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IPLUSO 21880

Campaign Strategy and Planning

Digital Marketing
  • ApresentaçãoPresentation
    In an increasingly complex, volatile and noisy communication context, the planning and strategy of a marketing campaign are decisive skills to determine the success of investments in communication. This curricular unit presents a set of models and tools that allow understanding the planning process and simplifying decision-making from a strategic point of view.
  • ProgramaProgramme
    Module 1 - Introduction to campaign planning and strategy. Module 2 – Essential Marketing Models. Module 3 – Classic planning tools. Module 4 – Analysis of key indicators for analyzing the business situation. Module 5 - Market and target audience segmentation. Module 6 – Archetypes and personas. Module 7 – Marketing Strategies and Market Scenarios. Module 8 – Integrated marketing mix. Module 9 – Organization, planning and measurement of performance indicators.
  • ObjectivosObjectives
    . Study in detail the different stages of defining the strategy and planning of a Marketing campaign. . Define each phase of the planning process. . Characterize the different Marketing strategies. . Identify the different platforms and tools for defining and planning a Marketing campaign. . Enable students to plan and define a marketing strategy.
  • BibliografiaBibliography
    [Preencher APELIDO], [Preencher Primeiros Nomes] - [Preencher Título]. [Preencher Edição. Local de publicação :Editor, Ano de publicação. Descrição física. Série. ISBN)] [Preencher APELIDO], [Preencher Primeiros Nomes] - [Preencher Título]. [Preencher Edição. Local de publicação :Editor, Ano de publicação. Descrição física. Série. ISBN)  
  • MetodologiaMethodology
    Cooperative Learning: Students work in groups to achieve common goals, developing interpersonal and communication skills. Problem-Based Learning (PBL): Students are faced with real and relevant problems, looking for solutions together and developing diverse skills in the process.
  • LínguaLanguage
    Português
  • TipoType
    Semestral
  • ECTS
    5
  • NaturezaNature
    Mandatory
  • EstágioInternship
    Não