Recommended Prior Knowledge

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Objectives

The aim is for students to understand the concepts, disciplines, processes/techniques of communication and marketing (C&Mkt) in the institutional and organizational context across various types of organizations, highlighting the social economy aspect, as well as understanding the concept of entrepreneurship and its importance in contemporary society.

By the end, the student will be able to:

1. Understand the role of communication in the performance of cultural/social organizations

2. Recognize the domains and characteristics of social marketing and marketing for non-profit organizations

3. Know the specificities of communication in the conception, application, management, and evaluation of a C&Mkt strategy/plan;

4. Identify the main strategies, techniques, and disciplines of C&Mkt

5. Interact with communication technologies, tools, and products

6. Adopt an entrepreneurial attitude, developing creative capacity and problem-solving skills in communities with a focus on social innovation

Teaching Methods

Based on the guidelines of the ESE/IPS Pedagogical Model, it is proposed that the methodology adopted places the student at the centre of the teaching-learning process, while at the same time using active and practical approaches with the direct involvement of each student in their own teaching-learning process. As priority is given to the perspective of communication and marketing to influence social change, as well as the application of marketing to social causes, fundamentally linked to improving the quality of life and well-being of individuals and populations in areas such as environmental protection, health and safety, culture and citizenship, among others, the focus is on the connection to the context in relation to the community. Thus, using national and international examples of good practices through case studies and seminars proves to be very useful, with the social business model standing out (using the Social Canvas rather than the Business Model Canvas, for example). Thus, on the one hand, students are challenged to better understand their context by engaging with organisations that face difficulties and need solutions that fit within the curricular unit framework. On the other hand, they encounter concepts, techniques and procedures that enable them to devise and present solutions to the challenges listed, thus gathering potential for change (Theory of Change) by practicing social entrepreneurship in a safe environment for experimentation - mistakes are seen as learning opportunities. Techniques such as brainstorming and pitching will be used, among others, alongside fieldwork activities and contact with specialist professionals in the seminar component. Finally, in this course unit, students can reflect on their own teaching-learning process by creating a portfolio that they should fill with their discoveries and difficulties in the course unit's areas. In this way, by providing feedback, they are giving the teacher indications on how to improve the experience considering its specificities. In addition, problem-based learning and design thinking are carried out in stages, seeking to nurture creativity and problem-solving skills in a collaborative format with tutorial support inside and outside the classroom. Finally, regarding synchronous and asynchronous activities, in the latter case, preference is given to the use of tools that allow content to be explored independently, such as lessons available on distance learning platforms, such as Moodle. In the case of synchronous activities, it is preferable to ensure that students have access to Tutorial Guidance sessions to provide clarification and support throughout the course.

Internship(s)

Não

Syllabus

1. Introduction to Communication and Marketing (C&Mkt)

Fundamental concepts, historical evolution, fields of action

Current challenges of C&Mkt and management of social economy organizations

Social marketing, for non-profit organizations and applied to causes

2. From problem to solution

Entrepreneurial attitude and social innovation

The role of C&Mkt in the social business model

Ethical/legal limits

3. Defining the C&Mkt strategy/plan

From diagnosis to strategy, data analysis tools

C&Mkt plan

Key agents and elements: stakeholders, basic image elements

4. Specificities of the C&Mkt mix

Fundamental concepts, functions and objectives of communication and media disciplines

Products, processes, techniques and characteristics

Traditizonal marketing and digital marketing

5. anagement and evaluation of C&Mkt

Development of communication products

Strategy execution, resource management, Evaluation processes/techniques

Limitations and potential of funding

Content Explanation

Within the scope of this course unit, a diverse set of activities is proposed, leading each student to carry out, in practice, various learning experiences related to the syllabus content, with the aim of understanding the scope and usefulness of the concepts covered. As the focus of entrepreneurship is on the social aspect, emphasis is placed on community problems and the role of social innovation, using both marketing and communication to help resolve them. The syllabus enables students to establish relationships between the main concepts and developments in the field of knowledge under consideration and best-known practices. In line with the objectives of the course unit, it also enables them to identify the state of the art of useful tools alongside their own ability to implement them in a real or simulated context.

Methodology Explanation

The objectives of the course result primarily from the interrelationship between three fundamental areas: Communication, Marketing and Social Entrepreneurship, not only from the perspective of non-profit organisations, but also from the application of social marketing and causes by business entities concerned with corporate social responsibility. From this perspective, student-centred teaching is proposed to enable students to understand and experience the role of both communication and marketing (objectives 1 and 2), but also to ensure that they can identify the specificities of the areas under study, namely through group work (objectives 3 and 4). To this extent, it is expected that students will be able, on the one hand, to manage fundamental communication and marketing processes and tasks within the organisations in which they will exercise their profession and, on the other hand, to engage in appropriate dialogue with specialised organisations such as communication agencies in order to ensure the quality of communication and marketing campaigns and actions. This creates active learning scenarios in which students are invited to interact not only with technologies and communication tools, but also to experiment with creating communication pieces and content (objective 5), which challenge them to think about the domains of the study unit in a utilitarian but also strategic way, considering in a forward-looking manner the most appropriate configuration of these domains to increase the quality and results of their professional projects. In this way, practical activities are used that allow students to solve problems and apply knowledge, while promoting their autonomy, creativity and the applicability of the content learned (objective 6).

Responsible Lecturer(s)

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Bibliography

Alves, A. R., Pereira, R., & Bucha, A. I. (2015). Economia, gestão e empreendedorismo (1.a ed.). RH Editora

Arnaud de Baynast… [et.al.] (2018). Mercator: 25 anos: o marketing na era digital. Dom Quixote

Eagle, Lynne, (2013). Social marketing (1ª ed.). Harlow: Pearson

Hastings, Gerard, Angus, Kathryn, Bryant, Carol (Eds.). (2012). The SAGE handbook of social marketing. Sage

Kotler, Philip, Armstrong, Gary, Opresnik, Marc Oliver. (2018). Principles of Marketing. Pearson

Kotler, Philip, R. Andreasen, Alan. (1996). Strategic marketing for nonprofit organizations. Prentice Hall

Lee, Nancy R., Kotler, Philip, (2016). Social marketing: changing behaviors for good. Sage

Santos, C. O., … [et.al.]. (2011). Melhorar a Vida: Um Guia de Marketing Social. Alverca do Ribatejo, Fundação CEBI

Sarkar, Soumodip. (2014). Empreendedorismo e inovação. Escolar Ed.