Skip to main content

ISLA IPGT 26089

Marketing and Advertising Theory and Practice

Digital Communication
  • ApresentaçãoPresentation
    The curricular unit "Theories and Practices of Marketing and Advertising" aims to provide students with fundamental knowledge about marketing and advertising concepts, strategies, and practices. This course seeks to integrate the study of marketing theories with advertising practice, covering everything from the fundamentals to advanced techniques in market analysis and the development of effective advertising campaigns. Additionally, the course explores consumer behavior, market analysis, and current trends, equipping students to develop impactful marketing plans and advertising campaigns.
  • ProgramaProgramme
    Introduction to Marketing and Advertising Consumer Behavior Market Research and Competitive Analysis Marketing Mix (4Ps) Branding and Positioning Marketing Objectives and Strategies Marketing Plan History of Advertising in the World and Portugal Advertising - Fundamentals and Strategies Deceptive Advertising The Advertising Agency Advertising Creation Message Construction Advertising Brief AI as a Tool for Marketing and Advertising
  • ObjectivosObjectives
    Understand the fundamental concepts of marketing and advertising and their interrelationship. Develop skills to analyze the market and identify strategic opportunities. Apply market segmentation and brand positioning techniques. Develop and execute marketing plans and advertising campaigns that align with the strategic objectives of brands. Explore and exercise creativity as an essential skill for creating effective and innovative advertising messages. Analyze and create advertising briefs and plan advertising campaigns based on strategic analysis. Stimulate critical thinking to evaluate and design advertising strategies and messages in an ethical and assertive manner.
  • BibliografiaBibliography
    Kotler, P., & Keller, K. L. (2016). Marketing Management (15ª ed.). Pearson. Caetano, J., & Estrela, R. (2011). Publicidade: Fundamentos e Estratégias. Lisboa: Escolar Editora. Brierley, S. (2002). The Advertising Handbook (2ª ed.). NY: Routledge.  
  • MetodologiaMethodology
    Teaching Methodology: Theoretical classes: expository and interrogative method. Practical assignments: individual and group work. Presentations and discussions: active and participatory method for applying the studied concepts.
  • LínguaLanguage
    Português
  • TipoType
    Semestral
  • ECTS
    6
  • NaturezaNature
    Mandatory
  • EstágioInternship
    Não