This course seeks to enhance students skills in the management of communication and corporate image:
- Communication and corporate image;
- The mix of business communication;
- The digital communication;
- The corporate image
- The planning of communication and corporate image.
The methodology is active by integrating various pedagogical approaches and the service to students is classroom and distance learning. The results are focused on effective communication and corporate image as well as the development of communication plans.
Aimed at developing knowledge and skills, whose main objective will be to raise the interest in communication and corporate image, you want It will streamline the logical, critical and analytical thinking of students, in particular on the strategic values ¿¿and functional formulations, sustainable and ethics, within the scope of communication and corporate image.
Programme
1. Communication and corporate image:
1.1 Fundamentals of business communication;
1.2 The human communication;
1.3 Public image.
2. The mix of business communication:
2.1 Advertising;
2.2 Direct Marketing;
2.3 Sales promotion;
2.4 Public Relations;
2.5 Events;
2.6 Merchandising;
2.7 Internal communication.
3. Digital communication:
3.1 Cyberspace and cyberculture;
3.2 Types of digital communication;
4. corporate image:
4.1 image management;
4.2 Corporate branding;
4.3 business protocol.
5. Planning of communication and corporate image:
5.1 The planning process;
5.2 Development of an integrated plan for communication and image;
5.3 Metrics and assessment methods and image.
Main literature
Kenneth E. Clow e Donald E. Baack;IIntegrated Advertising, Promotion, and Marketing Communications. , 6E., Pearson Prentice Hall., 2014
Remondes, J. ;Marketing Interno e Comunicação., Psicosoma, 2011
Monteiro, D., Almeida, F. & Campos. J.;Comunicação 2.0, Actual, 2014
Lendrevie, J, et al;;Publicitor - Comunicação 360º online offline, D. Quixote, 2010
Rego, A. ;Comunicação Pessoal e Organizacional ¿ Teoria e Prática., 3ª edição. , Sílabo, 2013
Supplementary Bibliography
Pedro, F. et al;Gestão de Eventos, Escolar Editora, 2012
Tânger, V.;Etiqueta no Mundo Empresarial, Editorial Estampa, 2012
Learning Methods
This course has a weekly education 3 hours, divided into theoretical and practical classes, which will be used for presentation of material and solving exercises. They are also available with students case studies of success for reading, analysis and discussion in class.