Cursos / 1º Ciclo / Faculty of Economy and Business Management :: Business Management

COMUNICAÇÃO - 2025/2026

3º curricular year
Semestralidade: 1st semester
ECTS: 6

Teachers

Leading Teacher: Prof. Doutor Jorge Figueiredo
Assistant Professor: Prof. Doutor Jorge Figueiredo

Class type and School hours

Orientação Tutorial : 1 Horas
Teórico-prática : 3 Horas

Teaching Language

Portuguese

Main Aims/Objectives

This course aims to make a conceptual, but also practical, approach to the various components and techniques of corporate communication and Public Relations. The course intends to make a theoretical presentation of each of these components as well as providing essential tools for practical application. Furthermore, the student is prepared to use communication to raise awareness of sustainability practices.

Specific Aims/Objectives

1. To promote the knowledge about the communication components and techniques used in the business context.
2. To develop the ability to apply these techniques, by making an approach that is aimed at their practical application.
3. Direct communication about sustainability to each audience.

Skills to be acquired

1. To understand the essence and functioning of communication techniques used in the business context;
2. Participate actively in the strategic and operational level, in applying these same techniques.

Teaching Procedures

The classes will consist of theoretical and practical exposure of concepts related to corporate communication based in the bibliography of the course. The tutorial sessions will consist of tutorial guidance in the application of content taught in theoretical classes through practical exercises and respective monitoring by the teacher.

Programme

1. Corporate communication and Public Relations
1.1 The concept of corporate communication
1.2 The corporate communication in the context of marketing communications
1.3 Internal and external publics
1.4 Departments and communication agencies
1.5 Communication plan


2. Contexts and objectives of corporate communication
2.1 Communication of products and services
2.2 Institutional communication
2.3 Internal communication
2.4 Communication in the context of corporate social responsibility
2.5 Communication and crisis management
2.6 Communication for sustainability

3. Techniques of corporate communication
3.1 Corporate identity, applications
3.2 Corporate Publications
3.3 Press office and relations with the media
3.4 Event management
3.5 Online communication and social networks

Evaluation Type

The evaluation will be made on a continuous basis by performing a set of elements:
- Attendance and participation in class;
- 2 written exams
- 1 practical Working developed in group

Teaching Resources

Two teaching resources will be used:
- The presentations done and delivered by the teacher
- The bibliography recommended by the teacher.

Sustainability Objectives

The objective of sustainability is to train students, future professionals and graduates, so that they can understand, know and collaborate in the implementation of the Sustainable Development Goals (SDGs). Theoretical and practical knowledge about sustainability is developed, promoting critical, ethical and innovative skills, aimed at the goals of the UN 2030 Agenda. This UC contributes to the objectives of the 2030 Agenda, especially SDGs 4, 5, 8 and 12.

Keywords

Corporate communication
Marketing communications
Public Relations

Main Bibliography