1.Do marketing transacional ao marketing relacional
1.1. Da revolução tecnológica à revolução dos clientes
1.2. Conceitos e fundamentos do marketing relacional
1.3. As implicações do marketing relacional
2. Fidelização de clientes
2.1 Programas de fidelização: prós e contras
2.2 Orientação para o mercado vs orientação para o cliente
2.3 As fontes de valor para o cliente como determinantes da lealdade de clientes
3. A Comunicação na captação e fidelização de clientes
3.1 Inbound Marketing
3.2 A comunicação na gestão de relacionamentos clientes: estratégia de comunicação multicanal

1. The ‘global’ concepts and ‘local’Dynamics of a globalized societyThe concept of proximityGlobalization and regionalization information
2. Structure and media market
   Supply and demand of journalistic products
   Segments of information and production routines
   Construction of newsworthiness
3. Social actors and the media
   The relationship between journalists and sources
   Ethical and deontological principles
   Communication management
4. Media, Development and Citizenship
   Media and Public Space: relations with institutions and citizens
   Contexts and practices of media outreach
   Industry trends and challenges

Module 1.
INTEGRATED COMMUNICATION OF MARKETING OF THE ORGANIZATIONS Dates: October 12 – November 1Module 2.PUBLIC
RELATIONS, INSTITUTIONAL COMMUNICATION AND PROTOCOL Dates: November, 2 – 29Module 3.MEDIA
CONTENT, BRANDING, COMMUNICATION AND PROMMOTION Dates: November, 30 – December, 19Module
4.COMMUNICATION, PUBLIC RELATIONS AND EVENTS ORGANIZATION Dates: January, 4-30

I
1.1. Introduction to the study of Creative Economy
1.2. The concept of Creative and Cultural Industries
1.3. Analysis of the Creative and Cultural Industries sector
II
2.1. Market analysis: The fragmentation of publics and audiences;
2.2. The long tail model
2.3. Convergence culture, participatory culture and Transmedia Storytelling
2.4. Business Models and Media Management as a Study Area
2.5. Management concepts and business models of media companies
2.4. The media sector in the context of creative industries and competitive challenges
III
3.Marketing and Communication Applied to Media and Cultural Products
3.1. Strategic models applied to marketing and Porter’s 5 forces attractiveness model applied to the Media
3.2. Project marketing and communication and fundraising
3.3. Project Management, Business Models and Entrepreneurship
3.4. Business plan and funding applied to media organizations
3.5. Design thinking and business plan (Canvas)

1. THE PRODUCTION OF KNOWLEDGE IN COMMUNICATION – THE STATE OF ART IN PORTUGAL
2. DESIGN A RESEARCH PROJECT
   2.1. Scientific information access and management tools
   2.2. Definition of research topic
   2.3. Literature revision
   2.4. Stages of the process of an investigation
   2.5. Search types
   2.6. Research plan construction
3. THE INVESTIGATION PROCESS
   3.1. Sampling
   3.1.1. Methods of Sampling
   3.1.2. Sample size
   3.2. Methods of data collection
   3.2.1. Questionnaire survey
   3.2.2. Interview Survey
   3.2.3. Other data collection method
   3.3. Data analysis and interpretation
   3.4. Statistical Analysis Tools
   4. THE RESEARCH REPORT
   4.1. Writing research work
   4.2.Presentation of research work

1. Network and interactivity communication models
   From technological convergence to network organization
   New Media System Brands in digital contextMultimedia, Crossmedia, Transmedia
   2. Sociopolitical participation, democracy and digital citizenship Digital
   Communities and Identities Audiences and Micro Spaces: spectators and participants Social movementsNetwork user interaction dynamics
   Access and information in digital space

• 2073111 – Project
• 2073112 – Dissertation
• 2073113 – Internship