Introduction and aims

Advanced course aiming at developing communication skills in two of four major areas: Journalism and Communication Technologies; or Advertising and Marketing. Students are encouraged to apply theoretical knowledge into elaborate practical skills in those areas of communication.

The course is very much directed towards a professionalized media market, with specialized seminars as well as intensive work in communication laboratories. Taking into account that the media system is amidst profound transformations, this course tries to keep up with new developments in the field, giving full attention to the impact of ITCs (Information and Communication Technologies) in different areas. The course includes an internship in major communication companies (according to the specialization chosen by the student).

At the end of the course of study the graduate will be able to:

• understand the functioning of the media system and the working processes and models in two of four major areas of communication (Journalism, Communication Technologies, Adverting, Marketing).
• apprehend the importance of multi-tasking in nowadays media markets.
• comprehend the complexities of relevant concepts of the new communication paradigm: interactivity, multimedia, convergence, synergy.
• assess the specialized functions of different technological tasks (camera, studio lighting, editing and post-editing).
• develop knowledge of gathering, formatting, processing and divulging information in several media platforms.
• cultivate the ability to perform different tasks in communication agencies or newsrooms.
• Use models and tools to develop accurate market situational analysis in order to make marketing decisions.
• Develop a comprehensive Marketing Plan (Analysis, Development and Implementation).
• Develop and implement a communication strategy and program.

Core Themes

The courses offers a multitude of perspectives and competences relevant to the performance of communication skills inside the media system (these core themes differ according to the specialization chosen by each student):

• History of Journalism, Advertising and Marketing
• Content production in Journalism or Advertising
• Organizational structures in the media system
• Marketing strategies
• Editing and post-editing competences
• Digital communication
• Multi-tasking in dynamic media markets

Contacts and Information

Administrative issues and Applications

Gabinete de Ingresso • Universidade Fernando Pessoa • Praça 9 de Abril, 349 • 4249-004 Porto, Portugal • tel. +351 225 071 300/335 • fax: +351 225 508 269 • E-mail: ingresso@ufp.pt

 
Academic and pedagogical issues

Professor Ana Salazar (Advertising and Marketing / Professor Ricardo Jorge Pinto (Journalism and Communication Technologies) • Universidade Fernando Pessoa • Praça 9 de Abril, 349 • 4249-004 Porto, Portugal • tel. +351 225 071 300• fax: +351 225 508 269• E-mail: aks@ufp.edu.pt /ricpinto@ufp.edu.pt