Curricular Unit:			Code:
Marketing, Advertising and Market			1004MPMC
Year:	Level:	Course:	Credits:
1	Postgraduate	Marketing, Advertising and Design for SME	3 ects
Learning Period:		Language of Instruction:	Total Hours:
		Portuguese/English	39
Learning Outcomes of the Curricular Unit:
This course unit aims to promote theoretical and practical knowledge about Marketing, Advertising and Market; demonstrate the integration of the different themes addressed by providing tools for their practical application. Finally, provide the models and instruments that allow the student to continue autonomous learning throughout life. Competences to be developed: at the end of the curricular unit the student should master the knowledge about Marketing, Advertising and Market in order to be able to apply them in practice, both at the research level and at the company level. Specifically know how to integrate knowledge in order to solve problems within the scope of Marketing, Advertising and Market. Develop the ability to communicate their knowledge in academic and business contact. And finally keep learning about Marketing, Advertising and Market throughout life, and develop an autonomous application of this theme.
Syllabus:
1. The company and its structure 2. The market and competition 3. Marketing Strategy 4. Brand strategic platform 5. Online and offline communication strategy
Demonstration of the Syllabus Coherence with the Curricular Unit's Objectives:
The contents of each teaching unit approach the theoretical and practice perspectives in the areas of Marketing, Advertising and Market, promoting thus the acquisition and integration of concepts and techniques related to these areas, seeking to convey a set of tools for practical application in tune with the reality of today's market landscape.
Teaching Methodologies (Including Evaluation):
The theoretical and practical classes will consist of exhibition concepts and techniques related to Marketing, Advertising and Market, based on the literature of the course. The assessment of knowledge acquired will be done through an indivudual work with theoretical and practical contents.
Demonstration of the Coherence between the Teaching Methodologies and the Learning Outcomes:
Since this is a theoretical and practical curriculum unit, the method used seeks to fulfill these two strands. Lectures allow a conceptual and technical approaches throughout the course component. The practical application component is exercised in group work, always under the supervision of teachers.
Reading:
AAKER, D. (2014), AAKER on Branding: 20 Principles That Drive Success. NY: Morgan James Publishing. KELLER, K., Parameswaran, A. & Jacob, I. (2015), Strategic Brand Management Building, Measuring, and Managing Brand Equity. Pearson Prentice Hall. KOTLER, P. (2017). Marketing 4.0: mudança do tradicional para o digital. Coimbra: Conjuntura Actual. LINDSTROM, l. (2013). Brand sense. Gestão Plus. MARQUES, V. (2018). Marketing digital 360. Lisboa: Conjuntura Atual Editora. MESQUITA, F. (2014). Comunicação Visual, Design e Publicidade. Lisboa: Media XXI. WHEELER, A.. (2018), Designing Brand Identity: An Essential Guide for the Whole Branding Team. New Jersey: John Wiley & Sons.