| 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 |
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, organizational image, communication planning and organizational image and the effectiveness of communication .
OBJECTIVES AND EXPECTED 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 BE DEVELOPED
- 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 Face to Face Communication
1.5 Multimedia Communication
1.6 Audio Communication
1.7 Writing 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
- The objective "to raise students' interest in communication and business image, as well as to facilitate logical, critical and analytical reasoning" will be achieved with the programmatic content set out in Chapter 1;
- The objective of "articulating the various communication tools and techniques, in line with the marketing objectives and strategies and the strategic objectives of the company" will be achieved with the programmatic contents set out in Chapters 2 and 3 (the latter being conducive to a practical application of them, through the structuring of a Communication Plan).
| 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 work sessions will follow a theoretical-practical orientation, trying to reconcile the expository model of the teacher with a constant concern of concrete connection to the business reality. The concepts and theoretical models presented will always be related to the consequent practical applicability in properly identified business scenarios.
Avaliação distribuída com exame final
| Description | Type | Time (hours) | Conclusion Date |
|---|---|---|---|
| Attendance (estimated) | Lessons | 45 | |
| Participação Presencial | 9 | ||
| Study | 106 | ||
| Total: | 160 |
- Exam (Written Test): 100%
Note: Practical or theoretical work can also be considered, with a weighting corresponding to half that considered in the context of continuous assessment. To this end, the student should communicate this intention to the teacher through the completion of a form that is made available by the teacher at the moment of the written test.
1 - Group work: the work requested 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.
2 - Individual Work: Critical Review of a Scientific Article (researched at the ABI / INFORM and submitted through the ISAG e-Learning Platform)
In accordance with the Regulation of the course.
In accordance with the Regulation of the course.
Classes foster a critical and self-critical sense, as well as the practice of an ethical attitude in personal and professional terms. By promoting the development, exposure and critical discussion of cases and exercises, the reinforcement of analytical capacities is encouraged. Participation in classes and presentation and defense of individual and group work allow the development of oral and written communication skills. In addition, students acquire diverse skills, such as: prioritization, teamwork, ability to identify and solve problems; organize, plan and schedule tasks; have a spirit of initiative; knowledge (theoretical, technical and operational).
Regarding the scientific research competencies, the objective is to familiarize them with research terminology in Business Communication and Image; selection and collection of information; bibliographic research; identification and reference of the sources of information used; critical analysis and synthesis of information.