Organizational Communication Management

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.

The aim of this curricular unit is for students to develop knowledge and communication management skills in an organizational context, contributing to the success of organizations that operate in an environment of increasing complexity.

  At the end of the curricular unit, students should be able to:

a) understand the importance, strategic and holistic role of organizational communication in the organizational system;

b) know how to distinguish the various types and processes of communication in organizations;

c) understand communication management, its relationships and forms;

d) manage communication with culture and organizational change;

e) know how to define objectives for communication in an internal and external organizational context;

f) know current internal and external communication instruments and techniques;

g) prepare and intervene in the organization’s strategic integrated communication plan;

h) know and apply good organizational communication practices with ethics and social responsibility, promoting the identity and reputation of the brand and/or organization.

1. Communication in organizations

    1.1. Concept, importance and flows of communication in organizations

    1.2. Communication processes

2. Communication management

    2.1. Concepts: management and communication

    2.2. Relationship, content and forms of communication

    2.3. Good organizational communication practices

3. Communication and organizational culture

4. Communication and change management

5. Integrated Communication

      5.1. Internal communication management

              5.1.1. Instruments and means

              5.1.2. The internal communication plan

       5.2. External Communication Management

              5.2.1. Communication mix

              5.2.2. Communication techniques

              5.2.3. The role of technologies and new forms of social interaction

6. The Integrated Communication Strategic Plan

7. Institutional communication

      7.1. Identity, ethics, image and corporate social responsibility