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

COMUNICAÇÃO - 2023/2024

2º curricular year
Semestralidade: 1st semester
ECTS: 6

Teachers

Leading Teacher: Prof. Doutor Jorge Pereira Campos
Assistant Professor: Prof. Doutor Jorge Pereira Campos

Class type and School hours

Orientação Tutorial : 1 Horas
Teórico-prática : 2 Horas

Teaching Language

Portuguese

Main Aims/Objectives

The course aims to provide a solid theoretical understanding of organizational communication, differentiate between internal and external contexts, develop skills in creating communication plans, and empower students to translate strategies into effective means, fostering impactful communication aligned with organizational objectives.

Specific Aims/Objectives

1. Understand the fundamental theories and concepts of organizational communication.
2. Attain proficiency in key theories, facilitating critical analyses and practical applications.
3. Discern nuances between internal and external communication, adapting strategies for diverse audiences.
4. Translate objectives into tangible strategies.

Skills to be acquired

In this course, students will acquire skills in effective communication, critical thinking, ethical decision-making, and the ability to analyse and apply communication theories to real-world scenarios, enhancing their proficiency in various communication channels and fostering responsible and impactful communication practices.

Teaching Procedures

The teaching methodology for this course will primarily follow a flipped classroom approach. Students will engage with course content before class, allowing in-class time for active discussions, case studies, and practical application of concepts, promoting deeper learning and critical thinking.

Programme

Introduction to Organizational Communication

- Overview of the course, objectives, and the significance of communication in organizations.
- Distinction between internal and external communication.
- Theoretical framework: Major theories and models of organizational communication.

Internal Communication Plan

- Definition and importance of the internal communication plan.
- Identification of internal stakeholders.
- Communication between departments.
- Organizational culture and internal communication.

External Communication Plan

- Analysis of external audiences and their needs.
- Development of key messages for different external audiences.
- Utilization of external communication channels: press, social media, events, among others.

From Strategy to Communication Channels

- Establishing communication objectives.
- Definition of strategies.
- Selection of appropriate communication channels for each strategy.

Definition of Objectives and Contents

- Identification of specific objectives for each message.
- Development of content aligned with the company´s objectives.
- Techniques for adapting content to different platforms and audiences.
- Consistency and authenticity in communication.

Measurement and Evaluation of Organizational Communication

- Importance of continuous monitoring and evaluation.
- Key metrics to assess the impact of communication.
- The significance of feedback.

Evaluation Type

2 tests - 30 % each
1 Group Work - 40%

Teaching Resources

Audiovisual resources and bibliography provided by the teacher

Sustainability Objectives

Keywords

Organisational communication, strategy, ethics, social media, IMC

Main Bibliography