Curricular Unit:Code:
Corporate Identity: Institutional Communication903ICCI
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:
The unit of "corporate identity: corporate communication" aims to:
- to promote knowledge and understanding of the essential foundations for the development of corporate identity and corporate communication of a company or brand.
- to develop the ability to reflect and integrate different knowledge related to the construction of the visual identity of a company or brand and its institutional communication.
At the end of the course the student should:
- Have skills to participate in work teams to define a strategy for a brand, corporate identity and corporate communication;
- Have the powers to oversee the work of implementing a visual identity of a brand and the respective institutional communication.
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.
Chaves, Norberto (1996). La imagen corporativa, Barcelona, Editorial Gustavo Pili.
Villafañe, Justo (1999). La gestión profesional de la imagen corporativa, Madrid, Pirámide.
Wheeler, Alina (2006). Designing Brand Identity. New Jersey, John Wiley and Sons.