Publication in the Diário da República: Despacho n.º 11340/2012
7 ECTS; 3º Ano, 1º Semestre, 60,0 PL + 45,0 TP + 5,50 OT , Cód. 9054437.
Lecturer
- Joana Conceição dos Santos (2)
(1) Docente Responsável
(2) Docente que lecciona
Prerequisites
Workshop I and II
Objectives
Students should be able to define a planning strategy for marketing communication according to the market needs and multidisciplinary nature of business communication.
Program
1. Communication and marketing strategy
2. How to implement a strategy
3. Challenges arising during the implementation of the strategy
Evaluation Methodology
Assessment includes two written assignments - one performed individually (60% of final mark) and another as part of a team (40% of final mark)
Bibliography
- Castro, J. (2002). Comunicação de Marketing. Lisboa: Sílabo
- Lindon, E. (2008). Mercator XXI Teoria e Prática do Marketing. Lisboa: D. Quixote
- VILLAFAÑE, J. (1993). Imagem Positiva Gestão Estratégica da imagem das empre. Lsiboa: Sílabo
Teaching Method
Laboratorial practices
Software used in class
