Subject

Marketing Communication Techniques

4th SEMESTER / COURSE: ADVERTISING AND MARKETING

This course aims to validate the concept of communication marketing techniques, emphasizing its implicit adequacy and accuracy values as a condition of effectiveness. It is proposed to show that the multiplicity of communication techniques is a requirement of integrated communication tactics objectified in the strategic decisions of the communications mix.
At a theoretical level, students should get to know the origin and evolution of methodological resources that integrate the Advertising and other Marketing Communication Techniques as Direct Marketing, Promotions, Public Relations and Internet as a medium, as specific and specialized techniques that converge in meeting the objectives of Marketing, from the perspective of an integrated communication. At practical level students must be prepared to provide these resources in achieving the strategic objectives of communication.

 

RESPONSIBLE TEACHER:

Rosário Correia

TEACHER(S):

Rosário Correia