{"id":534,"date":"2014-11-12T17:38:27","date_gmt":"2014-11-12T17:38:27","guid":{"rendered":"http:\/\/sites.ipleiria.pt\/ipleiria-courses\/?post_type=course&p=534"},"modified":"2026-03-20T19:26:08","modified_gmt":"2026-03-20T19:26:08","slug":"master-in-communication-and-media","status":"publish","type":"course","link":"https:\/\/www.ipleiria.pt\/en\/course\/master-in-communication-and-media\/","title":{"rendered":"Communication and Media"},"content":{"rendered":"\n
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Communication and Media<\/h1>\n
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Course Type: <\/div>\n
Master\u2019s Programme<\/div>\n <\/div>\n <\/div>\n\n\n
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Programme Introduction<\/h2>\n
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The Master\u2019s degree in Communication and Media aims to provide graduates with an integrated set of dynamic skills, firmly grounded in knowledge and skills of advanced level of understanding in the scientific area of Communication Sciences. This course intends, on one hand, the formation of versatile professionals in the area of the different types of communication, with communicational and technological skills, and secondly, to enhance the learning of scientific knowledge in the field of communication sciences. Thus, one of its goals is to seek answers to the new challenges that present themselves to the different valences and professional environments where communication takes leading role, requiring a new action based on criteria of efficiency and productivity, and identify lines of research relevant to the scientific development of this subject area.<\/p>\n<\/div>\n

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Programme Coordinator<\/h2>\n
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Marco Jos\u00e9 Marques Gomes Alves Gomes
marco.gomes@ipleiria.pt<\/a><\/p>\n<\/div>\n

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Reference\n<\/h2>\n
2073<\/div>\n
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School<\/h2>\n \n
Education and Social Sciences<\/a><\/div>\n
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City<\/h2>\n \n
Leiria<\/a><\/div>\n
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Language<\/h2>\n
Portuguese<\/div>\n
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Type<\/h2>\n
B-learning<\/div>\n
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Length<\/h2>\n
4 Semesters<\/div>\n
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Vacancies\n<\/h2>\n
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General and International student contingent: 25<\/p>\n<\/div>\n

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Notice<\/h2>\n
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Edital 2026<\/a> (PT Doc retf)<\/p>\n<\/div>\n

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DGES certification<\/h2>\n
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Link to Registration<\/a><\/p>\n<\/div>\n

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Objectives<\/h2>\n
Programme<\/div>\n<\/div>\n
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  1. The main guidelines of the syllabus are rooted in the development of scientific and technical skills of professional advanced level:<\/li>\n
  2. Analyze different perspectives on the development of the relationship established between the Communication, the Media and Marketing;<\/li>\n
  3. Acquire knowledge adjusted to the activities of Communication and Media in different professional environments;<\/li>\n
  4. Establish goals and set policies for their planning and implementation of practical and theoretical contexts;<\/li>\n
  5. Using the tools available and adjusted to the full exercise of the activity, with the competences and vocation the company\/organization;<\/li>\n
  6. Understand the role of Media in the society and in corporate and business communications, and how to organize and develop communication products;<\/li>\n
  7. Recognize the contribution to lifelong learning, adaptability and integration of professionals, with the inherent strengthening of employability at local, regional, national and European level.<\/li>\n<\/ol>\n<\/div><\/div><\/div><\/div>\n<\/div>\n<\/div>\n<\/div><\/div><\/div>\n\n\n\n
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    Study Plan<\/h2>\n
    ECTS: 120<\/div>\n <\/div>\n \n \n
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    1. 1st Year<\/li>\n
    2. 2nd Year<\/li>\n <\/ol>\n
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      1st Year<\/caption>\n
      ID<\/th>\n Name<\/th>\n Semester<\/th>\n ECTS<\/th>\n Length<\/th>\n <\/tr>\n <\/thead>\n
      \n \n <\/td>\n \n \n Organizational Behavior and Internal Communications\n <\/a>\n <\/td>\n \n 1st Semester\n <\/td>\n \n 6\n <\/td>\n \n 38h\n <\/td>\n <\/tr>\n
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      1.Do marketing transacional ao marketing relacional
      1.1. Da revolu\u00e7\u00e3o tecnol\u00f3gica \u00e0 revolu\u00e7\u00e3o dos clientes
      1.2. Conceitos e fundamentos do marketing relacional
      1.3. As implica\u00e7\u00f5es do marketing relacional
      2. Fideliza\u00e7\u00e3o de clientes
      2.1 Programas de fideliza\u00e7\u00e3o: pr\u00f3s e contras
      2.2 Orienta\u00e7\u00e3o para o mercado vs orienta\u00e7\u00e3o para o cliente
      2.3 As fontes de valor para o cliente como determinantes da lealdade de clientes
      3. A Comunica\u00e7\u00e3o na capta\u00e7\u00e3o e fideliza\u00e7\u00e3o de clientes
      3.1 Inbound Marketing
      3.2 A comunica\u00e7\u00e3o na gest\u00e3o de relacionamentos clientes: estrat\u00e9gia de comunica\u00e7\u00e3o multicanal<\/p>\n<\/td><\/tr>\n

