This is a core module for both specializations.

The course will provide students with the tools to develop specific reflections on the sectors of animation and videogames and on their respective marketing strategies – marketing management, strategic and operational marketing. The course will delve into the sector studies and the useful analytical diagrams, as well as corporate communications between brand and visual identity. It will also explore the basic concepts of the marketing mix, such as the study of the 7 Ps (product, place, price, promotion, people, physical environment, process), the study and identification of a core market, the study and identification of the core target, and the importance of benchmarking for the improvement of the production, organizational, strategic or energy processes of a business.