At the end of this curricular unit the student should be able to:
• Introduce the basic concepts of marketing
• Conceptually structure the theory of Marketing Communication and the variables of the communication mix
• Develop the capacity for practical application of the concepts
• Identify the concepts of culture, identity and image, as a process of the dynamic nature of organisations.
• Name the different tasks of a communications director
• Plan out a communication strategy;
• Plan a business model;
• Linking Creativity, Innovation and Competitiveness

Thematic unit 1 - From the business plan to the Business Model.
• Marketing as a management philosophy;
• Diagnostic and Market Analysis models;
• Strategic / Operational.
Thematic unit 2 -A Organization
• Market culture;
• Organizational identity.
Thematic unit 3 - Creativity and Innovation.
• From creative thinking to the process of innovation: a culture of entrepreneurship. Model Business Model Canvas and Finicia / iapmei.
• The Creative Industry;
• Concept and subsectors of activity;
• Differentiating characteristics and business models;
• The Creative Industry and its importance in the Economy: the creative clusters.
Thematic unit 4 - Communication Management and the strategic dimension of the Image
• Strategic Communication Component;
• Analysis of Marketing Communication Variables;
• From Marketing Strategy to Communication Strategy.
• Concepts and objectives of the Image Audit;
• Models of Corporate Image Quantification;
• Business Culture Assessment;
• Analysis of the Organization's Public Image.

Bilton, C. (2010). CreativeStrategy: Reconnecting Business and Innovation. Chichester, West Sussex: John Wiley &Sons.
Dionísio, P., Rodrigues, J. V., Faria, H., Canhoto, R. & Nunes, R. C. (2009). bMercator – Blended Marketing. Alfragide: Publicações Dom Quixote.
Flew, T. (2012). TheCreative Industries. Culture and Policy. London: Sage.