Marketing and Information´s Communication
Code
722051370
Academic unit
Faculdade de Ciências Sociais e Humanas
Department
Formação ao Longo da Vida
Credits
10
Teacher in charge
Paula Ôchoa
Weekly hours
4
Teaching language
Portuguese
Objectives
a) To understand organizational communication and marketing functions and activities
b) to comprehend main principles of informationl behviour (profiles, needs, behaviours, life styles) in the new communication paradigms
c) To understand and be able to apply the marketing fundamental tecniques to services management: promotion, advertising and public relations
Prerequisites
Not applicable
Subject matter
1.Marketing and information services communication
Marketing to non-lucrative organizations
Creation and definition of marketing strategies
Publics
Information service
Strategy tools: promotion, advertising and public relations
2.Marketing and information communication
Rights of access to information
Tools and products of promotion and communication of information and metainformation
Literacies and users´ education
3. The new paradigms of network communication
New patterns of comunication
New contents and the prossumer. User as metainformation producer.New mediators
4. The service strategy: prodution and communication of contents to several media
Prodution and edition of contents in traditional media and in the web
Comunication and particiption management in web platforms
5. Strategy service: promotion, advertising and public relations
Adverstising campaigns
Public relations and events organization
Bibliography
Bell, A. (2009) Exploring web 2.0: second generation internet tools blogs, podcasts, wikis, networking, virtual works and more. Georgetown: Katy Crossing Press
Deegan, M.; Sutherland, K. (eds.) (2009) Text editing, print and the digital world. Aldershot: Ashgate
Gronroos, C. (2007) Service management and marketing customer management in service competition. Chichester: John Wiley.
Kotler, P.; Keller, K. (2006) Marketing management. Upper Saddle River: Pearson Prentice Hall
Teaching method
Lectures, tutorials and independent student work. The classes will have a theoretical and practical nature, consisting of a first moment of theoretical exposition of themes, concepts and vocabulary specific area, followed by practical exercises, oral presentations and discussions participated by students.
Evaluation method
The evaluation will be based on the following weighting:
- Written research work in group, Max. 20 pages (45%), oral presentation to the class (15%);
- Review of individual texts (30%) and participation (10%) in the classroom.