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 2020-2021’s academic year)

The course’s structure is composed by eight compulsory curricular units and eight optional ones.

1st Semester
ECTSHoursScientific Area
Brand Strategy
52EPM
Content Marketing
52EPM
Branding & Design
52EPM
Methodology and Research
52CS
OPTIONS (CHOOSE 2)
Audio Branding
52EAM
Brand Copywriting
52EPM
Customer Centric Marketing
52EPM
Media Strategy
52EPM
2nd Semester
ECTSHoursScientific Area
Innovation, Technology and Society
52CS
Creativity and Storytelling
52EPM
Social Media Strategy
52EPM
Digital Brand Performance
52EPM
OPTIONS (CHOOSE 2)
Brand Experience & Activation
52EPM
Brand Video Content
52EPM
New Consumers, New Consumptions
52CS
Gamification Experience
52EAM

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.