in the Marketing strategy of the company;
• Know and understand the main communication tools and their objectives;
• Understand the concept of Integrated Marketing Communication (IMC);
• Build a plan inserted on a global communication strategy.
Syllabus
1. Introduction
• Objectives and contents of the course
• Methodology and Evaluation
2. Communication in the Marketing Mix
• Communication process
• Communication and Marketing Communication
• Marketing Communication Functions, Targets and Objectives
3. The Marketing Communication Mix: advertising, public relations, sales promotion, merchandising, direct marketing, online communication and personal selling - fundamental concepts, functions and objectives
• Publicity
- Advertising as a tool of the marketing communication composite: fundamental concepts
- Objectives and Targets of Advertising
- Advertising Campaigns
- Advertising and the mass media
• Public relations
- Public Relations as a tool of the communication communication compound: fundamental concepts
- Public Relations Objectives
- Public Relations Public
- Types of Public Relations Communication
- Public Relations Activities
• Sales promotion
- The Promotion of Sales as a tool of the marketing communication composite: fundamental concepts
- Objectives and Targets of Sales Promotion
- Key Techniques of Sales Promotion
• Merchandising
- Merchandising as a tool of the marketing communication composite: fundamental concepts
- Merchandising Goals
- Merchandising Strategies and Techniques
• Direct marketing
- Direct Marketing as a tool of the marketing communication composite: fundamental concepts
- Objectives and Targets of Direct Marketing
- Direct Marketing Strategies and Techniques
• Personal Sales
- The Personal Sale as tool of the marketing communication composite: fundamental definitions and concepts
• Online communication
- Online communication as a tool of the marketing communication composite: fundamental concepts
- Key Communication Techniques Online
4. Planning of Integrated Marketing Communication
• The concept of Integrated Marketing Communication
• Marketing Communication Strategies
• The Communication Plan
Keywords
Social sciences > Communication sciences > Business communication
Social sciences > Economics > Marketing
Teaching methodologies
Theoretical classes: Use of expository / participatory method to introduce theoretical concepts.
Practical classes: Use of participatory method with analysis, resolution, presentation and discussion of cases.
UC classes are supported through the Moodle platform.
Main Bibliography
• Lendrevie, Jacques, Lindon, Denis, Dionísio, Pedro e Rodrigues, Vicente ;Mercator XXI, D Quixote, 2004 |
• Castro, João Pinto;Comunicação de Marketing, 2ª ed, Sílabo, 2007 |
• De Pelsmacker, Patrick, Geuens, Maggie e Van den Bergh, Joeri ;Marketing Communications, a European Perspective, 3ª ed, Prentice Hall, 2006 |
• Blythe, Jim ;Essentials of Marketing Communication, 3ª ed, Prentice Hall, 2006 |
• Ogden, James R., Crescitelli, Edson, ;Comunicação Integrada de Marketing, 2ª ed, Prentice Hall, 2007 |
Complementary Bibliography
• Ferracciù, João de Simoni Soderini ;Marketing Promocional, a Evolução da Promoção de Vendas, 6ª ed, Prentice Hall, 2008 |
Meisner, Chet ;The Complete Guide to Direct Marketing, Kaplan Publishing, 2006 |
• Clow, Kenneth E., Baack, Donald ;Integrated Advertisin, Promotions and Marketing Communications, 3ª ed, Pearson International Ed, 2007 |
Stone, Bob e Jacobs, Ron ;Successful Direct Marketing Methods, 8ª ed, Mc Graw Hill, 2008 |
Kunz, Grace I. ;Merchandising, Theory, Principles and Practice, 2ª ed, Fairchild Pubns, 2005 |
Seitel ;The Practice of Public Relations, 10ª ed, Prentice Hall, 2007 |
Justino, L;Direcção Comercial, Lidel Edições Técnicas, 2007 |
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