Class Gestão Integrada da Comunicação

"Integrated Communication Management" course is part of the Strategic Communication area and aims to give students the skills to develop a strategic vision applied to the planning and preparation of integrated communication strategies, using different communication tools in an articulated manner.

1. Brief historical introduction to strategic communication planning

1.1. Concept of strategy

1.2. The rise of the strategy in the different communication scenarios

2. Organization strategy and communication strategy

2.1. Brief overview on the institutional brand, mission, vision, values and objectives of the organization and its impacts on the communication strategy

2.2. The process of situation diagnosis

2.3. Strategic decisions in communication - decision tools

3. Design of the Strategic and Operational Plan

3.1. Organizational integrated communication strategy

3.4. Integration of tools, with objectives, stakeholders and communication opportunities

4. Operational Communication Planning

4.1. Articulation of the organization's communication strategy with those of products and services

4.2. Communication and contingency plan, tools for evaluation and evaluation of communication actions

- Theoretical lectures - the teacher will elaborate and present the topics expecting students' critical and interactive participation.

- Demonstration and interrogation - supported in online and offline contexts will be demonstrated the relevance and usefulness of the subject, in appplied contexts, encouraging the students to research and analyze and to look for alternatives and innovative ideas.

- Collaborative learning based on real case resolution

- Internet and Market Blended approach - online and video contents; participation of professionals guests in class

Continuous Assessment with final exam: Moment 1 - Individual Evaluation - 40%; Moment 2 - Communication Plan group work for real case resolution - 50%; Moment 3 - Presentation of work group with individual defense -10%. Each evaluation presupposes a minimum grade of 8 values, in the Continuous regime and implies and attendance of 75%.

• Smith, R. D. (2011). Strategic Planning for Public Relations (3rd Ed.), New Jersey: Taylor & Francis.

• Grunig, L. A., et al (2013), Excellence in Public Relations and Communication Management, New York: Routledge.

• Caetano, J. ; Rasquilha, L. (2007). Gestão e planeamento de comunicação. Lisboa: Quimera.