Marketing and Communication of Information


  1. Understand the functions and activities of marketing and organizational communication;
  2. Understand the basic principles of informational behaviour (profiles, needs, behaviours, lifestyles) in new communication paradigms;
  3. Understand and be able to apply the fundamental techniques of marketing to service management: promotion, advertising and public relations.

General characterization





Responsible teacher

Paula Alexandra Ochôa de Carvalho Telo


Weekly - 3

Total - 280

Teaching language



Available soon


Bell, A. (2009) Exploring web 2.0: second generation internet tools – blogs, podcasts, wikis, networking, virtual works and more. Georgetown: Katy Crossing Press.
Deegan, M.; Sutherland, K. (eds.) (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.
Kotler, P.; Keller, K. (2006) Marketing management. Upper Saddle River: Pearson Prentice Hall
KOTLER, P.; KARTAJAYA; H.; SETIAWAN, I. (2017) Marketing 4.0: do tradicional ao digital. Rio de Janeiro: Sextante, 2017.
NEVES, B. C.(2018) Marketing digital para instituições educacionais e sem fins lucrativos. New York: Amazon, 2018.

Teaching method

Presential classes, tutorials and students' autonomous work. The face-to-face classes will have a theoretical-practical character, consisting of a first moment of theoretical exposition of the themes, concepts and vocabulary specific to the area, followed by practical exercises, oral presentations and debates participated by the students.

Evaluation method

Attendance and Participation(10%), Individual and/or Group Work(45%), Individual commentary on texts (30%), Oral presentation to the class (15%)

Subject matter

1.Marketing and communication of information services. Marketing to non-profit organizations:

  • Creation and definition of marketing strategies;
  • Audiences;
  • Information services;
  • Strategy tools: promotion, advertising and public relations.

2.Marketing and communication of information:

  • Rights of access to information;
  • Tools and products for promoting and communicating information and metadata;
  • Literacy and user training.

3. The new paradigms of network communication:

  • New communication standards;
  • New content and the user "umer ". The user as a producer of metadata. New mediators.

4. At the service of strategy: production and communication of content for various media:

  • Production and publication of content in traditional media and on the Web;
  • Communication and Management of participation in Web platforms.

5. At the service of strategy: promotion, advertising and public relations:

  • Advertising campaigns;
  • Public relations and event organization.


Programs where the course is taught: