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.
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 written test - 50.0%
- - teamwork - 50.0%
- - 2 Individual written tests - 50.0%
- - teamwork - 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.