At the end of the curricular unit, students should be able to:

a) Provide a framework in the academic and professional fields of the levels of intervention of the strategic and operational dimensions of Marketing;

b) Provide knowledge of the academic and professional field of Advertising, its techniques and campaigns, as well as its contexts within the Marketing strategy for the construction of the creative plan and its inherent transformation from business briefing to advertising debriefing;

c) To provide an integrated knowledge of the areas of intervention of Marketing and Advertising for the necessary analysis of context, competition and criteria for market segmentation, positioning, targeting and repositioning in the market.