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.
Marketing and Advertising
5 ECTS / Semester / Portuguese