Branding and Content Marketing

ESCS, in partnership with BAR Ogilvy, introduces the Post-Graduation Course in Branding and Content Marketing.

Aiming to give continuity to its educational project, ESCS partners with BAR Ogilvy, a group of companies specialized in different marketing communication areas, to create, together, a new post-graduation course, in Branding and Content Marketing.
The aim of this partnership reflects the School’s strategy regarding an approach to the corporate market, combining, in a single formative offer, the theoretical/conceptual and practical/experimental dimensions.

Director of the Course: Prof. Rosário Correia

STUDY PROGAMME
(for 2019-2020’s academic year)

The course’s structure is composed by seven compulsory curricular units and five optional ones.
The optional curricular units are organized in order to ensure two optional paths: Brand Journalism and Brand Planning.

1st Semester
ECTSHoursScientific Area
Brand Strategy
52EPM
Content Marketing
52EPM
Digital Communication Platforms
52EPM
Methodology and Research
52CS
OPTIONS • OPTIONAL PATH IN BRAND JOURNALISM
Brand Video Content
52EPM
Advertising Photography
52EPM
OPTIONS • OPTIONAL PATH IN BRAND PLANNING
Digital Marketing Strategy & Planning
52EPM
User Experience Design
52EAM
2nd Semester
ECTSHoursScientific Area
Innovation, Technology and Society
52CS
Online Business Brands and Models
52EPM
Creativity and Storytelling
52EPM
OPTIONS • OPTIONAL PATH IN BRAND JOURNALISM
Brand Copywriting
52EPM
Brand Editorial Content
52EPM
Esthetical Sound Concepts
52EAM
OPTIONS • OPTIONAL PATH IN BRAND PLANNING
Brand Activation
52EPM
Brand Design
52EPM
New Consumers, New Consumptions
52CS

The curricular units Brand Activation, Digital Marketing Strategy & Planning and New Consumers, New Consumptions are optional in Advertising and Marketing’s master’s course.

Academic staff:
The course is taught by specialized teachers from both entities (ESCS and BAR Ogilvy).

Internship at BAR Ogilvy:
Throughout the course, every three months, BAR Ogilvy will choose three to four students to an internship mentored by company’s professionals.

Course duration:
The course has a duration of one academic year, corresponding to 60 ECTS.

Course objectives:
The post-graduation course in Branding and Content Marketing has as objectives:
• Acquiring knowledges and competencies about communication and digital contents’ management, particularly in what concerns social media;
• Acquiring knowledges and competencies about content production for multi-platform environments;
• Developing competencies considering brand’s strategic planning and multi-platform creative communication;
• Acquiring knowledges about new consumptions, allowing the identifying of emergent market tendencies;
• Developing leadership and communication strategic planning skills in digital environments, as well as skills for motivating creative teams.