Creative Industries and Business Models (261273)

Learning Outcomes

Upon completing this course unit, students should be able to:
* Introduce basic marketing concepts?
* Conceptually structure all theory of marketing communication and
* variables of the communication mix?
* Develop skills with which to apply the concepts to practice?
* Perceive the concepts of culture, identity and image as a dynamic process in the organizations?
* Planning communication?
* Planning a business model?
* Link creativity, innovation and competitiveness.

Study Program

1. From business plan to business model
Marketing as management philosophy
Diagnosis models and market analysis
Strategic / Operational
2. The Organization
Market culture
Organizational identity
3. Creativity and Innovation
From creative thinking to the innovation process: an entrepreneurship culture
Business Model
Canvas and Finicia/IAPMEI
The Creative Industry
Concept and subsectors
Differentiating characteristics and business models
The Creative Industry and its importance for the economy: creative clusters
4. Communication Management and the strategic dimension of the image
The strategic element of communication
Analysis of the variables of marketing communication
From Marketing Strategy to Communication Strategy
Concepts and objectives of image auditing
Corporate Image Quantification Models
Business Culture Evaluation
Analysis of the organization's public image



Bilton, C. (2010). Creative Strategy: Reconnecting Business and Innovation. Chichester, West Sussex: John Wiley & Sons.
Dionísio, P., Rodrigues, J. V., Faria, H., Canhoto, R. & Nunes, R. C. (2009). B-Mercator – Blended Marketing. Alfragide: Publicações Dom Quixote.
Flew, T. (2012). The Creative Industries. Culture and Policy. London: Sage.