Base Knowledge
N/A
Teaching Methodologies
The program contents will be developed using methodologies that encourage the active participation of students in the sessions, including moments of research and discussion of topics. In addition, a “guided group project” is used, in which groups must present a communication plan.
Learning Results
1- Recognize strategic communication as a field dependent on and consequent to social change;
2- Relate different communication formations with organizational objectives and interests of multiple stakeholders;3- Plan specific communication programs.
Program
1. The need and contribution of communication for Organizations
1.1. From Culture to Organizational Reputation
2. Stakeholders and Communication Specificity
2.1. From mass media to social media
3. Implement strategic communication
3.1. From Auditing to strategic communication planning
Grading Methods
- - A group work. This component is worth 50% of the final grade and has a minimum grade of 9.5. Note: in examination, the work can be carried out individually. - 50.0%
- - An individual test of knowledge. This test is worth 50% of the final grade and has a minimum grade of 7.5. - 50.0%
Internship(s)
NAO
Bibliography
– Corneliessen, J. (2010). Defining Corporate Communication. Sage publications.
– 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.
– Falkheimer, J., & Heide, M. (2023). Strategic Communication (2nd Ed.) Routledge.
– Nothhaft, H., Werder, K. P., Ver?i?, D., & Zerfass, A. (Eds.). (2020). Future directions of strategic communication. Routledge.
– Smith, R. (2021). Strategic planning for Public Relations. Routledge
– Vokic, N. P., Vercic, A. T., & Coric, D. S. (2022). Strategic internal communication for effective internal employer branding. Baltic Journalof Management, 18(1), 19-33.
– Xifra, J. (2017). Manual de Relaciones Publicas e institucionales (3.ª ed.). Tecnos.