| Code: | MDCMU103 | Acronym: | CEMPIN |
| Web page: | https://www.isag.pt/isag/disciplinas_geral.formview?p_cad_codigo=MDCMU103&pv_periodo_pe=1S&p_ano_lectivo=2016 |
| Teaching Area: | Marketing |
| Acronym | Study plan | Curriculum Years | ECTS | Contact hours | Total Hours |
|---|---|---|---|---|---|
| MDCM | Aviso n.º 13833/2011 | 1º | 6 ECTS | 1 | 1 |
| Theoretical-Practical: | 40,83 |
| Orientação Tutorial: | 0,00 |
Teaching - Hours
|
SUMMARY DESCRIPTION OF CURRICULAR UNIT
In the current context of changing the structural paradigm of Business Communication - which witnesses the profound changes in business models and the increasing fragmentation of audiences, media and audiences - marketers are faced with very interesting phenomena such as hybridization of language ( civic and commercial) brands to make use of pronouns (such as "I" and "MY"), the co-creation to play a leading role, and persuasive massification to give way to targeting and involvement.
Given this complex scenario, planning the integration of different communication techniques (massed and relational) strategically results from a broad awareness of on their influence on the two classic dimensions of communicative business performance: the internal, in the context of what is fundamental take care of the relationship with and among employees; and external, which requires the management of the relationship with stakeholders (customers, suppliers, media and other public).
This is the action field of this course: know how to operationalize communication policies expressed in the marketing strategies of organizations, realizing the importance of efficiently integrated communication.
AIMS AND LEARNING OUTCOMES
This course will allow students to:
- Gain new knowledge and skills related to business communication;
- Clarifying the specific terminology of the area;
- Know how to articulate the company's strategy with the communication strategy;
- Plan business communication in an environment where the relationship marketing and the possibilities / opportunities offered by new technologies have emerged a new approach to marketing communication (multi or 360);
- Understand how to plan, implement and monitor an integrated business communication strategy.
SKILLS
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 the organizations;
- Recognize the role of directed communication in the relations with the public;
- Understand the importance of the workforce in achieving the organization's objectives;
- Know how to establish an efficient and permanent communication with the media;
- Knowing how to define a communication strategy using the various communication media;
- Know the various tools of the communication process and contextualize the integrated communication in global marketing process;
- Know how to characterize and relate the components and factors of communication processes, to interpret concrete situations and proposing solutions;
- Know diagnose the impact of communication in different organizational contexts;
- Know how to propose communication actions in response to previously defined objectives;
- Develop a Integrated Business Communication Plan.
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. Adressed 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 cronogram
4:10 Monitoring and evaluation of results
| Joep Cornelissen;Corporate communication: A guide to theory and practice, Sage Publications, 2014. ISBN: 978-1-4462-7495-8 |
| Paul Argenti;Comunicação Empresarial ¿ A Construção da Identidade, Imagem e Reputação, Elsevier - Editora Campus, 2006. ISBN: 13-978-85-352-2094-0 |
| Paul Argenti;Corporate Communication, Irwin/McGraw-Hill, 2013. ISBN: 978-0-07-340317-5 |
| Ruão, T., Freitas, R., Ribeiro, P. & Salgado, P. ;Comunicação Organizacional e Relações Públicas, Horizontes e Perspetivas. Relatório de um Debate, . CECS ¿ Centro de Estudos e Comunicação e Sociedade, Universidade do Minho, 2014 |
| Goodman, M. & Hirsch P. ;Corporate Communication: Tactical Guidelines for Strategic Practice, New York: Business Expert Press, 2012. ISBN: 978-1-60649-308-3 |
| Cees van Riel & Charles Fombrun;Essentials of Corporate Communication, Routledge, 2007. ISBN: 978-0-415-32826-5 |
The syllabus is approached from a theoretical and practical perspective with references to national or international reality whenever appropriate. It will use the expository method for the introduction of the theoretical concepts and the interrogative method for reflection on the contents. The use of active methods resorting the real situations, case studies and practical work will also be contemplated.
There will be a tutorial monitoring of students directly related to the development of an individual project (Integrated Business Communication Plan), where students apply the knowledge and practices acquired throughout the course.
Avaliação distribuída com exame final
| Description | Type | Time (hours) | Conclusion Date |
|---|---|---|---|
| Attendance (estimated) | Lessons | 45 | |
| Participação Presencial | 10 | ||
| Study | 50 | ||
| Teste/Exame | 5 | ||
| Projectos | 50 | ||
| Total: | 160 |
Develop a Integrated Business Communication Plan: 25%
Presentation of Integrated Business Communication Plan in class: 5%
ISAG activities e-learning platforforma: 10% (5% each)
Individual written test: 60%
Develop a Integrated Business Communication Plan: 30%
Individual written test: 70%
A) Integrated Business Communication Plan Realization (continuous evaluation and final evaluation):
The referenced individual work means the structuring of a Communication Plan, based on the content of the classes and a script provided by the teacher. The resulting output is a document composed of analytical, strategic objectives and tactics, face a particular communicative business context. The company to study may be suggested by students or recommended by the teacher.
The evaluation of the project work will be based on the preparation of a report to be delivered to the teacher in 7 February 2017 class (ISAG via e-learning platform and date after which the work will not be accepted). Oral presentation will take place on the date specified in the indicative schedule of sessions (the presentation will be carried out in alphabetical order the names of the students, and the delivery of the document via ISAG e-learning platform, performed only on the last day provided for presentations as referenced above).
B) Presentation of individual project (continuous evaluation):
Alongside the individual performance (creativity / originality) in the presentation of the communication plan it is expected an analytical approach. Each presentation aims to be a critical analysis by students and later by the teacher.
C) It is necessary to obtain a score greater than or equal to 9.5 (nine and a half value) of each evaluation element to obtain approval for the course.
D) The written exam will last 1.5 hours.