The course unit will highlight the importance of creating a coordinated corporate communication system, and will emphasize how organizations benefit from important strategies and tools
to stay ahead of the competition. Throughout, cases and
examples of business communication will be discussed. The student will be able to understand real
decisions that managers have to make on a variety of real communication problems.
AIMS
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.
SKILLS AND LEARNING OUTCOMES
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.
6. Crisis management 6.1. Anatomy of a crisis; 6.2. Preparing for a crisis; 6.3. Communication in crisis; 6.4. Marketing of the crisis.
Main literature
REGO, Arménio;Comunicação Pessoal e Organizacional - Teoria e Prática, Edições Sílabo, 2013. ISBN: 978-972-618-711-0
LENTZ, Paula, et al.;Comunicação Empresarial, McGraw Hill, 2015. ISBN: 9788580554571
LAMPREIA, J. Martins;Ferramentas de comunicação para gestores , Lidel, 2013. ISBN: 9789727579846
MOORE, Nina-Jo, et al.;Nonverbal communication: studies and applications, Oxford University Press, 2010. ISBN: 978-0-19-537857-3
RICHMOND, Virginia P.;Nonverbal behavior in interpersonal relations, Allyn and Bacon, 2000. ISBN: 0-205-29577-0
GONÇALVES, Gisela, et al.;Relações Públicas e Comunicação Organizacional: desafios da globalização, Escolar Editora, 2015. ISBN: 9789725924679
DUTERME, Claude;A Comunicação Interna na Empresa, Instituto Piaget, 2008. ISBN: 9789727719341
LENDREVIE, Jacques, et al.;Publicitor: Comunicação 360º online - offline, Dom Quixote, 2010. ISBN: 9789722043298
PEREIRA, Francisco Costa; MENDES, António Marques;Crises - de Ameaças a Oportunidades Gestão Estratégica de Comunicação de Crises, Edições Sílabo, 2006. ISBN: 9789726184270
REMONDES, Jorge;Marketing Interno e Comunicação O impacto da utilização das novas tecnologias nas PME¿s, Psicosoma, 2011. ISBN: 9789728994334
FREIXO, Manuel João Vaz;Teorias e Modelos de Comunicação, Edições Piaget, 2013. ISBN: 9789896591106
ARGENTI, Paul;Comunicação Empresarial: A construção da identidade, imagem e reputação, ELSEVIER, 2014. ISBN: 9788535272864
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.
Assessment Components
Avaliação apenas com exame final
Assessment Components
Description
Type
Time (hours)
Conclusion Date
Attendance (estimated)
Lessons
45
Teste/Exame
4
Study
102
Trabalho laboratorial ou de campo
9
Total:
160
Continuous Assessment
Completion of two separatetests:70% (35%+35%); - Preparation ofa working group(20%); -Presentationof group work(10%).
Final Exam
In accordance with Section III of Chapter VI of the Internal Regulation, the elements of the final evaluation will be :