Integrated Business Communication

Subject: 2018/2019 - 1S

Programmes

Hours Effectively Taught

MDCM1

Aims, Skills and Learning Outcomes

DESCRIPTIVE SUMMARY OF CURRICULAR UNIT
In the current context of changing the structuring paradigm of Corporate Communication - where there are profound changes in business models and a growing fragmentation of audiences, media and audiences - marketers are faced with very interesting phenomena such as the hybridization of language civic and commercial), brands using pronouns (such as "I" and "MY"), co-creation to take center stage, content creation together with the ability to provide experiences to be synonymous with added value and persuasive massification to give way to segmentation and involvement.
This is the field of action of this curricular unit: to operationalize the communication policies expressed in the marketing strategies of the organizations, realizing the importance of efficiently integrated communication: both in a perspective of profitability of results, and in the reinforcement of a bidirectional discourse with its public relations, leading to transparent relations and a positive impact of business activity on public opinion.

OBJECTIVES AND EXPECTED LEARNING OUTCOMES
Being the teaching based on the transmission of academic knowledge and professional practices in the scope of integrated business communication, and based on practical exercises and case studies, this curricular unit will allow students to:
- Obtain new knowledge and skills related to business communication;
- Demystify the terminology proper to the area;
- Know how to articulate the company's strategy with the communication strategy;
- Plan business communication in a context where relational marketing and possibilities / opportunities, provided by new technologies, have emerged a new approach to Marketing Communication (multichannel or 360º);
- Understand how to plan, implement and monitor an integrated business communication strategy.

COMPETENCES TO BE DEVELOPED
At the end of the course, students should be able to:
- Understand the importance of business communication and organizational culture in the implementation of the organizations global strategy;
- Recognize the role of targeted communication in relation to the public;
- To understand the importance of the internal public in the possible accomplishment of the objectives of the organization;
- To know how to establish an efficient and permanent communication with the media;
- Know how to define a communication strategy using the various communication media;
- To know the various tools of the communicational process and to contextualize integrated communication in the Global Marketing process;
- Know how to characterize and relate the components and factors of communication processes, when interpreting concrete situations and proposing solutions;
- Know how to diagnose the impact of communication in different organizational contexts;
- Know how to propose communication actions in response to previously defined objectives;
- Develop a communication plan.

Programme

1. Communication and Corporate Culture / Organizational
1.1 The communication process
1.2 The genesis of communication and organizations
1.3 The business communication in the marketing context
1.4 The study of communication in organizations
1.5 Organizational culture and its manifestations
1.6 The image of the organizations
2. Addressed Communication
2.1 Marketing Targets
2.2 CommunicationTargets
2.3 Criteria for identification and distinction of public
2.4 New public and new trends in communication
3 - Integrated Business Communication
3.1 Internal Communication
3.1.1 Formal structures of organizations
3.1.2 Types, capital gains, functions, objectives, public, and media
3.1.3 Rumors
3.2 External Communication
3.2.1 Advertising
3.2.2 Public Relations
3.2.3 Direct Marketing
3.2.4 Promotions
3.2.5 Merchandising
3.2.6 Sponsorship and Patronage
3.2.7 Sales Force
3.2.8 Online and Mobile
3.3 Integrated Communication and Communication Mix
3.3.1 Public vs communicative techniques vs communication actions
3.4 Crisis Communication
4 - Integrated Business Communication Plan
4.1 The internal and external communication plan
4.2 SWOT analysis and audit communication
4.3 Analysis and diagnosis
4.4 Definition of objectives and positioning
4.5 Selection of public
4.6 Selection of communication techniques
4.7 Message Definition
4.8 Choice of communication channels
4.9 Quantification and chronogram
4:10 Monitoring and evaluation of results

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

- The objectives «To obtain new knowledge and skills related to business communication» and «Demystifying the terminology proper to the area» will be achieved, in a transversal way, with the programmatic content embodied in all the chapters;
- The objective «To be able to articulate the company's strategy with the communication strategy» will be achieved with the programmatic contents set out in Chapter 1;
- The objective «Planning business communication in a context where the relational marketing and the possibilities / opportunities, provided by the new technologies, have emerged a new approach to Marketing Communication (multi-channel or 360º)» will be achieved with the programmatic content embodied in Chapters 2 (2.4 New public and new communication trends) and 3 (3.2.8 Online and Mobile);
- The objective «Understanding how to plan, implement and monitor an integrated business communication strategy» will be achieved with the programmatic content set out in Chapters 3 and 4.

Main literature

Supplementary Bibliography

Learning Methods

The contents are approached from a theoretical and practical perspective with references to national or international reality whenever appropriate. The expository method will be used for the introduction of the theoretical concepts and the interrogative method for the reflection on the contents. The use of active methods using real situations, case studies and practical work will also be considered.
There will be a tutorial follow-up of the students directly related to the development of a project (integrated business communication plan), where the students will apply the knowledge and practices acquired throughout the course unit.

Assessment Components

Avaliação distribuída com exame final

Assessment Components

Continuous Assessment

1 - Group work (Integrated Business Communication Plan): 25%

2 - group work presentation in class: 5%

3 - Individual written test: 65%

4 - Individual Work (Critical Review of scientific article - ABI Research / INFORM and delivery via ISAG e-Learning Platform): 5%

Under the terms of the Master's Regulation:

1. The students' attendance in classes will be recorded and, if the number of absences per student exceeds 30% of the total number of lessons scheduled for each course unit, the student will be automatically transferred to the final evaluation (regular season).

2. In the written tests and other assessment elements mentioned in paragraph 2 of Art. 24 it is necessary to obtain a minimum grade of 7.5 (seven point five) points.

3. If the student misses a test or receives a grade lower than 7.5 points in the tests or in another assessment element mentioned in the previous number, the student will be automatically transferred to the final evaluation (regular season).

4. If the student misses or obtains less than 7.5 in the second written test, held in the same date of the final exam in the regular season, they may apply for further evaluation in the Appeal season

Final Exam

Elaboration of a project work (Integrated Business Communication Plan): 20%
Individual written test: 80%

Proofs and special works

1- Elaboration of an Integrated Business Communication Plan (continuous evaluation and final evaluation):
The work referenced 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.
The evaluation of this project work will be based on the elaboration of a report, to be delivered to the teacher in printed form. The oral presentation and defense will take place on the date scheduled for the indicative program of the sessions (the presentation will be carried out in alphabetical order of the students' names);

Special Assessment (TE, DA, ...)

In accordance with the provisions of the Regulation of the Master Course in Business and Marketing Management.

Improvement of final grade

In accordance with the provisions of the Regulation of the Master Course in Business and Marketing Management.

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

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 works 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). With regard to scientific research competencies, students are expected to familiarize themselves with research terminology in Integrated Business Communication; selection and collection of information; bibliographic research; identification and reference of the sources of information used; critical analysis and synthesis of information.