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.

General characterization





Responsible teacher

Luís Filipe Gama Proença Veríssimo dos Santos


Weekly - Available soon

Total - 280

Teaching language



Available soon


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.

Teaching method

The teaching method is predominantly theoretical and practical, including case studies, with analysis and examples of good practice practice.

Evaluation method

2 practical work, each worth 50%(100%)

Subject matter

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: