| Code: | LRE1535 | Acronym: | CIE |
| Teaching Area: | Management |
| Acronym | Study plan | Curriculum Years | ECTS | Contact hours | Total Hours |
|---|---|---|---|---|---|
| LRE | Desp. n.º 20530/2009 (alterado aviso n.º9854/2012) | 3º | 6 ECTS | 54 | 160 |
| Theoretical-Practical: | 48,00 |
| Other: | 0,00 |
Teaching - Hours
|
http://elearning.isag.pt/
Portuguese
DESCRIPTIVE SUMMARY OF CURRICULAR UNIT
This curricular unit aims to provide the student with skills in the management of communication and corporate image, especially the communication and organizational image, the corporate communication mix, the organizational image, communication planning and organizational image and the effectiveness of communication .
OBJECTIVES AND LEARNING OUTCOMES
The main objective of the curricular unit will be to raise students' interest in communication and business image, as well as to streamline logical, critical and analytical reasoning. Thus, students should be able to articulate the various communication tools and techniques, aligned with the marketing objectives and strategies and the strategic objectives of the company.
SKILLS TO DEVELOP
- Communication and organizational image;
- The mix of business communication;
- The organizational image;
- Planning of communication and organizational image;
- The effectiveness of communication.
1. Communication 360º
1.1 The Essence of Communication
1.2 The Business Environment
1.3 Multimedia Communication
1.4 On-site communication
1.5 Multimedia Communication
1.6 Audio Communication
1.7 Written Communication
2. Strategic Communication
2.1 Functions of Business Communication
2.2 Identity, Image and Reputation
2.3 Relationship with the Media
2.4 Institutional Communication
2.5 Internal Communication
2.6 External Communication
2.7 Crisis Communication
3. Business Communication Management
3.1 From the Marketing Plan to the Communication Plan
3.2 The Development of the Communication Plan
3.3 Communication Services and Communication Entities
| Paul Argenti;Comunicação Empresarial ¿ A Construção da Identidade, Imagem e Reputação, Elsevier - Editora Campus, 2006. ISBN: 978-85-352-2094-0 |
| Lendrevie, Jacques, et al;Publicitor, Comunicação 360º online/offline, D. Quixote, 2010. ISBN: 978-972-20-4329-8 |
| Blanco, Teresa y Herrera, Joaquín;Nuevas Tendencias en Comunicación Estratégica, ESIC - Business & Marketing School, 2014. ISBN: 9788415986058 |
| Carrera, Filipe;Comunicar 2.0 - A Arte de Bem Comunicar no Século XXI, Edições Sílabo, 2012. ISBN: 978-972-618-659-5 |
| Castro, João;Comunicação de Marketing, Edições Sílabo, 2007. ISBN: 978-972-618-463-8 |
The working sessions will follow a theoretical and practical guidance, seeking to reconcile the expository teaching model with a constant concern of concrete link to business reality. The theoretical concepts and models presented will always be related to the consequent practical applicability in properly identified business scenarios.
Avaliação apenas com exame final
2 - Final Evaluation
- Exam (Written Test): 100%
The practical projects can also be considered, with half of the percentage defined for the continuous assessment, as long as the teacher is informed about this decision by the student.
The work referred to corresponds to the structuring of a Communication Plan, based on the contents of the classes and a script provided by the teacher. The resulting output will be a document composed of analytical, strategic and tactical aspects, against a certain business communicative context. The company to study may be suggested by the students or recommended by the teacher.
In accordance with the explanation in the regulation of the cycle of studies
In accordance with the explanation in the regulation of the cycle of studies