Class Marketing and Advertising Workshop

In this Course, students will learn the basics of product communication and marketing strategies used in launching and management of that product on the market, advertising processes and techniques with aiming consumer appeal and correct commercial positioning. The focus is to apply this knowledge in the fields of videogames and multimedia apps.

Not applicable

1. Marketing fundamentals (marketing concept, value, and differentiation, etc.) 2. Marketing diagnosis (analysis) 3. Strategic Formulation - Definition of objectives - STP  4. Marketing Plan - Definition and structure - Mission and vision - Marketing mix 5. Communication and advertising strategies - Definition of a product communication policy and establish the basis for content development. - Know the main communication channels and advertising techniques available to the commercial appeal. 6. Advertising Communication - Advertising - Definitions, ratings, and functions - Creative processes - Principles and techniques of advertising creation - Advertising language - Content of the advertising message (title, text, signature) 7. Action Plan - Conceptualize an action plan framed in the marketing strategy measured for the communication of the product developed in the chair of Atelier of Video Games and Multimedia Products

Problem Based Learning

Arens, F. (2000). Publicidad. México: McGraw-Hill. Eguizábal, Raúl. (2011) Teoría de la publicidad. Madrid: Ediciones Cátedra. Ferreira, B., Marques, H., Caetano, J., Rasquilha, L. e Rodrigues, M. (2011). Fundamentos de Marketing. Edições Sílabo. Rasquilha, Luis (2009). Publicidade. Lisboa, Gestãoplus Edições. Ribeiro, Maria Belém (2018). A Comunicação Publicitária ¿ A relação das estratégias de mensagem com os referentes culturais. Universidade de Vigo.