Curricular Unit:Code:
Corporate Communication811CEMP
Year:Level:Course:Credits:
1MasterBusiness Sciences6 ects
Learning Period:Language of Instruction:Total Hours:
Winter SemesterPortuguese/English78
Learning Outcomes of the Curricular Unit:
- Understand the nature, types and forms of corporate communication
- Understand the strategic role
- Domain the corporate image and brand management variables
- Operate the diferent types of corporate communication
- Know how to use the communication instruments and techniques to promote corporate development.
Syllabus:
1. Introduction to Corporate Communications
1.1 definition
1.2 adjacent concepts
1.3 theoretical foundations
1.4 The integration in organizations
1.5 Business communication and integrated communication
2. strategic communications
2.1 Communication theory
2.2 Strategy formulation
3. Specialization of business communication areas
3.1 Communication audit
3.2 Press office
3.3 Crisis communication
3.4 Stakeholders engagement
3.5 Community relations and social responsibility
3.6 advertising
3.7 Marketing communication
3.8 The communication plan
Demonstration of the Syllabus Coherence with the Curricular Unit's Objectives:
The Curricular Unit in linking the described learning objectives and syllabus will enable students to:
- Obtain knowledge and ability to understand the specific area of UC
- Apply knowledge
- Resolve issues related to the themes of U.C.
Teaching Methodologies (Including Evaluation):
Teaching: T/TP Classes and tutorials
Evaluation: Test and assignments
Demonstration of the Coherence between the Teaching Methodologies and the Learning Outcomes:
The conceptual exhibition, along with discussion of viewpoints and case studies allows students the knowledge and critical analysis of the issues addressed. Simultaneously the thematic nature of the work and enhance the ripening of individual work as well as issues concerning the scope of general skills, professional and theoretical.
Reading:
Lattimore, et al. (2012) Public Relations. From Theory to Practice. McGrawHill. ISBN-13: 978-0073512051
Cornelissen, J. (2017). Corporate Communication: A Guide to Theory and Practice. SAGE.
Argenti, P. (2012). Corporate Communication. McGrawHill. ISBN-13: 9780073403175
Villafañe, J. (1998). Imagem Positiva. Lisboa, Edições Silabo.
Ribeiro, V. (2015) Os bastidores do poder : como spin doctors, políticos e jornalistas moldam a opinião pública portuguesa Coimbra, Almedina
Vasco, R. (2015). Assessoria de imprensa : fundamentos teóricos e práticos. Novas Edições Acadêmicas