Curricular Unit:			Code:
Great Themes of Marketing and Strategic Communication			874GTMC
Year:	Level:	Course:	Credits:
1	Doctorate	Information Sciences (Systems, Technology and Information Management)	3 ects
Learning Period:		Language of Instruction:	Total Hours:
		Portuguese	39
Learning Outcomes of the Curricular Unit:
Update and deepen knowledge on the main epistemological and scientific paradigms that currently influence the research in the field of Marketing and Strategic Communication; Providing a broad reflection on the role of Marketing and Communication in organizations and assess their current impact on said societies of knowledge and information; Develop the knowledge and skills of students in relation to resources and research tools, retrieval and sharing of scientific information and communication; Develop critical and analytical capacity
Syllabus:
Evolution of the scientific field in Marketing and Strategic Communication. Epistemological questions; Marketing and Communication 3.0; New media; Marketing, Design and Innovation; Marketing, Sustainability and Development; Major Trends in Marketing and Strategic Communication
Demonstration of the Syllabus Coherence with the Curricular Unit's Objectives:
The resource to teaching methodologies based on the exposition of theoretical and practical knowledge and on critical and reflexive reading provides the necessary tools for the mastering of the different research methods and to the accomplishment of an original project of doctoral thesis.
Teaching Methodologies (Including Evaluation):
Teaching methodology will include theoretical exposition, research, reading and discussion of specific bibliography, thematic debates and critical reflection. Assessment will be continuous and based on the degree of involvement and accomplishment of activities proposed, and will require the submission of a research paper.
Demonstration of the Coherence between the Teaching Methodologies and the Learning Outcomes:
The resource to teaching methodologies based on the exposition of theoretical and practical knowledge and on critical and reflexive reading provides the necessary tools for the mastering of the different research methods and to the accomplishment of an original project of doctoral thesis.
Reading:
JARDIM, J. e Franco, J. (2019), Emprendipédia: Dicionário de Educação para o Empreendorismo. Lisboa: Gradiva. KAWASAKI, G. (2004), The Art of the Start: The Time-tested Battle – Hardered Guide for Anyone Starting anything, Penguin Books, USA. OSTERWALDER, A. & Pignuer, Y. (2010), Business Model Generation. USA: John Wiley & Sons. PRIESTLEY, D. (2018), Entrepreneur Revolution: How to Develop your Entrepreneurial Mindset and Start a Business that works. UK: John Wiley & Sons.