Curricular Unit:Code:
Corporate Communication877CEMP
Year:Level:Course:Credits:
1MasterBusiness Sciences6 ects
Learning Period:Language of Instruction:Total Hours:
Portuguese/English78
Learning Outcomes of the Curricular Unit:
- Understand the strategic nature of business communication in organisations
- Gain competence to explore knowledge within the u.C. and reflect critically and in an integrated way about it
- Know how to use the concepts and mechanisms of business communication at the service complex and multidisciplinary situations
- Gain the ability to communicate problems and solutions in the field of business communication to specialized and non-specialized publics
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):
The practical classes will consist of explanation of concepts, models and techniques relating to the theory and history of, advertising and marketing public relations based on the literature of the course.
The assessment of knowledge acquired will be done through a individual assignment and a written test. (50% + 50%)
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:
Argenti, P. (2006). Comunicação Empresarial : a construção da identidade, imagem e reputação. Elsevier ISBN 85-352-2094-1
Baynast et al. (2018). Mercator 25 Anos. Dom Quixote. ISBN: 9789722065917
Botan, C. (2018). Strategic Communication Theory and Practice: The Cocreational Model. Wiley & Sons. ISBN 978-1-119-42488-8
Cornelissen, J. (2017). Corporate Communication: A Guide to Theory and Practice. SAGE.
Lattimore, et al. (2012) Public Relations. From Theory to Practice. McGrawHill. ISBN-13: 978-0073512051
Vasco, R. (2015). Assessoria de imprensa : fundamentos teóricos e práticos. Novas Edições Acadêmicas