Maria Costa Potes Franco Barroso Santa-Clara Barbas
Coordenação Científica
Ana Luísa M. Oliveira Chanca Torres
Coordenação Científica
Língua de Ensino
Português
Objetivos de aprendizagem e a sua compatibilidade com o método de ensino (conhecimentos, aptidões e competências a desenvolver pelos estudantes)
LO1. Provide students with a conceptual framework of knowledge, tools and methodologies that allows them to understand the fundamentals of marketing and advertising, seen as essential disciplines of communication as a management tool.
LO2. Structuring methodologies for developing a project / business / brand based on the appropriation of language, instruments and techniques of marketing and advertising, applying them in a relevant way in different contexts of digital communication.
LO3. Develop attitudes of creativity and innovation, focusing on problems in a contemporary strategic perspective capable of adapting to change effectively.
Conteúdos programáticos
1. Marketing
1.1 Key concepts in Marketing. Value, satisfaction and quality. Exchange, transaction and relationship. Markets.
1.2 Philosophies in Marketing Management. The concepts of production, sales and marketing
1.3 The marketing-mix. The 4P's and the 7P's.
1.4 From the marketing strategy to the communication strategy.
1.5 Social Marketing and Green Marketing
1.6 Digital Marketing
2. Advertising
2.1 History of advertising. Origin and evolution.
2.2 Advertising, public relations and advertising. Economy and society. The role of advertising in communicating social causes
2.3 Typification of different advertising styles. Communication laws in advertising.
2.4 Advertising creation. The structure of an advertising agency. Market analysis. Behaviors and attitudes of consumers and influencers. Competition. Targets, objectives and limitations. Types and elements of copy strategy.
3. The languages ¿¿of advertising.
3.1 Creativity and creative writing.
3.2 New Media.
3.3 The strength of the message.
Demonstração da coerência dos conteúdos programáticos com os objetivos de aprendizagem da unidade curricular
The contents are in line with the programmatic objectives of the UC, since the contents to be addressed will allow the development of the skills described above, providing students with the skills to understand markets, develop marketing strategies and create advertising materials. It will also allow students to develop autonomous work, critical thinking and discernment skills and the ability to understand and solve problems. Communication and collaboration skills will also be developed, in synchronous and asynchronous situations online and in face-to-face situations. It is also intended to develop and foster lifelong learning skills.
Metodologias de ensino e de aprendizagem específicas da unidade curricular articuladas com o modelo pedagógico
Methodology used
- Theoretical-practical sessions, with exposure-participation
- Use of the case study method of analysis
- Exercise and construction of marketing and advertising strategies framed in the context of the course's professional outputs
Continuous evaluation
- Thematic works and challenges - 30%
- Final Project - 60%
- Participation in classes - 10%
All works will be evaluated according to the following criteria:
a) The. Domain of the contents taught;
b) Mastery of oral language, namely, objectivity of the exhibition and mastery of the lexicon;
c) Domain of written language that involves the logical and literary construction of texts;
d) Mastery in the application of creative strategies in the presentation of the contents and respective works;
In this curricular unit, the average autonomous workload (84h) is distributed as follows: resolution of practical exercises (40h); group work (35h); participation in the discussion forums (9 am).
Demonstração da coerência das metodologias de ensino e avaliação com os objetivos de aprendizagem da unidade curricular
The comprehensive and conceptual nature of this course justifies a theoretical-practical approach that allows learners to understand the fundamentals of marketing and advertising, seen as essential communication disciplines as a management tool. Knowing how it is, why it is so and how the communication market works today, in order to provide them with specific skills for their application in solving real problems, related to the objectives and professional outputs of the Course. Namely through methodologies that involve different phases, such as development, management and evaluation, resulting in effective activities and projects in the scope of the Arts, digital design and digital communication, as well as in their dissemination, incorporating the implications derived from technological innovations.
In addition, it is important to bear in mind that the Course aims to develop professional skills that allow its graduates to exercise a professional activity and emphasizes the application of methods and techniques that allow the development of skills related to know-how. In this sense, this discipline intends to contribute with strategies and practical cases that can incorporate this attitude, providing them with a set of strategies and knowledge that can be applied in practice, constantly exercised throughout the classes through analysis and design exercises.
Bibliografia de consulta (existência obrigatória)
Ding, M., & Goldfarb, A. (2023). The economics of artificial intelligence: A marketing perspective. Review of Marketing Research, 20, 13,76.
Journal of Public Policy & Marketing. (2024). Special Issue: Meta-analyses and systematic reviews in marketing and public policy. Journal of Public Policy & Marketing.
KOTLER, Philip, Marketing Management, 3th edition, Prentice Hall Int. Editions KOTLER, HAYES E BLOOM (2002), Marketing de Serviços Profissionais, 2ªedição, Brasil, Editora Manole KOTLER, WONG, SAUNDERS, ARMSTRONG, Principles of Marketing, 5ª edição europeia, Pearson Education Limited MARTIN, Hans-Peter e SCHUMANN,Harald (1998), A Armadilha da Globalização, Lisboa, Terramar
Voorveld, H. A. M., Van Noort, G., & Voorveld, P. W. (2023). Effects of cross-media marketing strategies on consumer engagement. Journal of Marketing Research, 60(2), 345, 362.
VV. AA (1999) Publicitor, Lisboa, D. Quixote
Observações
The professor(s) made the necessary adaptations in terms of methodology, including assessment, integrated into the FUC and explained with the students, considering the following context: As of December 21, 2020, distance learning will continue, with the exception of assessments or activities that could not be carried out remotely. This is in accordance with the measures to prevent and mitigate the spread of the novel coronavirus (Covid-19) and to protect the educational community, as outlined by the President of IPSantarém and the Director of ESE-IPSantarém on January 7, 2021. These conditions will remain in place. In a briefing note dated January 15, 2021, the government's decision to suspend all face-to-face teaching and non-teaching activities, as outlined in the "Recommendation to scientific and higher education institutions in the context of the extraordinary measures of the state of emergency" of the DGES, dated January 21, 2021, was announced.
