Curricular Unit:Code:
Corporate Identity: Institutional Communication794ICCI
1MasterCommunication Sciences (Public Relations, Marketing and Advertising)6 ects
Learning Period:Language of Instruction:Total Hours:
Spring SemesterPortuguese/English78
Learning Outcomes of the Curricular Unit:
This course unit aims to promote theoretical and practical knowledge about Corporate Identity and Institutional Communication; demonstrate the integration of the different themes addressed by providing tools for their practical application. Finally, provide the models and instruments that allow the student to continue autonomous learning throughout life.
Competences to be developed: at the end of the curricular unit the student should master the knowledge about this topic in order to be able to apply them in practice, both at the research level and at the company level. Specifically know how to integrate knowledge in order to solve problems within the scope of Corporate Identity: Institutional Communication. Develop the ability to communicate their knowledge in academic and business contact. And finally keep learning about this topic throughout life, and develop an autonomous application of this theme.
1 The strategic plan of the brand
1.1 The physical component of the brand: its products and services
1.2 The emotional component of the brand
1.3 The value system of the brand and its positioning
1.4 The brand and its institutional aspect
2 Visual identity of the brand
2.1 The typography of the brand
2.2 The symbolic component
2.3 The chromatic identity
2.4 The corporate identity manual
3 Contents and supports of the institutional communication
3.1 Institutional Publications
3.2 Institutional Events
3.3 Institutional communication online
3.4 Institutional communication with the media
Demonstration of the Syllabus Coherence with the Curricular Unit's Objectives:
The contents of each teaching unit approach the theoretical and practice perspectives in the areas of corporate identity and institutional communication, promoting thus the acquisition and integration of concepts and techniques related to these areas, seeking to convey a set of tools for practical application in tune with the reality of today's market landscape.
Teaching Methodologies (Including Evaluation):
The theoretical and practical classes will consist of exhibition concepts and techniques related to corporate identity and institutional communication, based on the literature of the course.
The assessment of knowledge acquired will be done through an indivudual work with theoretical and practical contents.
Demonstration of the Coherence between the Teaching Methodologies and the Learning Outcomes:
Since this is a theoretical and practical curriculum unit, the method used seeks to fulfill these two strands. Lectures allow a conceptual and technical approaches throughout the course component. The practical application component is exercised in group work, always under the supervision of teachers.
KELLER, K., Parameswaran, A. & Jacob, I. (2015), Strategic Brand Management Building, Measuring, and Managing Brand Equity. Pearson Prentice Hall.
KOTLER, P. (2017). Marketing 4.0: mudança do tradicional para o digital. Coimbra: Conjuntura Actual.
LINDSTROM, l. (2013). Brand sense. Gestão Plus.
MESQUITA, F. (2014). Comunicação Visual, Design e Publicidade. Lisboa: Media XXI.
Steenkamp, Jan-Benedict (2017). Global Brand Strategy: World-wise Marketing in the Age of Branding. London: Palgrave Macmillan.
WHEELER, A. (2018), Designing Brand Identity: An Essential Guide for the Whole Branding Team. New Jersey: John Wiley & Sons.