Integrated Marketing Communications

Code

2337

Academic unit

Faculdade de Economia

Department

Área de Ensino

Credits

3.5

Teacher in charge

Paula Alexandra Pissarra de Araújo Rodrigues Rosado Hortinha

Teaching language

Inglês

Objectives

To present the main concepts in marketing communications, the perspective of an integrated approach to marketing communications and the practical and managerial views in marketing communications.

Subject matter

Overview of integrated marketing communications, the marketing communication plan, analysis of promotional program situation, positioning and targeting for marketing communication, marketing communication objectives and budget setting, creative strategy and media strategy, traditional advertising media, internet advertising and other advertising media, trade and consumer sales promotions, public relations and sponsorship, monitoring, evaluation and control, special topics: international, regulation and ethical perspectives and career in marketing communications.

Courses

• Economia
• Finanças
• Gestão