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ISMAT 22541

Communication and Marketing Management

Human Resources Management
  • ApresentaçãoPresentation
    The Communication and Marketing Management course aims to provide students with an integrated view of the strategic role of communication and marketing in organizations, brands, markets, and relationships with different audiences. By the end of the semester, students should understand how organizational communication, strategic and operational marketing, digital channels, and decision support tools contribute to competitive positioning, value creation, and the sustainable development of organizations. This course is part of the field of applied management, linking conceptual foundations with practical applications in business and institutional contexts. Students are expected to develop critical analysis skills, the ability to select appropriate tools, understand emerging trends, and apply communication and marketing solutions tailored to real-world problems.
  • ProgramaProgramme
    CP1. Marketing and the marketing process 1.1. Core concepts 1.2. External, internal and integrated marketing management CP2. Marketing communication applied to HR 2.1. The scope of marketing communication 2.2. External and internal organizational communication 2.3. Corporate image, reputation and organizational identity 2.4. Human Resources Branding & Employer Branding
  • ObjectivosObjectives
    By the end of this course, students should be able to: i) Explain the relevance of communication and marketing in contemporary society, organizations, and consumer behavior; ii) Identify the main components of the infrastructure and tools that support communication and marketing, selecting them according to objectives and target audiences; iii) Describe trends, perspectives on the evolution, and impacts of digital transformation on communication and marketing; iv) Analyze the advantages, limitations, and implications of using different communication and marketing channels, platforms, and instruments; v) Apply communication and marketing concepts, methods, and tools to solving concrete organizational problems; vi) Understand the social, ethical, and legal aspects associated with communication, advertising, brand management, and digital marketing; vii) Use tools to support academic and professional work in the context of communication and marketing.
  • BibliografiaBibliography
    Brum, A. (1998). Endomarketing: Como Estratégia de Gestão: Encante Seu Cliente Interno. L & PM. Barrow, S., & Mosley, R. (2005). The Employer Brand: Bringing the Best of Brand Management to People at Work. John Wiley & Sons Ltd. Baynast, A., Lendrevie, J., Lévy, J., Dionísio, P., & Rodrigues, V. (2018). Mercator 25 Anos: O Marketing na Era Digital. Lisboa: Publicações Dom Quixote. Fill, C. (2011). Essentials of Marketing Communications. Financial Times Press. Kotler, P., & Keller, K. L. (2013). Administração de Marketing. São Paulo: Pearson. Kotler, P., Armstrong, G. (2018). Principles of Marketing (16th ed.). London: Pearson Education. Tench, R., & Yeomans, L. (2017). Exploring Public Relations: Global Strategic Communication (4th Ed.). London: Pearson.
  • MetodologiaMethodology
    ME1. Theoretical exposition of the main syllabus (CP);ME2. Works;ME3. Analysis and discussion of cases and simulations Continuous Evaluation Group - 40%: 30% - Communication and Marketing Plan, including 6 consecutive, weekly publications on social media BRAND TALENTATE*RH and respective analyzes and metrics; (non-compliance or non-publication implies a serious penalty in the group grade) Submission via Moodle until the last class 10% oral pitch - last class (grade = Yes/No, i.e. eligible or not eligible) Individual -60%: 30% Individual written assessment test 15% Attendance of the asynchronous course and obtaining the certificate, to be submitted via Moodle +1-page reflective essay https://www.udemy.com/course/employer-branding-as-bases-da-marca-employer EGPA Organizers (15%) GUIdelines: From 0 to 20 values- Zero= Absence of EGPA; up to 20, active participation NOTE. In ALL assessment items students must have a minimum score of 7. Final evaluation: Exame (100%)
  • LínguaLanguage
    Português
  • TipoType
    Semestral
  • ECTS
    5
  • NaturezaNature
    Mandatory
  • EstágioInternship
    Não