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Universidade Lusófona do Porto

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.



Videogames and Multimedia Design

Level of Qualification|Semesters|ECTS

| Semestral | 4

Year | Type of course unit | Language

3 |Mandatory |Português



Recommended complementary curricular units

Video Game Review and Analysis


Communication design


Planning and Management for Multimedia Projects

Professional Internship



1. Marketing fundamentals (marketing concept, value, and differentiation, etc.)

2. Marketing diagnosis (analysis)

3. Strategic Formulation

- Definition of objectives


 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


Develop a set of technical and conceptual skills of analysis and content management, which will allow establishing the correct market positioning and defining the best commercial communication strategy for a product of a multimedia project.


Prepare a SWOT analysis and define an SPT profile (Segmentation, Positioning and Target), in order to establish a more efficient commercial approach.


Define product marketing and communication strategies and develop an action plan to be implemented in this context.

Teaching methodologies and assessment

The classes are theoretical and practical, and the content of the syllabus is presented orally by the
teacher with occasional use of the projection of complementary audiovisual elements and hence discussion with
the students. Several practical exercises are carried out to consolidate the knowledge

The Assessment is continuous and consists in several exercises solving proposed during the semester
resulting in a final weighted average valuation with a total value of 18 points.
The remaining 2 points relate to the assessment of the participation and the work in the class made by
the students.The student must attend at least 70% of the classes.

The Exam is designed for students with a negative grade (less than 10 points) or for students who wish to
improve their grade. It consists in a pratical work proposal with similar complexity to the work done during
the continuous assessment, with a total weight of 20 values.


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.

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