-
Presentation
Presentation
An organization only exists because it communicates. Doing so effectively, strategically, is central to your success. In this curricular unit, students will receive the basic concepts related to communication in an organizational context and will learn how to work out a strategic communicative plan
-
Class from course
Class from course
-
Degree | Semesters | ECTS
Degree | Semesters | ECTS
Bachelor | Semestral | 6
-
Year | Nature | Language
Year | Nature | Language
2 | Mandatory | Português
-
Code
Code
ULP451-1-22561
-
Prerequisites and corequisites
Prerequisites and corequisites
Not applicable
-
Professional Internship
Professional Internship
Não
-
Syllabus
Syllabus
1. Fundamentals of Strategic Communication
1.1. Key concepts: organisation, types of organisation and sectors of activity
1.2. Mapping society, context and transactional environment with impacts on the organization
2. Organizational Policies and Communication Policies
2.1. Organizational policies and stakeholder involvement
2.2. Mission, Vision and Values and the importance of its definition; Impacts on communication policy
3. Organizational Identity and Culture
3.1. Views on Organizational Identity and Culture
3.2. Strategic Communication and Organizational Behavior
3.3. Participatory Strategic Communication Planning Cycle
4. New Trends in Strategic Communication 4.
4.1. Organizational Citizenship and responsible innovation
4.2. Public affairs management, influence and lobbying
4.3. New contexts of strategic communication in new public spaces
-
Objectives
Objectives
To develop students' ability to analyze, critical thinking and strategic thinking.
To give students the advanced knowledge of strategic communication and its importance in the organization's strategy
To help students understand new trends in strategic communication
To support students with knowledge to design and implement a Strategic Communication policy and a strategic cycle of integrative and participatory communication
-
Teaching methodologies and assessment
Teaching methodologies and assessment
Fundamental theoretical concepts will be transmited by the teacher, who will encourage debate and critical evaluation. The learning process is collaborative and based on the analysis of concrete cases. Debate on problems and concrete solutions will be encouraged. Professional guests in the area of strategic communication will be invited
Evaluation is continuous and consists of four elements:
- Written work, with critical analysis of a theme suggested by the teacher - 35%
- Presentation of a sketch of a participatory Strategic Communication model for an organization - 10%
- Final assigment ans it's presentation - 40%
- Interest and knowledge demonstrated in classes - 15%
The continuous evaluation model requires a minimum classification of 8 values at each evaluation elements.
Attendance stipulated in Lusófona's regulations is mandatory
Evidence of plagiarism or assigment written by a third entity will result in zero classification of the assigment
-
References
References
Argenti, P. (2015). Corporate Communication. McGraw-Hill Higher Education.
Argenti, P., Howell, R., & Beck, K. (2005). The Strategic Communication Imperative. MIT Sloan Management Review, 46(3), 82-89.
Balonas, S., Ruão, T., & Carrillo, M. V. (2021). Strategic Communication in Context: Theoretical Debates and Applied Research. UMinho Editora/CECS.
Falkheimer, J., & Heide, M. (2018). Strategic Communication: An Introduction. Routledge.
Gates, L. P. (2010). Strategic Planning with Critical Success Factors and Future Scenarios: An Integrated Strategic Planning Framework.
Monteiro, A. C., Caetano, J., Marques, H., & Lourenço, J. (2006). Fundamentos de Comunicação. Sílabo.
Pereira, O. G. (1999). Fundamentos de comportamento organizacional. Fundação Calouste Gulbenkian.
Ribeiro, J. (2008). Comportamento Organizacional. ANJE e EduWeb.
Ruão, T. (2016). A organização comunicativa: teoria e prática em Comunicação Organizacional. CECS UMinho.
-
Office Hours
Office Hours
Nome do docente Alexandra Figueira
Horário de atendimento Segunda-feira, das 14h30 às 15h30, apenas mediante agendamento prévio
Sala A designar
-
Mobility
Mobility
No