Curricular Unit:			Code:
Internship I (Public Relations, Advertising and Marketing)			774ETG1
Year:	Level:	Course:	Credits:
3	Undergraduate	Communication Sciences	6 ects
Learning Period:		Language of Instruction:	Total Hours:
Winter Semester		Portuguese/English	78
Learning Outcomes of the Curricular Unit:
The main objective of the course "Stage 1 – Marketing and Advertising" is to give the student a practical learning, which can apply the knowledge acquired over the previous two years. The student is placed in an environment similar at advertising agency operating in the market place. So, the student is encouraged to produce work in the various stages of a communication campaign, based on a briefing. In the Public Relations component the objectives are: - Understanding the public relations market in Portugal - Know the activities characteristic of the public relations profession - To exercise and perfect the activities characteristic of the public relations profession.
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 Elaboration of a press release 2.1.2 Preparation for press conferences 2.1.3 Agenda setting 2.1.4 Press kit
Demonstration of the Syllabus Coherence with the Curricular Unit's Objectives:
ADVERTISING In the first moment, the group has the task of creating a communication agency. In the second moment, a briefing is provided, aiming the production of a communication action. At any moment, the student is inserted in the work process, having to develop certain tasks (production of texts, production of images, researches, contacts among others), according to the defined objectives. PUBLIC RELATIONS Students will begin by doing a market analysis to PR agencies and analyzing the services provided. Once this survey has been carried out, each group will create its agency that in a simulated manner will provide the market with a characteristic set of public relations activities in the field of press relations, crisis management, stakeholder management, corporate communication and sponsorship.
Teaching Methodologies (Including Evaluation):
Continues through practical work
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:
PUBLICIDADE Cesar, N. (2011). Direção de Arte em Propaganda. Brasília, Editora Senac. Chaves, N. (2012). La imagem corporativa. Barcelona, Editora Gustavo Gili. 3ª ed. Dondis, D. (2001). La sintaxe de la Imagen. Barcelona. G. Gili. Gomes, A. (1992). Publicidade e Comunicação. Lisboa. Texto Editora Mesquita, F. (2015). Comunicação visual, design e publicidade. Porto, Media XXl (no prelo). www.Corbis.com; www.shutterstock.com; www.sxc.hu [bancos de imagem] www.dafont.com; http://cooltext.com/Fonts-Elegant; http://www.netfontes.com.br [páginas de tipografia] http://creativity-online.com/ http://adsoftheworld.com/ http://adage.com/ http://ezinearticles.com/?cat=Business:Advertising RELAÇÕES PÚBLICAS Stareva, Ilyiana (2018). Inbound PR: The PR Agency's Manual to Transforming Your Business With Inbound. Wyley Johnston, Jane (2018). Media Relations: Issues and Strategies. Allen & Unwin