ISLA Santarém 15488

Marketing Communication

• ApresentaçãoPresentation

  The Marketing Communication Course Unit is part of the second year of the Higher Professional Technical Course in Commercial and Sales Management and aims to develop knowledge and applied skills in the design, planning, implementation and evaluation of organisational communication. Its scope includes the articulation between marketing strategy, brand, target audiences, objectives, messages, communication tools and media. The course addresses areas such as integrated marketing communication, brand management, positioning, communication objectives, message development and media selection. Its relevance within the study programme lies in preparing students to analyse market contexts, make informed communication decisions and develop solutions aligned with commercial objectives, customer relationships and organisational value creation.
• ProgramaProgramme

  Communication management in organisations: evolution, types and characteristics of communication. The brand and its value: concept, types and architectures; corporate brand and consumer brand. Marketing communication. Communication mix. Marketing communication management process. Communication objectives. Positioning. Message strategy and advertising creation. Media strategy.
• ObjectivosObjectives

  By the end of the curricular unit, students are expected to be able to: Frame communication and its management within organisational contexts; Understand the evolution, types and main characteristics of communication; Acquire fundamental notions of corporate and consumer branding; Understand the principles underlying the development of a marketing communication plan; Identify and understand the elements of the marketing communication mix; Define marketing communication objectives appropriate to the organisational context; Understand the main advertising communication strategies; Acquire knowledge of communication strategies and their 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 and learning methodologies will be prioritised, with a focus on active participation, practical application of knowledge and the progressive development of competences. Expository-dialogic, demonstrative and questioning methods will be combined with case analysis, problem-solving, flipped classroom, project-based learning, and cooperative and collaborative learning dynamics. Project work will play a central role in linking theory and practice, fostering autonomy, critical thinking, creativity, time management and teamwork. The lecturer will act as a facilitator and mediator of learning, guiding research, reflection and decision-making processes. Whenever pedagogically appropriate, gamification strategies and practical activities may also be used to strengthen engagement, experimentation and the consolidation of learning.
• LínguaLanguage

  Português
• TipoType

  Semestral
• ECTS

  5
• NaturezaNature

  Mandatory
• EstágioInternship

  Não
• AvaliaçãoEvaluation

  Instrumento de avaliação	Descrição / Parâmetros de avaliação	Ponderação
  Atividades letivas realizadas em sala	Conjunto de exercícios, estudos de caso, desafios e atividades práticas desenvolvidas no contexto das aulas. São considerados a mobilização e aplicação dos conhecimentos, o rigor conceptual, a autonomia, o pensamento crítico e a qualidade das soluções apresentadas.	20%
  Frequência individual	Prova individual destinada a avaliar a aquisição, compreensão, integração e aplicação dos conhecimentos fundamentais da UC. São valorizados o rigor conceptual, a capacidade de análise e interpretação, a fundamentação das respostas e a utilização adequada da terminologia específica da Comunicação de Marketing.	40%
  Trabalho/Projeto e apresentação/defesa	Desenvolvimento de um projeto aplicado no domínio da Comunicação de Marketing. São avaliados a qualidade da análise e fundamentação, a coerência das decisões estratégicas e operacionais, a adequação das propostas de comunicação, a aplicação dos conceitos, a criatividade, o rigor técnico e a qualidade da apresentação e defesa.	40%
  	Total	100%