ISLA Santarém 15488

Marketing Communication

• ApresentaçãoPresentation

  The Marketing Communication Course Unit, part of the Marketing and Communication scientific area, is essential for understanding the importance of promoting and adding value to products and services in a competitive market. Communication is a very important part of Marketing and is, above all, the discipline whose purpose is to create messages directed to all those who have an interest in the organisation: current and potential consumers, influencers, internal audiences, the media and other relevant stakeholders. Its areas of intervention cover strategic and operational communication planning, brand management and enhancement, the definition of objectives and messages, the selection of communication tools and media, and the evaluation of effectiveness. Not having a well-planned communication strategy, with action plans and teams prepared to think them through and implement them, is, nowadays, a high risk for the sustainability of organisations.
• ProgramaProgramme

  1. Communication management in organisations - Evolution, types and characteristics 2. The brand and its value - Concept, types and architectures - The institutional brand and the consumer brand 3. Marketing communication 4. Communication mix 5. Marketing communication management process 6. Communication objectives 7. Positioning 8. Message strategy and advertising creation 9. Media strategy
• ObjectivosObjectives

  - Frame communication and its management within organisations. - Present the evolution of communication types and characteristics. - Acquire notions of institutional and consumer branding. - Understand the fundamentals of the marketing communication plan. - Present the marketing communication mix. - Define the objectives of marketing communication. - Present advertising communication strategies. - Acquire knowledge about communication strategies and associated media.
• BibliografiaBibliography

  Caetano, Joaquim & Rasquilha, Luís (2007). Gestão e Planeamento da comunicação. Quimera. Castro, João Pinto (2007), Comunicação de marketing, Lisboa: Edições Sílabo. Ogden, James R., (2002). Comunicação integrada de marketing: modelo prático para um plano criativo e inovador, São Paulo: Prentice Hall. Ries, Al, Ries, Laura, (2005), A origem das marcas: as leis de Darwin aplicadas à inovação de produtos e à sobrevivência do seu negócio. Casa das Letras, Editorial Notícias
• MetodologiaMethodology

  Student-centred teaching methodologies geared towards active learning will be prioritised. Project work will enable students to consolidate their knowledge, but also to develop cross-cutting skills such as time management, autonomy, critical thinking and teamwork. The aim is also to link theory and practice through teacher-guided research, with the teacher acting as a facilitator in transforming information into the students' own knowledge. A variety of methodologies will be used: the expository-dialogue method for presentation and critical reflection; the demonstrative method, with analysis of real cases; and the interrogative method, which encourages research and the selection of new approaches. In addition, innovative methodologies will be applied, such as flipped classrooms, problem-based and project-based learning, cooperative/collaborative learning and gamification, promoting motivation, participation and responsibility in the learning process.
• LínguaLanguage

  Português
• TipoType

  Semestral
• ECTS

  5
• NaturezaNature

  Mandatory
• EstágioInternship

  Não
• AvaliaçãoEvaluation

  Descrição dos instrumentos de avaliação (individuais e de grupo) ¿ testes, trabalhos práticos, relatórios, projetos... respetivas datas de entrega/apresentação... e ponderação na nota final.

  Exemplo:

  Descrição	Data limite	Ponderação
  Teste de avaliação	13-11-2025	40%
  Trabalho de projeto e defesa "Plano Estratégico e Operacional de Comunicação" de uma marca à escolha	18-12-2025 (PL) | 08.01.2026 (D)	60%

   

  Adicionalmente poderão ser incluídas informações gerais, como por exemplo, referência ao tipo de acompanhamento a prestar ao estudante na realização dos trabalhos; referências bibliográficas e websites úteis; indicações para a redação de trabalho escrito...