Base Knowledge
N/A
Teaching Methodologies
The syllabus is developed through the use of analysis and discussion of issues and case studies. Additionally, students develop communication plans for an organization, in a real context.
Evaluation
Students may choose from the following modes:
– Continuous evaluation
– Final evaluation examination.
Whatever a chosen option, the evaluation always integrate two mandatory components :
– An individual evaluation, 50%, (minimum grade: 7,5)
– A teamwork, 50%, (minimum grade: 9,5). Note that in exam, this work can be developed individually.
Learning Results
It is intended:
– present strategic communication as a dependent and consequent field of social change;
– highlight the different forms of communication oriented towards the organizational objectives and interests of multiple stakeholders;
– develop the ability to analyze and critically address the factors inherent to strategic thinking in the field of communication;
– to design, implement and evaluate specific communication programs, within organizations, as a global and integrated system.
Program
1. The need and contributions of strategic communication for organizations:
– Culture, Identity and Reputation
2. Stakeholders and Communication Specifics:
– From Mass Media to Social Media
3. Implement Strategic Communication:
– From auditing to strategic communication planning.
Grading Methods
- - Individual and/or Group Work - 50.0%
- - Frequency - 50.0%
- - Individual and/or Group Work - 50.0%
- - Exam - 50.0%
Internship(s)
NAO
Bibliography
Christensen, L. T., & Cornelissen, J. (2017). Construindo pontes entre a Comunicação Organizacional e a Comunicação Corporativa: revisão, desenvolvimento e olhares para o futuro. Mediapolis–Revista de Comunicação, Jornalismo e Espaço Público, (4), 39-69.
Corneliessen, J.(2010). Defining Corporate Communication. Sage publications.
Gregory, A. (2015). Planing and Managing Public Relations Campaigns: a strategic approach (4th ed.). Kindle Editions.
Hallahan, K., Holtzhausen, D., Van Ruler, B., Verčič, D., & Sriramesh, K. (2007). Defining strategic communication. International journal of strategic communication, 1 (1), 3-35.
Heide, M., & Falkheimer, J. (2018) Strategic Communication. Routledge.
Thomaz J. C., & Brito, E. P. Z. (2007). Comunicação Corporativa: contribuições para a reputação das Organizações. Organicom, 4 (7), 2º Semestre.
Xifra, J,. & Lalueza, F. (2009). Casos de relaciones públicas y comunicación corporativa. Pearson Prentice Hall.