Expression and Communication Techniques Il

Code:

LRE2216

Acronym:

TECII

Subject: 2020/2021 - 1S

Teaching Area:

Portuguese Language

Programmes

Acronym	Study plan	Curriculum Years	ECTS	Contact hours	Total Hours
LRE	Aviso nº 9881/2017	2º	4 ECTS	42	107

Hours Effectively Taught

LRE2ERASMUS

Theoretical-Practical:	13,00
Other:	0,00

LRE2A

Theoretical-Practical:	31,00
Other:	12,00

Teaching - Hours Theoretical-Practical: 2,00 Other: 0,80

Aims, Skills and Learning Outcomes

The curricular unit of Expression and Communication Techniques II aims at integrating the essential language concepts with the diverse styles within the context of corporate communication. This curricular unit will focus on the relationship between language expressiveness in articulation with the evocative power of images, leading to the elaboration of corporate communication campaigns. Another goal is to identify and analyse the fluxes of internal and external corporate communication, in connection with the increasing impact of new technologies.

GOALS AND LEARNING OUTCOMES

- Promote contact with new communication paradigms;
- Develop the verbal / non-verbal expression levels;
- Think about the expressive possibilities that result from the combination between image and text;
- Identify the fluxes of internal corporate communication;
- Provide the adequate working tools (theoretical and operational) to elaborate communication campaigns.

SKILLS TO BE DEVELOPED

The students should develop their written and oral skills. They should also master the correct use of investigation techniques, work the data collection methodologies as well as the information treatment process, in order to assure the transfer of the theoretical knowledge to the real companies¿ environment. Finally, students should also understand the corporate communicational patterns, as well as their respective models and protocols.

Programme

1.1 New Communication Paradigms
1.2 Written expression and its relation with images
1.3 The conception of communication projects
1.3.1. The campaigns
1.3.2. The messages
1.3.3. The Media
1.3.4. Portugal s communication campaign

2. Corporate expression and communication
2.1 Corporate communication
2.1.1. Structure definition
2.1.2. Content identification
2.2. Internal Communication
2.2.1. Corporate internal communication
2.2.2. Corporate communication styles
2.2.3. The internal Communication Plan
2.2.4. Internal communication: tools and solutions
2.2.5. Levels of internal communication
2.2.6. Internal communication channels
2.2.7. Internal communication functions
2.2.8. Organizational culture: structure and barriers
2.3. External Communication
2.3.1. The terminology of the communication area
2.3.2. Corporate image policy
2.3.3. The opinion leaders
2.3.4. Communication campaigns
2.3.5. Communication and the new technologies

Demonstration of the syllabus coherence with the curricular unit's learning objectives

This goal will be reached through the contents and practical examples provided in the classes (see sub chapters 1.1 to 1.3)

- Develop the verbal / non-verbal expression levels:
In this case, the goal will be reached with the contents included in sub chapter 1.2

- Think about the expressive possibilities that result from the combination between image and text:
The main points that will allow this goal are located in sub chapters 1.3.1 to 1.3.4

- Identify the fluxes of internal corporate communication:
This goal will be reached through the analysis of the topics lectured in Sub chapters 2.1 to 2.2.8

- Provide the adequate working tools (theoretical and operational) to elaborate communication campaigns:
Regarding this goal, the main issues correspond to sub chapters 2.3 to 2.3.5.

Main literature

Argenti, Paul;Comunicação Empresarial - A Construção da Identidade, Imagem e Reputação, Elsevier - Editora Campus, 2006. ISBN: 978-85-352-2094-0

Rego, Arménio;Comunicação Pessoal e Organizacional, Edições Sílabo, 2013. ISBN: 978-972-618-711-0

Supplementary Bibliography

Castro, João;Comunicação de Marketing, Edições Sílabo, 2007. ISBN: 978-972-618-463-8

Lendrevie, Jacques, et al;Publicitor, Comunicação 360º online/offline, D. Quixote, 2010. ISBN: 978-972-20-4329-8

Monteiro, Ana, et al;Fundamentos de Comunicação, Edições Sílabo, 2012. ISBN: 978-972-618-515-4

Learning Methods

Assessment Components

Avaliação distribuída com exame final

Assessment Components

Description	Type	Time (hours)	Conclusion Date
Attendance (estimated)	Lessons	30
	Teste/Exame	3
	Participação Presencial	12
	Projectos	12
	Study	50
	Total:	107

Continuous Assessment

Test 1 and Test 2: (35% + 35%)

According to the Assessment Rules:

a) All students will register their presence during lessons and, if their absenteeism rate is over 30% of the total number of lessons for each course unit, they will automatically be transferred to the final assessment modality of the regular season.
b) In written tests and evaluation elements it is required a minimum score of 7.5 (seven point five) values is required.
c) In case students miss or obtain less than 7.5 in the written tests or the written projects, they will be automatically transferred to Final Assessmen of the regular season
d) In case students miss or obtain less than 7.5 in the second written test, they may only be subject to the Appeal season for tests.
e) All the written assessments included in the evaluation (reports, case studies, etc.) must be submitted through the Turnitin data base, available at the eLearning Platform. It would be accepted a similarity rate of less than 30%.

Final Exam

Special Assessment (TE, DA, ...)

Improvement of final grade

Demonstration of the coherence between the teaching methodologies and the learning outcomes

In this specific case the goal will be reached through the commented reading of real examples

- Develop the verbal / non-verbal expression levels:
In this specific case the goal will be reached through the guided approach of real communication examples

- Think about the expressive possibilities that result from the combination between image and text:
In this specific case the goal will be reached through the analysis of simulated business environments.

- Identify the fluxes of internal corporate communication:
In this case the goal will be reached through the commented reading of practical cases

- Provide the adequate working tools (theoretical and operational) to elaborate communication campaigns:
This goal will be reached through the tutorial guidance conceived to support the development of the group projects.