Marketing and Information´s Communication - 1st semester


1. To understand organizational communication and marketing functions and activities
2. to comprehend main principles of informational behaviour (profiles, needs, behaviours, life styles) in the new communication paradigms
3. To understand and be able to apply the marketing and information communication fundamental techniques to services management: promotion, advertising and public relations

General characterization





Responsible teacher

Paula Ôchoa


Weekly - 3 letivas + 1 tutorial

Total - Available soon

Teaching language





Deegan, M., Sutherland, K. (2009) Text editing, print and the digital world. Aldershot: Ashgate
Gronroos, C. (2007). Service management and marketing – customer management in service competition. Chichester: John Wiley.
Gupta, D K. (Ed.). (2006) Marketing Library and Information Services: International Perspectives.Munich: K. G. Saur, 2006.
Kotler, P.& Keller, K. (2006). Marketing management. Upper Saddle River: Pearson Prentice Hall.
Lovelock, C; Wirtz, J (2007) Services marketing, people, technology, strategy. 8ed. New Yok: Pentice Hall
Merrino, M. J; Yaguez, E.(cood.)(2012) Nuevas tendencias en investigación y marketing. Madrid: ESIC.
Scott, D. (2010). The New Rules of PR and Marketing: How to Use Social Media, Blogs, News Releases, Online Video, and Viral Marketing to Reach Buyers Directly. New Jersey: John Wiley
Steiner, S.(2012) Strategic planning for social media in libraries. Chicago: ALA
Theaker, A.; Yaxley, H. (2012). The Public Relations Strategic Toolkit. London: Routledge

Teaching method

Lectures, tutorials and independent student work. The classes will have a theoretical and practical nature, consisting of a first moment of theoretical exposition of themes, concepts and vocabulary specific area, followed by practical exercises, oral presentations and discussions participated by students.

Evaluation method

The evaluation will be based on the following weighting:
- Written research work in group, Max. 20 pages (45%), oral presentation to the class (15%);
- Review of individual texts (30%) and participation (10%) in the classroom.

Subject matter

1. Marketing and information services communication
a. Marketing to non-lucrative organizations
b. Creation and definition of marketing strategies
c. Publics, audiences and stakeholders
d. Information service
e. Strategy tools: promotion, advertising and public relations
2. Relationship marketing
a. Tools and products of promotion and communication of information and metainformation
3. The new paradigms of network communication
a. New patterns of communication
b. New contents and the “prossumer”. User as metainformation producer. New mediators. Storytelling
4. The service strategy: production and communication of contents to several media
a. Production and edition of contents in traditional media and in the web
b. Communication and participation management in web platforms
5. Strategy service: promotion, advertising and public relations
a. Advertising campaigns
b. Public relations and events organization


Programs where the course is taught: