In this curricular unit, the fundamentals of marketing and digital marketing will be addressed, considering the specificities of the creative and cultural industries, including the identification and capture of the audience; strategic and operational marketing; international marketing and strategies for international expansion. The advertising communication component will include from the basic concepts of advertising up to current issues including social networks, media, content branding (brand through content) and storytelling. Key concepts of market research will also be addressed, including methodologies and types of studies for analysing consumer behaviour, as part of an understanding of the importance of market research in the strategic orientation of modern organisations, namely in the creative and cultural industries.