Marketing and Advertising

5 ECTS / Semester / Portuguese
The aims of this curricular unit are: provide a framework for academic and professional fields of intervention in the strategic and operational dimensions of Marketing; provide knowledge on the academic field of intervention and professional advertising, its techniques and its campaigns, as well as the context within the Marketing Strategy; build a Creative Plan and the inherent transformation of the Business Briefing into the Advertising Debriefing; apply the integrated knowledge surrounding the areas of intervention of Marketing and Advertising to the needs of context analysis, competition and market segmentation criteria, positioning, targeting and market repositioning.


Assistant Professor
Patrícia Tavares holds a PhD in Management from ISEG - Lisbon School of Economics and Management (University of Lisbon), and is an Assistant Professor at the…