Curricular Unit:Code:
Integrated Communication Agency1104ACIT
1MasterCommunication Sciences (Public Relations, Marketing and Advertising)6 ects
Learning Period:Language of Instruction:Total Hours:
Spring SemesterPortuguese/English78
Learning Outcomes of the Curricular Unit:
The Integrated Communication Agency It is a company that provides all services in the area of communication. In this context, performing work for various audiences (internal and external).
Knowledge, skills and competencies to develop:
1. Obtain sound knowledge about the mechanisms and strategies of running a Communication Agency;
2. Understand in depth the role of various actors in the elaboration of the work (agency, suppliers, consultants, customers, etc.);
3. Ability to integrate into working groups and developing a collaborative spirit, but at the same time critical and self-critical.
1. Communication Agency (RP, Advertising and Marketing).
2. Creating Communication Agency
2.1.Why we need agencies
2.2.Building a sound agency strategy
3. Development of a communication strategy for a real brand
3.1. Analysis grid of the advertiser and the advertiser's briefing
3.2. Analysis of the briefing and preparation of a comprehensive proposal of communication
3.2.1 the online brand communication: website.
3.2.2 Managing brand presence on social networks
3.2.3. Planning of sales promotion measures
3.2.4. Planning an marketing action
3.2.5. Public relations planning
Demonstration of the Syllabus Coherence with the Curricular Unit's Objectives:
The syllabus is designed according to the objectives set for the course unit. In the first and second module, the student gets knowledge of the activity of a communication agency, earning solid knowledge about the mechanisms and strategies of running a communications agency. The third module, the student is encouraged to solve communication problems for a real company of the Portuguese market. The development of a communication strategy takes the students to solidify the knowledge obtained previously
Teaching Methodologies (Including Evaluation):
The classes have a theoretical and practical nature and they consist in carrying out various tasks within the framework of a communication agency, supported by solid theoretical knowledge, resulting from the exposure classes and required readings.
Students are evaluated, as agencies, by the final portfolio of papers, which must include:
1- Communication plan for the brand to work, with the following exercises:
Analysis of online communication of the brand (website and social networks) and proposals for improvement; Planning of sales promotion actions; Planning of a marketing action and Planning of Public Relations actions (50%)
2- Work of analysis of the webiste or facebook of given brand (50%)
Demonstration of the Coherence between the Teaching Methodologies and the Learning Outcomes:
The theoretical-practical nature classes and students confronted with real problems that exist in the daily work of an integrated communication agency, the methodologies are the acquisition of the objectives laid down for the course unit.
Cornelissen, J. (2017). Corporate Communication (5th ed). London, Sage Publications.
Gralpois, B. (2019). Agency Mania (2nd ed.) New York, Beaufort Books.
Luttrell e Capizzo (2018). The PR Agency Handbook. Sage Publications
Macarthy,A. (2019). 500 dicas de Marketing nas Redes Sociais. Lisboa, Editorial Presença
Mesquita, F. (2014). Comunicação Visual, Design e Publicidade. Lisboa: Media XXl, 2014. Biblioteca
Sabate, F. et al. (2014). Factors influencing popularity of branded content in Facebook, European Management Journal 32, pp. 1001-1011 b-on
Oliveira, C. M (2020) Marketing pós- digital. O Marketing à medida do ser humano. Actual/ Grupo Almedina.
Pickton, D. e Hartley B. (1998). ``Measuring integration: an assessment of the quality of integrated marketing communications''. International Journal of Advertising, 17 (4), pp. 447 - 465.