Base Knowledge
not applicable
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:
Curricular Unit Teachers
Grading Methods
- - Individual and/or Group Work - 50.0%
- - Exam - 50.0%
- - Frequency - 50.0%
- - Individual and/or Group Work - 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. 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.