-
Presentation
Presentation
The course unit Media Planning aims to provide students with knowledge in the area of advertising media management, media plans optimization and its effectiveness assessment.
-
Class from course
Class from course
-
Degree | Semesters | ECTS
Degree | Semesters | ECTS
Bachelor | Semestral | 5
-
Year | Nature | Language
Year | Nature | Language
2 | Mandatory | Português
-
Code
Code
ULHT24-7049
-
Prerequisites and corequisites
Prerequisites and corequisites
Not applicable
-
Professional Internship
Professional Internship
Não
-
Syllabus
Syllabus
Media Planning Concepts Advertising media characterization: Television Digital Media (Social Networks, Search, Display Ads) Outdoor advertising Radio Press Cinema Marketing Research applied to Media Planning Planning and implementing a media strategy
-
Objectives
Objectives
It is intended that students can analyze, understand, distinguish and interconnect the various agents and stages of the processes of marketing communication and media planning, in order to apply them in a advertising media proposal. - Know the different stakeholders in the marketing communication process. - Understand the roles of the different advertising media supports. - Manage the different steps to develop a media plan. - Evaluate the effectiveness of an advertising campaign.
-
Teaching methodologies and assessment
Teaching methodologies and assessment
The adopted methodology values the articulation between a theoretical approach and a more practical action. Seeking to present and develop the syllabus contents through the use of expository theoretical-practical sessions, analysis and discussion of program themes based on actual advertising communication examples. The evaluation process is continuous and student's intervention in class is valued. The evaluation process will have: Individual assessment test (50%), Practical work (40%), Class participation and challenges made by teacher (10%) Final Assessment: students who do not succeed in the continuous evaluation can take exams in the assessment schedules defined by the institution.
-
References
References
Surmanek, J. (1985). Media planning. Ntc Business Books. [Young, A. (2010). Brand Media Strategy. Palgrave Macmillan. What we know about programmatic advertising | WARC. (n.d.). Www.warc.com. https://www.warc.com/content/article/bestprac/what-we-know-about-programmatic-advertising/107975
-
Office Hours
Office Hours
-
Mobility
Mobility
No
