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Communication and Management of Creative Industries

General information

Official Code: M963
Acronym: MCGIC


  • Communication and Management of Creative Industries (120 ECTS credits)
  • Master's course in Communication and Management of Creative Industries (60 ECTS credits)

Courses Units

Integrated Communications Strategies

CGIC03 - ECTS Provide students with strategic knowledge in the area of corporate and institutional communication. Develop techniques and tactics of integrated communication. Promote research capacity in the social sciences.

Management and Business Models in the Creative Industries


During the sessions the students will be capacitated and motivated to achieve the following goals:

  • Introduce to the student the concept and problematic of the economic and business environment of the creative, cultural and journalistic activity, including the internal and external variables which influence the business;
  • Determine the specificity, importance and influence of the knowledge of the environment ­ of the organizations ­ for decision­making of companies and creative products, being strategic or operational.
  • Knowing concepts, principles, techniques and models of management of creative and cultural companies/organizations

and allow a global vision of the business, financing and market of the creative products.

  • Stimulate the critical and conceptual capacity articulated with theory and practice;
  • Develop a close relationship between the student and the job market;
  • Potentiate the participation in class and development of practical works;


Methodology in Communication and Information Sciences


Considering the research methodologies, including quadripolar method, as an important basis to prepare students to develop critical thinking and apply methodologies for collecting and analyzing information based on scientific criteria and accuracy, this course starts with the research classical principles  in social sciences and communication and information sciences, with practical application to the study of cultural and creative industries, promoting therefore the analysis, production and the creation of cultural and creative products.

Main objectives:

  1. Meet the main approaches to Communication and Information Sciences methodologies;
  2. Provide a broad knowledge about possible strategies for proper identification and selection of information resources;
  3. Present the fundamental aspects of research guided by the quadripolar method, and improve critical thinking, either on a theoretical (reflection upon methodologies of culture and media studies) or on a practical level (case studies and action-research in cultural and creative projects).

Entrepreneurship and cultural projects


This unit course aims:

  • Promote an entrepreneurial attitude;

  • Enable for the entrepreneurial process;

  • Promote the identification of needs and opportunities;

  • Boost the search for innovative and sustainable solutions;

  • Develop new business ideas in the areas of culture and creative industries;

  • Enable with leadership and project management skills;

  • Improve communication and information management in projects context. 

Marketing for the Creative Industries


The students become capacitated and motivated to achieve the following goals:


  • Introduce concepts and fundamental problematics related to market analysis and the role of marketing in the identification of needs related to products and services of the cultural, creative and media
  • Understand to the theoretical and practical level the role of media and advertising, audience and its application for the marketing management of companies and projects, including non­profit
  • Prepare the students with theory and practical knowledge that allow the elaboration of a marketing plan supported by market research, including the identification of statistical data and creation of performance indicators of the
  • Stimulate the critical and conceptual capacity articulated with theory and practice;
  • Develop a close relationship between the student and the creative job market;
  • Potentiate the participation in class and development of practical works;


Intelectual Property and Creativity


The UC goal is to show how intellectual property in general is the main asset that gives value to the various creative industries. In this context, students should be able to develop the following knowledge, skills and competences:


  • To know the fundamentals of laws underlying the various areas of intellectual property
  • To understand the basic principles of copyright and author’s rights
  • To know the basic principles of patent law
  • To know the basic principles of of trademark law, as well as the recent anti­dilution laws
  • To identify the strategic use of intellectual property in creative industries
  • To develop creative content in the context of new types of intellectual property licenses based in open access


  • Develop a scientific study in accordance with the methodologies of Communication Sciences / Social Sciences applied to the Cultural and Creative Industries;
  • Conduct a
  • Deepen, apply and experience the knowledge in Communication and Creative
  • Design, plan and write an internship report according to the experiences lived and observed following the rules of classical research /
  • Apply knowledge in Communication and Creative Industries in the planning and creation of a product or a service;.
  • Create an individual


Research Seminar on Communication and Creative Industries

CGIC07 - ECTS • Develop knowledge transfer skills for industry and other organizations in the creative sector

• Know and strategically use national and regional public policies for the creative and cultural sector.

• To know and identify good practices adopted and observed in the domestic and foreign creative industry

• Acquire skills in the promotion, marketing and international transaction of creative and cultural products.

• Develop skills in the production of content, especially in the areas of journalism, culture and digital communication

• Develop capabilities for research, organization and systematization of information. including
• bibliographic knowledge for the topic to be developed.

• Develop autonomous capacities to understand and execute the topic to be developed, as well as articulate information in a systematic and critical way.

• Present, debate and defend the theme or a project, both from an academic perspective and from industry or other organizational contexts.
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