Marketing Communications
Objectives
-
Introduce the key Marketing Communications (Advertising & Promotion)
theory, ideas, and practices, with the core theme of delivering benefits to
customers, preparing you to develop a Communications plan in the current
digital media environment.
-
Show how Integrated Marketing communications programs follow a planning process
addressed in the curricular unit and are executed via implementation tactics
discussing concrete case studies.
- Discuss
implementation examples using the framework
General characterization
Code
14220
Credits
3
Responsible teacher
Pedro Gardete
Hours
Weekly - Available soon
Total - Available soon
Teaching language
Portuguese | English
Prerequisites
Available soon
Bibliography
- John R. Rossiter, Larry Percy, Lars Bergkvist (2018), Marketing Communications, Objectives, Strategy, Tactics. Sage Publications Ltd
? Larry Percy & Richard Elliott (2016), Strategic Advertising Management, 5th ed. Oxford University Press
? Patrick De Pelsmacker, Maggie Geuens, Jori Van den Bergh (2017) Marketing Communications, a European Perspective, 6th ed. FT Prentice Hall
- Sunil Gupta, Joseph Davin (2019), Digital Marketing, Core Curriculum Reading, Harvard Business Publishing
? John Rossiter & Larry Percy (1997), Advertising and Promotion Management 2nd ed. New York, McGraw Hill
-Les Binet, Peter Field (2017), Media in Focus, Marketing Effectiveness in the Digital Era, IPA Publication, with Google and Thinkbox
- Sunil Gupta (2018), Driving Digital Strategy, chapter 9, Harvard Business Review Press
-Kearon, Ewing, Wood (2017) System1, Unlocking Profitable Growth, System 1 Group PLC
Teaching method
The curricular unit will be a mix of theory, cases and discussions. A hands-on approach to the subject will be used with many examples and material from the field.
Evaluation method
The
evaluation will be based on an individual work (75%) and participation/
attendance (25%)
Subject matter
Marketing
Communications
1.
Concepts and Marketing Objectives
2.
Selection of target Audience, action objectives and customer understanding
3.
Communication Objectives and Brand Positioning
4.
Creative Strategy and Execution
5.
Media strategy in a Digital environment
6.
Campaign tracking and evaluation