Integrated Marketing Communication

Universidade Católica Portuguesa

Course Description

  • Course Name

    Integrated Marketing Communication

  • Host University

    Universidade Católica Portuguesa

  • Location

    Lisbon, Portugal

  • Area of Study

    Communication Studies, Marketing

  • Language Level

    Taught In English

    Hours & Credits

  • ECTS Credits

  • Recommended U.S. Semester Credits
  • Recommended U.S. Quarter Units
  • Overview


    At the end of this course unit, the student should be able to:

    ▪ Understand the importance of studying Integrated Marketing Communications.

    ▪ Acquire theoretical/practical knowledge and develop practical and analytical skills in Integrated Marketing Communications, to be able to carry out its planning, implementation, and evaluation.


    At the end of this course unit the student should be able to:

    ▪ Know the fundamental concepts and the evolution of the research area of Integrated Marketing Communications.

    ▪ Thinking about an organization's Integrated Marketing Communications in a holistic way.

    ▪ Develop Integrated Marketing Communications Plans.

    ▪ Know the principles and tools for planning, implementing, and evaluating Integrated Marketing Communications.

    ▪ Understand the integration of Integrated Marketing Communications tools in campaigns, and their impact on corporate identity and image, on the organization's reputation and on the relationship with all stakeholders.

    ▪ Know, analyse, and discuss cases that exemplify Integrated Marketing Communications campaigns.

    ▪ Exercise a critical and ethical perspective on Integrated Marketing Communications. 

    Course Content:

    1. Integrated Marketing Communication

    1.1 Purpose of the organization, relationship with Stakeholders and Integrated Marketing Communications.

    1.2 Organizational Identity, Positioning and Integrated Marketing Communications.

    1.3 Integrated Marketing Communications and Reputation.  

    2. Integrated Marketing Communications Planning

    2.1 Integration of corporate planning, business, marketing, and Integrated Marketing Communications.

    2.2 Perception audits as a tool for analysis and planning.

    2.3 Internal and external analysis of competition communication and perceived positioning.

    2.4 Segmentation, targeting and positioning.

    2.5 Communication Objectives.

    2.6 Messages, Communication Tone and Storytelling development.

    2.7 Communication Mix, media plan and implementation.

    2.8 Budgeting.

    2.9 Assessment and control.

    3. Cases of Integrated Marketing Communications. 


    The methodology used will be theoretical-practical. Classroom sessions combine expository, interrogative and group discovery with the discussion of cases and examples. Autonomous work includes complimentary reading to the material in the classroom and carrying out group work (4 to 5 students). The group work consists of elaborating an Integrated Marketing Communications Plan for an organization selected by the students. For the development of this plan, interaction with the organization for data collection is encouraged. The following items compose the final grade of each student: (1) Group Work - 45%; (2) Test (second assessment element) – 45%; Attendance and participation (10%). Any evidence of plagiarism is punished by assigning zero to the evaluation element that has misused third-party texts.


    Evaluation is continuous and includes the following components, with respective weightings: 

    Integrated Marketing Communications Plan (Groupwork) 45 %

    Test (second assessment element) 45 %


    Attendance and participation 10% 

Course Disclaimer

Courses and course hours of instruction are subject to change.

Eligibility for courses may be subject to a placement exam and/or pre-requisites.

Some courses may require additional fees.

Credits earned vary according to the policies of the students' home institutions. According to ISA policy and possible visa requirements, students must maintain full-time enrollment status, as determined by their home institutions, for the duration of the program.

ECTS (European Credit Transfer and Accumulation System) credits are converted to semester credits/quarter units differently among U.S. universities. Students should confirm the conversion scale used at their home university when determining credit transfer.


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