Strategic Communication in Culture
Know the fundamental concepts of marketing communication and the main tools of integrated marketing communication;
Discuss the concept of brand applied to integrated marketing communication;
Be able to apply the communication model in a cultural and creative brand, project or institution;
Recognize the need for strategy and creativity in the integrated communication of a brand, project or cultural institution.
Luís Filipe Gama Proença Veríssimo dos Santos
Weekly - Available soon
Total - 280
FILL, C, (2003), Marketing Communications: Principles and Practice, 3rd edition, Pearson Education/Prentice Hall.
VEKSNER, S. (2010). How to Make It as an Advertising Creative. Londres: Laurence King.
HILL, S, Rifkin,G, (2000), Radical Marketing: From Harvard to Harley, Lessons from Ten That Broke the Rules and Made It Big, Haper Collins Publishers.
KITCHEN, PJ, (2001), Marketing Communications: Principles and Practice, Thomson Learning.
LENDREVIE, J. et al (2010), Publicitor - Comunicação 360, online, offline, Lisboa, Pub. Dom Quixote.
PICKTON, D e Broderick, A, (2005), Integrated Marketing Communications, 2nd edition, Pearson Education, Prentice Hall.
The teaching method is predominantly theoretical and practical, including case studies, with analysis and examples of good practice practice.
2 practical work, each worth 50%(100%)
In the midst of the loud noise of communication, the fragmentation of audiences, the numerous contact platforms, communicating a message effectively to a specific audience is a challenge. Strategic communication is a specialized tool to get what matters to those interested. The main topics of this course are:
a) marketing and integrated marketing communication; b) the brand, integrated communication and audiences; c) insightology and strategic planning in communication; d) new trends in marketing and communication; e) creativity, means and communication media.
This course also includes a laboratory part with examples, exercises, analysis of real cases of cultural communication, and development of an integrated communication project in the area of culture.
Programs where the course is taught: