The overall objective of the course is:
- Make known the activity of media planning as a function of the communication and marketing process, as well as, establish the link between the concepts of media planning activity and the concepts of marketing performance evaluation.
The student will be able to identify the different stages of the planning process, from the strategic definition to the process of purchasing space and advertising time. You will be able to interpret the basic data from media studies and will know how to identify different communication strategies depending on the media actions carried out.
The student will also be able to:
- Select the appropriate communication media to carry out a campaign, according to the communication briefing objectives,
-Operate the main tactical planning software used in the Portuguese market.