Cursos / 1º Ciclo / / Faculty of Economy and Business Management :: Marketing
COMUNICAÇÃO - 2021/2022
2º curricular year
Semestralidade: 1st semester
ECTS: 6
Teachers
Leading Teacher: Prof. Doutor Paulo Cardoso
Assistant Professor: Prof. Doutor Paulo Cardoso
Class type and School hours
Orientação Tutorial : 1 Horas
Teórico-prática : 2 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. The course intends to make a theoretical presentation of each of these components as well as providing essential tools for practical application.
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.
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. Foundations of corporate communication
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
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
Keywords
Corporate communication
Marketing communications
Public Relations
Main Bibliography
Author | María Merino Bobillo, María Merino e Valle, Marí |
---|---|
Title | Comunicación corporativa: Estrategia E Innovación |
Edition | Editorial Sinte |
Year | 2021 |
Author | Blakeman, Robyn |
Title | Integrated Marketing Communication: Creative Strat |
Edition | 3rd |
Place | USA |
Editor | Rowman & Littlefied |
Year | 2018 |
Author | Smith, PR; Zook, Ze |
Title | Marketing Communications: Integrating Online and O |
Edition | 7º |
Place | USA |
Editor | Kogan Page |
Year | 2020 |