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Integrated Business Communication

Code:

MDCM2102

Acronym:

CEIN

Subject: 2020/2021 - 1S

Teaching Area:

Marketing

Programmes

Acronym	Study plan	Curriculum Years	ECTS	Contact hours	Total Hours
MDCM	Aviso nº 9882/2017	1º	4 ECTS	39	107

Hours Effectively Taught

MDCM1

Theoretical-Practical:	24,00
Orientação Tutorial:	0,00

Teaching - Hours

Theoretical-Practical:	2,00
Orientação Tutorial:	0,60

Aims, Skills and Learning Outcomes

DESCRIPTIVE SUMMARY OF THE CURRICULAR UNIT

In the current context of changing the structuring paradigm of Business Communication, profound changes in business models are observed in an increasing fragmentation of audiences, media and audiences, where marketers are faced with very interesting phenomena, such as the hybridization of language (civic and commercial), brands to use pronouns (such as "I" and "MY"), co-creation to take center stage, the creation of content together with the ability to provide experiences to be synonymous with added value, and massification persuasive to give way to segmentation and engagement.

This is the field of action of the present curricular unit: operationalize the communication policies expressed in the marketing strategies of 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 relevant audiences, leading to transparent relations and a positive impact of business activity on public opinion.

OBJECTIVES AND EXPECTED LEARNING OUTCOMES

As teaching is based on the transmission of academic knowledge and professional practices within the scope of integrated business communication, and embodied in the realization of practical exercises and case studies, this course will allow students to:

- Obtain new knowledge and skills related to business communication;

- Demystify the area's own terminology;

- Know how to articulate the company's strategy with the communication strategy;

- Planning business communication in a context where relational marketing and the possibilities / opportunities, provided by new technologies, have given rise to a new approach to Marketing Communication;

- Understand how to plan, implement and monitor an integrated business communication strategy.

COMPETENCES TO DEVELOP

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 global strategy of organizations;

- Recognize the role of targeted communication in relation to audiences;

- Understand the importance of the internal public in the possible realization of the organization's objectives;

- Know how to establish an efficient and permanent communication with the media;

- Know how to define a communication strategy using different communication media;

- Know the various tools of the communication process and contextualize the integrated communication in the Global Marketing process;

- Know how to characterize and relate the components and factors of the communication processes, when interpreting concrete situations and when 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

Baynast, A., Lendrevie, J.; Lévy, J. e Dionísio, P.; Rodrigues, V.;Mercator¿O Marketing na Era Digital, Publicações Dom Quixote,, 2018. ISBN: 978-972-20-6591-7

Rego, A.; Comunicação Pessoal e Organizacional ¿ Teoria e Prática., Edições Silabo, 2016. ISBN: 9789726188520

Supplementary Bibliography

Caetano, J.; Marques, H. e Silva, C. ;Publicidade. Fundamentos e Estratégias., Escolar Editora, 2011

Amaral, Isabel;Imagem e Sucesso, Casa das Letras, 2018. ISBN: 9789897418853

Giacaglia, Maria; Organização de Eventos-Teoria e Pratica, Pioneira Thomson Learnig, 2003. ISBN: 9788522103010

Paula, A., Zeferino, A., Carvalho, F., Gouveia, M., Faustino, P., Coutinho, V.;Marketing Digital Para Empresas, Editora Perfil Criativo, 2019. ISBN: 978-989-54139-4-2

Lendrevie, J.; Baynast, A.; Dionísio, P.; Rodrigues, V. ;Publicitor: comunicação 360º online offline,, Dom Quixote, 2010. ISBN: 9789722043298

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

Description	Type	Time (hours)	Conclusion Date
Attendance (estimated)	Lessons	30
Writing Exame	Teste/Exame	2	2021-01-20
Acompanhamento	Participação Presencial	9
Trabalho Campo	Projectos	30
	Study	36
	Total:	107

Continuous Assessment

Continuous evaluation:
Written Test: 70%

Communication Plan: 30%

a) Diagnosis: (5%) - document: submision through the e-learning platform

b) Final version of the Plan: (25%) - document: submision through the e-learning platform

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 referred to in sub-paragraphs b) to e) of paragraph 2 of Art. 39, 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

Exame Final: 100%

Proofs and special works

Special Assessment (TE, DA, ...)

Improvement of final grade

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.