      \n \n <\/td>\n \n \n Global Information Dynamics and Proximity Journalism\n <\/a>\n <\/td>\n \n 1st Semester\n <\/td>\n \n 6\n <\/td>\n \n 38h\n <\/td>\n <\/tr>\n
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      1. The ‘global’ concepts and ‘local’Dynamics of a globalized societyThe concept of proximityGlobalization and regionalization information<\/li>
      2. Structure and media market
        Supply and demand of journalistic products
        Segments of information and production routines
        Construction of newsworthiness<\/li>
      3. Social actors and the media
        The relationship between journalists and sources
        Ethical and deontological principles
        Communication management<\/li>
      4. Media, Development and Citizenship
        Media and Public Space: relations with institutions and citizens
        Contexts and practices of media outreach
        Industry trends and challenges<\/li><\/ol>\n<\/td><\/tr>\n
      \n \n <\/td>\n \n Brands and Communication Management\n <\/td>\n \n 1st Semester\n <\/td>\n \n 6\n <\/td>\n \n 38h\n <\/td>\n <\/tr>\n
      \n \n <\/td>\n \n \n Media, Communication and Press Office\n <\/a>\n <\/td>\n \n 1st Semester\n <\/td>\n \n 6\n <\/td>\n \n 38h\n <\/td>\n <\/tr>\n
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      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<\/p>\n<\/td><\/tr>\n

      \n \n <\/td>\n \n Projeto de Design e Produ\u00e7\u00e3o Digital\n <\/td>\n \n 1st Semester\n <\/td>\n \n 6\n <\/td>\n \n 38h\n <\/td>\n <\/tr>\n
      \n \n <\/td>\n \n Communication and Relationship Marketing\n <\/td>\n \n 2nd Semester\n <\/td>\n \n 6\n <\/td>\n \n 38h\n <\/td>\n <\/tr>\n
      \n \n <\/td>\n \n \n Management, Business and Entrepreneurship in Communication\n <\/a>\n <\/td>\n \n 2nd Semester\n <\/td>\n \n 6\n <\/td>\n \n 38h\n <\/td>\n <\/tr>\n
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      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
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      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
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      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)<\/p>\n<\/td><\/tr>\n

      \n \n <\/td>\n \n Emerging Technologies Lab\n <\/td>\n \n 2nd Semester\n <\/td>\n \n 6\n <\/td>\n \n 38h\n <\/td>\n <\/tr>\n
      \n \n <\/td>\n \n \n Research Methods in Social Sciences and Communication\n <\/a>\n <\/td>\n \n 2nd Semester\n <\/td>\n \n 6\n <\/td>\n \n 38h\n <\/td>\n <\/tr>\n
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      1. THE PRODUCTION OF KNOWLEDGE IN COMMUNICATION – THE STATE OF ART IN PORTUGAL<\/li>
      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<\/li>
      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<\/li><\/ol>\n<\/td><\/tr>\n
      \n \n <\/td>\n \n \n Networks and Digital Communities\n <\/a>\n <\/td>\n \n 2nd Semester\n <\/td>\n \n 6\n <\/td>\n \n 38h\n <\/td>\n <\/tr>\n
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      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<\/li><\/ol>\n<\/td><\/tr>\n <\/tbody>\n <\/table>\n <\/div>\n <\/div>\n
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        2nd Year<\/caption>\n
        ID<\/th>\n Name<\/th>\n Semester<\/th>\n ECTS<\/th>\n Length<\/th>\n <\/tr>\n <\/thead>\n
        \n \n <\/td>\n \n Seminar\n <\/td>\n \n 1st Semester\n <\/td>\n \n 15\n <\/td>\n \n 42h\n <\/td>\n <\/tr>\n
        \n \n <\/td>\n \n \n Project \/ Dissertation \/ Internship\n <\/a>\n <\/td>\n \n 2nd Semester\n <\/td>\n \n 45\n <\/td>\n \n \n <\/td>\n <\/tr>\n
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