Curricular Unit:Code:
Theory and History of Public Relations, Advertising and Marketing1111THRP
1UndergraduateCommunication Sciences6 ects
Learning Period:Language of Instruction:Total Hours:
Winter SemesterPortuguese/English78
Learning Outcomes of the Curricular Unit:
To promote knowledge of the historical evolution of the Marketing, Advertising and Public relations.
To understand the relationship of the three disciplines and contextualize them within the framework of communication sciences.
To identify and use the core concepts of each area of study Understand the specificity of work of each of the professions.
At the end of the course the student should:
Mastering the conceptual framework as a basis for each area of study: Marketing, Advertising and Public relations.
Be able to critically read practical texts work and academic texts of the three disciplines.
Understand the different business areas of Marketing, Advertising and Public relations.
1. Marketing
1.1 Concept and Marketing fundamentals
1.2 Evolution of Marketing application
1.3 Marketing Mix
1.4 Segmentation
1.5 Positioning
1.6 Brand
1.7 digital marketing
1.8 Applied marketing: Business to business; services marketing; social marketing social

2. Integrated communication policy

3. Advertising
3.1 Concept and fundamentals of advertising
3.2 Evolution of advertising
3.3 Players in the advertising market
3.4 Stages of an advertising campaign
3.5 Evaluation of the impact of advertising
4. Public Relations
4.1 Concept and fundamentals of Public Relations
4.2 Public relations evolution
4.3 Goals of Public Relations
4.4 The diferent publics of Public Relations
4.5 Media and public relations techniques
Demonstration of the Syllabus Coherence with the Curricular Unit's Objectives:
The contents of each teaching unit give emphasis to the deepening of specific theoretical subjects in the Marketing, Advertising and Public Relations field, allowing the acquisition and integration of concepts, models and techniques relating to these areas. Simultaneously seeks to convey a set of greatest practical application tools attuned with the reality of the current market in these areas.
Teaching Methodologies (Including Evaluation):
The practical classes will consist of explanation of concepts, models and techniques relating to the theory and history of, advertising and marketing public relations based on the literature of the course.
The assessment of knowledge acquired will be done through a individual assignment and a written test. (50% + 50%)
Demonstration of the Coherence between the Teaching Methodologies and the Learning Outcomes:
Since this is a theoretical and practical course the teaching methodologies seek to fulfill these two strands. Lectures allow to explore conceptual component throughout the course. The application component is exercised in the assignment, always under the supervision of the teacher.
Baynast et al. (2018). Mercator 25 Anos. Dom Quixote. ISBN: 9789722065917
Gralpois, B. (2019). Agency Mania (2nd ed.) New York, Beaufort Books
Gunning, E. (2019). Public Relations: A practical Approach. Red Globe Press. ISBN 978-1-352-00278-2
Kotler et al (2013) Principles of Marketing European Edition. Pearson. ISBN 978-0-273-74297-5
Kotler, P. ,Jaya, H. e Setiawan, I. (2017). Marketing 4.0 : mudança do tradicional para o digital Coimbra : Conjuntura Actual.
Lendrevie et al. (2013). Publicitor – comunicação 360º online/offline. Lisboa, Dom Quixote
Lindon, D. et al. (2008). Mercator XXI. Teoria e prática do marketing. (11ª ed.). Lisboa, Dom Quixote.
Vasco, R. (2015). Assessoria de imprensa: fundamentos teóricos e práticos. Novas Edições Acadêmicas
Lecturer (* Responsible):
Sofia Gaio (