CURRICULAR UNIT - ELEMENTS OF AUDIOVISUAL AND MULTIMEDIA LANGUAGE
Academic Year: 2020 / 2021
1st Year – 1st Semester
Código UC nº 61005
OBJECTIVES AND COMPETENCES TO BE DEVELOPED
This unit intends to provide the student with an approach to the world of Image, Sound, Editing, Story Telling, stimulating the different models of communication in multimedia. Students are supposed to be sensitive to the plastic elements of Audiovisual and Multimedia Language, as well as its inter-actions. At the end of the unit, the student should know the models and main processes involved in visual image, its analysis and representation.
PROGRAM CONTENTS
The different elements of visual image. Types and styles. Optical illusions. Analysis of visual messages. The strategies of a visual language. The iconic representation through History. Visual techniques: communication strategies. Audiovisual concepts. Main principles and rules for audiovisual communication. Space representation: perspective, volumetry, lenses and angles, in and outside an image. Shots: scales, angles and movements. Editing mechanisms. Story telling: adapted and original scripts. Synopsis, characters, dialogue, scene, sequence, act and film. Narrative and dramatic time.
CURRICULAR UNIT - DIGITAL IMAGE PROCESSING
Academic Year: 2020 / 2021
1st Year – 1st Semester
Código UC nº 61011
OBJECTIVES AND COMPETENCES TO BE DEVELOPED
UC aims to provide students with skills in the field of image processing tools and vector editing through appropriate software. Seek to develop in student’s methodologies in planning, design and project editing.
Objectives:
- - analyse images and adjust output formats: digital publishing, multimedia and web design;
- - fundamental tools in the creation of vector designs: objects, colour, text;
- - rationalize use vector design;
- - database, management and image processing;
- - formats, size and digital resolution most suitable to the function;
- - fundamental tools in image processing: “Layers”, selections, masks, “smart objects” and filters;
- - key functions in image processing: management and colour correction, black and white, contrast, sharpness and colour appearance, histograms and set styles;
- - Retouch images, adapted to various types of functions: fashion, portrait, product, architecture and landscape.
PROGRAM CONTENTS
Vector software:
- - vector images;
- - interface functions: workspaces and artboard, layers, Bezier points and Bezier curves with paths, manage typography and colour (RGB, CMYK, Hexa, Pantone);
- - manage objects: groups, combine objects with pathfinder and shape, clipping mask, images, compound path and stroke;
- - Work with brushes, graphic styles and other effects;
- - Formats: ai, pdf, eps.
Bitmap software:
- - Digital and analog image;
- - Formats, resolution and interpolation images in pixels;
- - Colour management: models, spaces and colour measurement, white balance, neutral, shades, skin tones, known colours and images to black and white;
- - edit mode non-destructive: smart objects, layers and set filters;
- - cut and select objects with the use of masks: draw vectors paths, shape tool and channels;
- - manipulate images: cloning, correct imperfections and improve clarity;
- - formats: psd, tif, jpg, gif, png, eps, pdf.
CURRICULAR UNIT - STRATEGIC MARKETING
Academic Year: 2020 / 2021
1st Year – 2nd Semester
Código UC nº 61008
OBJECTIVES AND COMPETENCES TO BE DEVELOPED
The discipline of Strategic Marketing aims to provide students with the knowledge of the main techniques of Strategic Planning in Marketing, from the description and analysis of the markets to the selection of the target segments in the market and the positioning in each selected segment.
It should also provide the student with the ability to make strategic decision of companies, not only understanding the vision, mission and objectives of the company, but also being able to contribute to the definition of the strategy to be adopted.
PROGRAM CONTENTS
1. Market description and analysis
- - market typology
- - quantification of markets
- - market, product and brand life cycles
- - description of the immediate environment
- - competition analysis: success factors, competitor advantages and SWOT
- - portfolio analysis: BCG matrix
2. Market segmentation and selection of target segments
- - selection of criteria and segmentation variables
- - segmentation diagram
- - quantification and qualification of segments
- - criteria for selection of target segments
3. Positioning
- - brand and product positioning
- - definition of differentiation axes
- - positioning maps
- - positioning strategies
4. Strategic management and decision
- - vision, mission and objectives
- - decision processes
- - the strategic management and potential of the company
5. The strategic dimensions
- - technical and economic dimensions
- - socio-political dimensions
6. Strategic analysis
- - methods of competitive analysis
- - industrial analysis
- - technology analysis
- - analysis of the potential of the organization
7. Strategic movements
- - intra-industry strategies
- - inter-industry strategies
- - inter-company strategies
- - internationalization strategies
CURRICULAR UNIT - BRAND MANAGEMENT
Academic Year: 2020 / 2021
1st Year – 2nd Semester
Código UC nº 61009
OBJECTIVES AND COMPETENCES TO BE DEVELOPED
The discipline of Brand Management has for objective to promote the building of technical tools that will help add value to the brand or brands of the company, providing, through these, value to the company. The chief purpose of this discipline is to provide a comprehensive and up-to-date treatment of the subjects of brand, brand equity, and brand management.
