Curricular Unit:Code:
Internship I (Public Relations, Advertising and Marketing)774ETG1
Year:Level:Course:Credits:
3UndergraduateCommunication Sciences6 ects
Learning Period:Language of Instruction:Total Hours:
Portuguese/English78
Learning Outcomes of the Curricular Unit:
The main objective of U.C. is to provide the student with a learning practice, in which he can apply the knowledge acquired over the previous two years in the development of communication projects.
Without end of U.C. the student shall:
- Have the ability to collect and interpret data to find solutions to problems in the context of marketing, advertising and public relations.
- Being able to apply your knowledge and understanding in a professional way
It shows knowledge, understanding and ability to apply to specific contexts.
- Being able to communicate information, ideas, problems and solutions to the public in the context of work
Syllabus:
ADVERTISING
Advertising Agency: verbal identity creation (Naming); Slogan creation, visual identity creation; Design of the advertising campaign, briefing presentation; Definition of a communication strategy; Production and dissemination of the message; Definition of the media plan; Presentation of the campaign
PUBLIC RELATIONS
1. Setting up a public relations agency.
1.1 Analysis of the public relations market in Portugal
1.1. Definition of the name, logo and services
2. Public Relations Activities
2.1 Press Office:
2.1.1 Media pitch
2.1.2 Media kit
2.1.3 Elaboration of a press release
2.1.2 Preparation for press conferences
2.1.3 Agenda setting
2.2 Crisis Communication
2.3 PR plan
MARKETING
Marketing functions and dimensions; Marketing process and activities; Marketing application in different contexts and sectors; Marketing Planning; Applications and cases; Planning and organizing an event
Demonstration of the Syllabus Coherence with the Curricular Unit's Objectives:
The student must know the main techniques of Marketing, Advertising and Public Relations and apply them in different domains and concrete situations that characterize the current activity of organizations. The resolution of exercises to apply the concepts and techniques will allow the student to acquire familiarity with them and with the most usual techniques of Marketing, Public Relations and Advertising, applying the acquired knowledge. Indeed, it is intended that students can, in class, apply the concepts addressed and solve the problems presented autonomously. The evaluation of the curricular unit itself is also oriented towards this objective, with students being assessed through the realization of practical work and cases, so participation / attendance and creativity are valued.
Teaching Methodologies (Including Evaluation):
The development of the contents will be carried out based on a theoretical-practical approach, building a basic frame of reference, through exposure and carrying out works of application of knowledge. These approaches will be complemented, from an application perspective, with case analysis, problem solving and practical work.Students will be assessed by performing assignments to the different components of the internship. The weighting is as follows: 30% public relations, 30% marketing, 30% advertising, and 10% Lab.
Demonstration of the Coherence between the Teaching Methodologies and the Learning Outcomes:
The division of labor in various tasks allows develope in students a sense of responsibility and interaction with each other. The commitment of each student with the project takes him to develop and / or improve their skills in the production of Communications Marketing and Advertising and public relations. The wide range of matters that are working on the development of communication actions, allows the student to have the opportunity to obtain a thorough understanding of the methodologies, as well as the possibility of putting them in practice.
Reading:
Cesar, N. (2011). Direção de Arte em Propaganda. Brasília, Editora Senac.
Mesquita, F. (2019). Comunicação visual, design e publicidade. Ilhavo, Adverte (2ª ed.).
Rasquilha, L. (2011). Publicidade - fundamentos, estratégias, processos criativos, planeamento de meios e outras técnicas de comunicação. Lisboa, Editora Bertrand.
Gunning, E. (2019). Public Relations: A practical Approach. Red Globe Press. ISBN 978-1-352-00278-2
Luttrell, R.. e Capizzo, L. (2019). The PR Agency Handbook. Sage. ISBN 978-1-5063-2905-5
Bynast Arnaud de Baynast, A. et al (2018). Mercator 25 Anos - O Marketing na Era Digital. D. Quixote
Oliveira, Carlos (2020). Marketing Pós-digital: o marketing à medida do ser humano. Actual Editora.
Chernev, Alexander (2020). The Marketing Plan Handbook (6th Edition). US: Cerebellum Press