Courses | Course

School: School of Technology and Management
Course: Marketing and Communication
Degree: Master
Course code: M210


ECTS: 90
Duration: 3 semesters


Qualifications:
- Holders of an undergraduate degree or legal equivalent, in the areas of Marketing, Communication and related areas;
- Holders of a school, scientific or professional curriculum, which is recognized as attesting to the ability to carry out this cycle of studies by the statutory competent technical-scientific body of the higher education institution where they intend to be admitted;
- Holders of a foreign higher academic degree, awarded following the 1st cycle of studies organized following the principles of the Bologna Process, by a State adhering to this Process, in the areas of Marketing, Communication and related areas;
- Holders of a foreign higher academic degree, which is recognized as satisfying the objectives of the degree by the statutory competent technical-scientific body, of the higher education institution where they intend to be admitted, in the areas of Marketing, Communication and related areas.


Learning objectives:
-Update knowledge acquired in the degree and provide advanced training in scientific fields related to Marketing and Communication, as well as opening doors for scientific research in this area;
-Develop specific knowledge of Marketing and Communication with its consequent interconnection and complementarity;
-Improve the ability to apply knowledge in concrete realities and develop creativity, autonomy and the ability to innovate;
-Provide the opportunity for individuals to create their own experiences and thereby offer customers higher value products, thus acquiring competitive advantages.


Incoming profile:
- Students in higher education undergraduate courses, preferably in the areas of Marketing and Communication with motivation to deepen knowledge and learn new techniques in the area of marketing and communication;
- Mastery of the English language, at spoken and written levels, revealing good group communication skills;
- Commitment to interact with different audiences and the ability to relate and work as part of a team;
- Ease of reasoning, in particular, logic and abstraction;
- Ability to use information technologies and good ability to learn new technologies in the area;
- Ability to organize and manage time, at different levels of complexity;
- Autonomy and responsibility in the execution of tasks;
- Ability to work as part of a team;
- Dynamic students who are curious and available for new development opportunities;
- Have a creative and innovative capacity.


Methodologies:
The proposal of teaching methodologies and didactics to the learning objectives of the curricular units is presented by the professors and checked by the elements of the scientific-pedagogical commission at the beginning of each semester. The scientific-technical council, when approving the programmes also reflects on the referred adaptation of the methodologies in particular when it is necessary to make any changes. A strong concern that underlies this study plan is related to the development of skills in terms of research, understanding and problem solving so that the student knows and applies methods of acquisition, selection, analysis and interpretation of information, to transmit them, through various means, with a high degree of autonomy and scientific rigour. There is a systematic didactic concern in adapting teaching methodologies to the specific objectives of the curricular unit and the Course through:
- Theoretical-practical expository method using audiovisual media;
- Case studies;
- Fidwork;
- Use of information technologies for learning;
- Availability of e-learning content.


Output profile:
- Professionals with mastery of Marketing and Communication tools to face the constant dynamics of markets and technological development;
- Excellent writing skills, ease in producing scientific research reports and articles and the formal establishment of written and verbal contacts, ability to transmit and disseminate ideas, taste for teamwork;
- Good verbal and written comprehension and expression skills in English;
- Professionals with the ability to analyze, research and interconnect the themes of Marketing and Communication applied to business realities;
- The domain of basic information technologies (text and PowerPoint production) and new techniques learned (SPSS, CRM, EndNote, among others);
- Ability to work in teams, to produce scientific articles and research papers;
- Students with proactive, entrepreneurial and creative attitudes which are appropriate and adapted to the diversity of existing contexts.


Career Opportunities:
Holders of a Master’s in Marketing and Communication will be able to practice in various fields of activity, thus enabling a wide range of professional opportunities, as well as the adaptability necessary to work in a key area for the development of institutions in the face of today's challenges:
- Marketing and Communication Manager;
- Market analyst;
- Product, Brand and Sales Manager;
- Communication, Merchandising and Advertising Manager;
- Store Manager and other commercial spaces;
- Social Media Manager;
- Marketing Consultant.


Course director:
Teresa Maria Monteiro Felgueira (Telf: 271 220 120; Ext: 1229; email: tfelgueira@ipg.pt) / Jorge Manuel Braz Gonçalves (email: jgoncalves@ipg.pt)

Programme


CodeUnitYearSemesterECTSGuide Course Unit
UGE1076 (Area: Communication) Strategic and International Marketing11º S5 Guide course unit
UGE1075 (Area: Communication) Research Methodologies in Marketing11º S5 Guide course unit
UGE1074 (Area: Communication) Applied Analysis of Consumer Behaviour 11º S5 Guide course unit
UGE1073 (Area: Communication) Argumentation and Persuasion11º S5 Guide course unit
UGE1072 (Area: Communication) Integrated Communication Campaigns11º S5 Guide course unit
UGE1071 (Area: Communication) Contemporary Models of Communication11º S5 Guide course unit
UGE1076 (Area: Marketing) Strategic and International Marketing11º S5 Guide course unit
UGE1075 (Area: Marketing) Research Methodologies in Marketing11º S5 Guide course unit
UGE1074 (Area: Marketing) Applied Analysis of Consumer Behaviour11º S5 Guide course unit
UGE1073 (Area: Marketing) Argumentation and Persuasion11º S5 Guide course unit
UGE1072 (Area: Marketing) Integrated Communication Campaigns11º S5 Guide course unit
UGE1071 (Area: Marketing) Contemporary Models of Communication11º S5 Guide course unit
UGE1070 (Area: Marketing) Relational Marketing12º S5 Guide course unit
UGE1069 (Area: Marketing) Social and Environmental Marketing12º S5 Guide course unit
UGE1068 (Area: Marketing) Branding12º S5 Guide course unit
UGE1067 (Area: Marketing) Pricing12º S5 Guide course unit
UGE1066 (Area: Marketing) Innovation, Creativity and Entrepreneurship12º S4 Guide course unit
G1068 (Area: Marketing) Seminars/ Project12º S6 Guide course unit
G1068 (Area: Communication) Seminars/ Project12º S6 Guide course unit
UGE1065 (Area: Communication) Design of Multimedia Support12º S5 Guide course unit
UGE1064 (Area: Communication) Publicity Creation and Media Planning12º S5 Guide course unit
UGE1063 (Area: Communication) Strategic Planning in Public Relations12º S5 Guide course unit
UGE1062 (Area: Communication) Communicational Innovation and Creative Processes12º S4 Guide course unit
UGE1061 (Area: Communication) Events, Consulting and Protocol12º S5 Guide course unit
MTG1015/G1142/MMC1000 Applied Project/ Professional Internship/ Dissertation21º S30 Guide course unit





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