Curricular Unit:Code:
Information Management and Strategic Communication794GICE
1MasterCommunication Sciences (Public Relations, Marketing and Advertising)4 ects
Learning Period:Language of Instruction:Total Hours:
Spring SemesterPortuguese/English52
Learning Outcomes of the Curricular Unit:
The course aims to familiarize the student with the main objectives and areas of action of the strategic management of communication. The aim is also to provide students with specific knowledge of the communication techniques that both contribute to the achievement of overall organizational objectives.
The strategic dimension of communication
Stakeholders engagement
Crisis communication.
Press assessorship
Corporate communication and public relations.
Corporate image management.
Management of above and bellow the line instruments.
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):
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.
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
Ribeiro, V. (2015). Assessoria de imprensa : fundamentos teóricos e práticos. Novas Edições Acadêmicas
Ruler, B e outros (2017). How Strategic Communication Shapes Value and Innovation in Society. Emerald