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IPLUSO 15488

Marketing Communication

Commercial and Sales Management
  • ApresentaçãoPresentation
    Understand the process of developing a brand-focused Marketing strategy Recognise how this process can be managed by an organisation to gain authority and visibility in the market
  • ProgramaProgramme
    Marketing Communication The Communication Mix The nature and functions of the brand – Company vs. Consumer The factors that shape the brand – Analysis and Performance Metrics The portfolio and the brand Brand image and awareness, esteem and familiarity Brand policies Types of strategies Main models of brand building Case analysis
  • ObjectivosObjectives
    Understand the differences between marketing, communication and branding Reflect on the Marketing strategy and how to implement it (in which channels) Communication strategies with branding as the key pillar
  • BibliografiaBibliography
    Kotler, P. (2024). Marketing 6.0: The future is immersive. Wiley. Sinek, S. (2011). Start with why: How great leaders inspire everyone to take action. Portfolio/Penguin. Aaker, D. A., & Joachimsthaler, E. (2000). Brand leadership. Free Press. Oliveira, C. (2020). Brand management na era digital e humana. Ideias com História.    
  • MetodologiaMethodology
    Expository method, group work in class, case studies for analysis at home, and interaction with guest companies.
  • LínguaLanguage
    Português
  • TipoType
    Semestral
  • ECTS
    5
  • NaturezaNature
    Mandatory
  • EstágioInternship
    Não