Organizational Communication Management

Prerequisites (CB)

To successfully complete the course unit, it is recommended that students possess prior knowledge of:

CB1. Management Fundamentals.

CB2. Marketing Fundamentals.

CB3. Organizational Behavior.

CB4. Digital skills and the use of productivity software applications.

Teaching Methodologies (TM)

The teaching methodologies promote active, collaborative, and student-centered learning, fostering the integration of theoretical concepts and practical application.

TM1. Interactive lectures aimed at presenting key concepts, models, and trends in organizational communication.

TM2. Case study and discussion, enabling the analysis of communication practices across different organizations and contexts.

TM3. Problem-solving and practical exercises, applying techniques for communication diagnosis, planning, and evaluation.

TM4. Group project development, focused on creating an Integrated Communication Strategic Plan for a real or simulated organization.

TM5. Guided use of digital tools-including collaborative platforms, digital communication applications, and Generative Artificial Intelligence-in accordance with ethical principles and academic integrity.

TM6. Continuous formative feedback through the presentation, discussion, and critical reflection on work produced, fostering continuous skill improvement.

TM7. Use of interactive educational technologies (Kahoot, Mentimeter, Socrative, Miro, Padlet, and Generative AI tools), promoting immediate feedback, collaborative learning, and the development of digital literacy.

Learning Outcomes (LO)

By the end of the course unit, students should be able to:

LO1. Understand the fundamentals of organizational communication, recognizing its strategic role in management, organizational coordination, and value creation.

LO2. Analyze the communication processes, flows, and tools used by organizations, identifying their suitability for different internal and external audiences.

LO3. Design integrated organizational communication strategies, coordinating institutional communication, marketing, digital communication, and brand management.

LO4. Develop strategic communication plans, defining objectives, audiences, messages, channels, evaluation indicators, and monitoring mechanisms.

LO5. Apply digital tools and Generative Artificial Intelligence critically, ethically, and responsibly in the planning, implementation, and evaluation of organizational communication.

LO6. Recognize the importance of ethics, social responsibility, and sustainability in building organizational identity, reputation, and credibility.

Associated Competences (AC)

The course unit contributes to the development of the following competencies:

AC1. Apply organizational communication models and concepts in different institutional contexts.

AC2. Diagnose communication needs and identify opportunities for improvement in communication processes.

AC3. Develop integrated communication solutions using analytical methodologies and digital tools.

AC4. Prepare and present strategic communication plans in a clear, well-founded, and results-oriented manner.

AC5. Work collaboratively to solve organizational problems related to communication.

AC6. Use digital technologies and Generative Artificial Intelligence in an ethical, critical, and responsible manner.

AC7. Critically evaluate organizational communication strategies, proposing innovative solutions supported by scientific evidence and digital tools.

Syllabus

P1. Fundamentals of Organizational Communication

• Concept and evolution of organizational communication

• Communication as a management function

• Communication processes, flows, and barriers

• Formal and informal communication

P2. Communication, Organizational Culture, and Change

• Organizational culture

• Internal communication

• Organizational alignment

• Communication during change processes

• Communication in crisis situations

P3. Publics and Stakeholders

• Internal and external publics

• Stakeholders

• Audience segmentation

P4. Integrated Communication, Marketing, and Brand Management

• Integrated communication

• External communication

• Relationship between organizational communication and marketing

• Brand management

• Organizational communication mix

• Digital communication

• New forms of interaction

P5. Corporate Communication, Reputation, and Ethics

• Corporate communication

• Organizational identity

• Organizational image

• Organizational reputation

• Organizational transparency

• Corporate Social Responsibility (CSR)

• ESG and sustainable communication

P6. Integrated Communication Strategic Plan

• Communication diagnosis

• Communication audit

• SMART objectives

• Target audiences

• Strategies

• Messages

• Media selection

• Timeline

• Budget

• Performance indicators (KPIs)

• Evaluation

Assessment Methods (AM)

Assessment focuses on demonstrating the acquisition of knowledge, analytical skills, planning capabilities, and the practical application of the course content.

A) Continuous Assessment

AM1. Classroom Participation and Activities (40%)

Participation in discussions, completion of exercises and case studies, and use of digital pedagogical tools.

AM2. Individual Written Assignment (20%)

Critical analysis of the organizational communication of a real-world organization, identifying strengths, opportunities for improvement, and evidence-based recommendations.

AM3. Group Project with Oral Presentation (40%)

Integrated Strategic Communication Plan: Group development of a strategic communication plan for an organization. The Strategic Plan must include a communication diagnosis, objective setting, audience segmentation, strategies, an action plan, a timeline, a budget, performance indicators, and a proposal for evaluating results.

Final Grade Formula (Continuous Assessment):

FG = 0.40 × Participation + 0.20 × Individual Assignment + 0.40 × Strategic Plan

For approval in this curricular unit, the student must obtain a final grade of 10 or higher.

Students covered by the Working Student Status follow the regulations set out in the Academic Regulations.

Whenever there are well-founded doubts regarding authorship or mastery of the presented content, an oral exam may be required.

B) Exam-based Assessment (Resit, Special, and Completion Exam Periods)

The final exam for this course consists of an assignment/paper based on guidelines to be provided.

Use of Generative Artificial Intelligence

The use of Generative Artificial Intelligence is permitted as a tool to support learning and the development of academic work, provided that the principles of academic integrity, transparency, and individual responsibility are upheld.

It is permitted for:

• exploratory research;

• idea generation;

• organizing information;

• language review;

• methodological support;

• data analysis;

• developing digital content;

• other uses authorized by the instructor.

It is not permitted for:

• replacing the student's intellectual work;

• fabricating or manipulating data;

• generating work produced entirely by AI;

• inputting confidential information into public platforms;

• violating copyright or ethical principles.

Students bear full responsibility for the content submitted and may be asked to justify the use of the tools employed.

NAO