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;
Link creativity, innovation and competitiveness.

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.