Communication Policy

Scholar Year: 2023/2024 - 2S

Courses

Head Teacher Responsability Rita Alexandra Nunes Ferreira Head

Weekly workload Hours/week T TP P PL L TC E OT OT/PL TPL O S Type of classes 2 2 Lectures Type Teacher Classes Hours Theoretical Totals 1 2,00 Practices Totals 2 4,00

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

Complementary Bibliography