Base Knowledge
A solid command of the Portuguese language, in terms of grammatical rules and structures, as well as an understanding if the importance of communication in any organisation, are essential for the successful completion of this curricular unit.
Teaching Methodologies
The teaching methodologies to be used will combine theoretical teaching in approaching the themes, with practical application through examples that illustrate them, practical cases of analysis and discussion, exercises in individual and group classes, to encourage active participation.
When approaching the content, audiovisual and digital media will be used to present the content in order to create interactivity and participation.
The pedagogical methods to be used will be: expository, interrogative and case study, enabling the conciliation between the presentation and analysis of concepts and theoretical approaches with active student interaction methodologies, allowing the confirmation of the contents learned with a strong approach to the current real organizational contexts.
Tools that facilitate learning and stimulate students will be used, making use of educational technology, such as: Kahoot, Socrative and Mentimeter, among others.
Learning Results
By the end of this course, students should be able to:
a) Understand the importance of organizational communication, recognizing its strategic, transversal, and integrative role in the functioning of organizations;
b) Distinguish the different types, flows, and processes of organizational communication, identifying their functions in the internal and external context;
c) Understand communication management as a support function for management, analyzing its relationships, content, and forms of action in organizations;
d) Analyse the role of communication in organizational culture and change processes, recognizing its relevance for organizational alignment and change management;
e) Define communication objectives appropriate to the internal and external organizational contexts, considering the audiences and strategic objectives of the organization;
f) Know and apply internal and external communication tools and techniques, including digital media, in accordance with contemporary organizational communication practices;
g) Understand, analyse, and use the integrated communication strategic plan as a management tool, recognizing its usefulness in supporting organizational decision-making;
h) Recognize and apply ethical principles and social responsibility in organizational communication, contributing to the construction of the organization’s and/or brand’s identity, reputation, and credibility.
Program
1. Organizational Communication: Fundamentals and Processes
1.1. Concept and importance of organizational communication
1.2. Communication as a management function
1.3. Processes, flows, and barriers to communication in organizations
2. Communication, Organizational Culture, and Change
2.1. Communication and organizational culture
2.2. Internal communication and organizational alignment
2.3. Communication in contexts of change and crisis
3. Organizational Publics and Stakeholders
3.1. Concept of publics and stakeholders
3.2. Internal and external publics
3.3. Public segmentation and strategic implications for communication
4. External Communication, Marketing, and Brand Management
4.1. Integrated Communication: Concept and Principles
4.2. External Communication and Organizational Objectives
4.3. Relationship between Organizational Communication and Marketing
4.4. Communication, Marketing, and Brand Management
4.5. Organizational Communication Mix
4.6. Digital Communication and New Forms of Interaction
5. Institutional Communication, Reputation, and Ethics
5.1. Institutional Communication
5.2. Organizational Identity, Image, and Reputation
5.3. Ethics, Transparency, and Corporate Social Responsibility
6. Integrated Communication Strategic Plan
6.1. Communication Diagnosis
6.2. Definition of Communication Objectives
6.3. Identification and Characterization of Audiences
6.4. Strategies, Messages, and Media
6.5. Communication Evaluation
Curricular Unit Teachers
Raquel Maria Correia CardosoInternship(s)
NAO
Bibliography
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Cornelissen, J. P. (2020). Corporate communication: A guide to theory and practice (6ª ed.). London, UK: Sage Publications. ISBN 9781529712674.
Dionísio, P., & Rodrigues, J. (2023). AI Inovador: Como a inteligência artificial está a transformar os negócios. Lisboa: Actual Editora.
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Kotler, P., & Keller, K. L. (2016). Marketing management (15ª ed.). Boston, MA: Pearson.
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Pina e Cunha, M., Cunha, R. C., Rego, A., Neves, P., & Cabral-Cardoso, C. (2016). Manual de comportamento organizacional e gestão (8.ª ed.). Lisboa: RH Editora.
Rego, A. (2016). Comunicação pessoal e organizacional: Teoria e prática (4.ª ed.). Lisboa: Edições Sílabo.
Robbins, S. P., & Judge, T. A. (2017). Comportamento organizacional (17ª ed.). Harlow, UK: Pearson.