PROGRAM CONTENTS
1. The brand in the corporate strategy
- - the brand and its functions
- - types and brand strategies
2. The distinctive features of the brand
- - creation
- - naming
- - the logo
- - the slogan
- - the identity
3. The value of the brand
- - the brand as an intangible asset in the long-term
- - the value of a brand name
- - the evaluation of the brand
4. Vectors of brand management
- - positioning
- - scope
- - symbolic dimension
- - consistency
- - durability
5. Changes in the brand
- - selecting the brand type
- - repositioning the brand
- - the rebranding
- - brand extension
- - acquisition of brands
- - alliances of brands
- - liaison with distributors
CURRICULAR UNIT - COMMUNICATION DESIGN
Academic Year: 2020 / 2021
1st Year – 2nd Semester
Código UC nº 61012
OBJECTIVES AND COMPETENCES TO BE DEVELOPED
Thediscipline of Communication Design aims to allow the student to contribute in the creation and adaption of the graphic image inherent to the brands that they will work. Should grasp basic concepts of image manipulation and content creation, through all stages of the process related to the building a brand. They should learn the main features of vector drawing software and image editing software, understanding the importance of the image adopted by the brands, creating elements that correlate them.
PROGRAM CONTENTS
1. Communication
- - introduction to communication
- - communication process
- - communication model of Lasswell
- - other communication models
- - communication`s relationship with new technologies
- - communication through new technologies
2. Design
- - meaning of Design
- - visual culture
- - aesthetic paradigms and new forms of medition
- - creative compositions
- - graphic expression
- - typography
3. Processes and supports
- - new media
- - colour and image
- - colour psychology
- - digital creation
- - vectorial drawing
- - spatial organization and ergonomics
- - graphic tools
- - image capture
- - photography and image processing
- - printing and web
4. Project development
- - essential techniques
- - production tools
- - procedural methodology
- - rules and standards in production
- - graphical interface at a user`s perspective
- - layouts and prototypes
CURRICULAR UNIT - MARKETING COMMUNICATION
Academic Year: 2020 / 2021
2nd Year – 1st Semester
Código UC nº 61013
OBJECTIVES AND COMPETENCES TO BE DEVELOPED
At the end, students should:
- The discipline of Communication in Marketing aims to deepen the techniques and concepts associated with the communication strategy in organizations.
PROGRAM CONTENTS
- The effectiveness of marketing communication
- - the credibility of the issuer
- - the message evaluation paths by the receiver
- - audience measurement
- - communication for consumer loyalty
- - the advantages of interpersonal communication
The media communication strategy
- - communication channel and media selection
- - sizing of communication in the media
- - ways of contracting and using communication channels
- - the copy strategy
- - planning and monitoring an advertising campaign
Communication strategy at the point of sale
- - promotions
- - merchandising
Direct marketing
- - strategies and means of direct marketing
- - planning and monitoring a direct marketing campaign
Public relations
- - concept of public relations
- - communication with the various stakeholders
- - sponsorships
- - corporate patronage
B2B communication
- - business cultures and communication styles
- - partnerships and network communication
- - proposals and budgets in the organizational market
- - events: fairs, presentations, conferences and workshops
CURRICULAR UNIT - INTERNATIONAL MARKETING
Academic Year: 2020 / 2021
2nd Year – 1st Semester
Código UC nº 61016
OBJECTIVES AND COMPETENCES TO BE DEVELOPED
General Objectives
At the end of the semester and with the conclusion of the course students will:
- a) possess the conceptual and empirical knowledge to understand the new paradigm of information and international marketing in the age of globalization.
Specific Objectives
- b) be able to frame the concept of economic intelligence and global marketing in the face of new economic, cultural and social realities on a planetary scale
- c) Know the main mechanisms and manoeuvres of economic intelligence and global marketing of companies, large, medium and small with regard to international markets.
Skills to acquire
- Master the aspects that determine marketing tasks in the face of internationalization conditions. Know how to develop an internationalization plan
PROGRAM CONTENTS
1 - Introduction to International Marketing
- Marketing concepts; Value creation; Management Guidelines
2 - Global Economic Environment
- Trends of the international economy; economic systems and resource allocation; economic freedom index; development stages
3 - Regulatory, Political and Legal Environment
- Legislation and political risk; Taxes; Regulatory environment
4 - Global Cultural Environment
- Society and culture; Cultural classifications; Live and work abroad; Cross-cultural complications
5 - International Customers
- Main regional markets, their characteristics; Diffusion theory
6 - Global Information System
- Global marketing information system; Types of Search and Sources of Market Information;
7 - Targeting, Targeting and Global Positioning
- Market sharing criteria; positioning approaches; international campaigns
8 - Input Mode and International Expansion
- Market entry decision criteria; expansion criteria
9 - Competitive Analysis and International Strategy
- Porter models for competitive and competitive analysis; the concept of “hypercompetition”
10 - Product Decisions
- Local, national and global products; Product Strategies
11 - Price Decisions
- Price basics; international price adjustments; impact of the envelope on price
12 - Distribution Decisions
- Channel Strategies for Entering New Markets
13 - Communication Decisions
- Local options; Choice of partners; Publicity; Reputation
14 - Leadership and International Responsibility
- Developing the international organization; Sustainability and corporate responsibility
15 - The future of international marketing
- Technological and consumer convergence;