Marketing and Communication (261162)

Learning Outcomes

At the end of this curricular unit the student should be able to:
•    Introduce the basic concepts of marketing
•    Conceptually    structure    the    theory    of    Marketing Communication and the variables of the communication mix
•    Develop the capacity for practical application of the concepts
•    Identify the concepts of culture, identity and image, as a process of the dynamic nature of organizations.
•    Name the different tasks of a communications director
•    Plan out a communication strategy

Study Program

Theme Unit 1 - Marketing principles
•    Marketing as a management philosophy
•    The evolution of marketing management: Business Models
•    Strategic marketing/operational marketing

Theme Unit 2 - Marketing communication
•    The nature and function of marketing communication 
•    Strategic component of marketing communication 
•    Analysis of the variables of marketing communication
•    From marketing strategy to communication strategy

Theme Unit 3 - Strategic dimensions of corporate image
•    Corporate image as a principle of strategic management 
•    Culture
•    Identity 
•    Image

Theme Unit 4 - Image auditing
•    Concepts and objectives of image auditing 
•    Models of quantification of corporate image 
•    Evaluation of corporate culture
•    Evaluation of public image

Theme Unit 5 - The communications director 
•    Instruments of the communication direction 
•    Communication plans.

Bibliography

MAIN REFERENCES: 

RODRIGUES, J. V. (2004), Mercator XXI. Lisboa: Publicações Dom Quixote
VILLAFANE, J. (1998), Imagem Positiva – gestão estratégica da imagem das empresas: Edições Sílabo, Lda. Lisboa.