Marketing and Communication (261162)
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 organisations;
- Planning communication;
- Planning a business model;
Study Program
Theme unit I
Marketing principles
Marketing as a management philosophy
The evolution of marketing management
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
Principal |
Dionísio, P., Rodrigues, J. V., Faria, H., Canhoto, R. & Nunes, R. C. (2009). bMercator – Blended Marketing. Publicações Dom Quixote. Kotler, P, Kartajana, H., Setiawan. (2021). Marketing 4.0. Conjutura Actual Kotler, P, Kartajana, H., Setiawan. (2021). Marketing 5.0 Tecnologia para a Humanidade. Conjutura Actual |
Secundária |
Hartley, J. (ed.) (2005). Creative industries. Oxford: Blackwell. Flew, T. (2012). The Creative Industries. Culture and Policy. London: Sage. Bilton, C. (2010). Creative Strategy: Reconnecting Business and Innovation. Chichester, West Sussex: John Wiley & Sons Porter, M. E. (2001). Strategy and the Internet. Harvard Business Review. Percy, L. (2008). Strategic Integrated Marketing Communications. Elsevier Inc. Strauss, J. & Frost, R. (2012). eMarketing (6th edition). Upper Saddle River: Pearson. Villafane, J. (1998). Imagem Positiva – gestão estratégica da imagem das empresas.: Edições Sílabo. Wood, M. (2008). The Marketing Plan Handbook. Pearson Education, New Jersey. EUA. |