Part of this Programme
Applied Communications: Marketing, Advertising and Public Relations
Level of Qualification|Semesters|ECTS
Bachelor | Semestral | 4
Year | Type of course unit | Language
2 |Mandatory |Português
Total of Working Hours | Duration of Contact (hours)
100 | 45
Recommended complementary curricular units
Prerequisites and co-requisites
INTRODUCTION TO THE MANAGEMENT OF COMMUNICATION Object and essence of Communication Management, INSTITUTIONAL COMMUNICATION Institutional communication as brand promotion Image and corporate identity Institutional communication and integrated communication COMMUNICATION MANAGEMENT THE AREAS OF: Product Communication; Crisis Communication; Communication with the Media THE CONTEXT OF COMMUNICATION MANAGEMENT Decision-making and performance processes, Integrated Communication Specialties, CRISIS COMMUNICATION Concepts Recognizing and managing a crisis of communication Crisis management models MEDIA MANAGEMENT Media - advantages and disadvantages of the great media Selection of appropriateness, effectiveness and efficiency of media NEW MEDIA AND COMMUNICATION OF ORGANIZATIONS Technologies -Intranets, sites, social networks and new forms of social interaction COMMUNICATION MANAGEMENT METHODOLOGIES Elaboration implementation and Management of strategies and plans
· Perspectives of the communication applied in the organizational context and to perceive how to strengthen communication resources; · To make known, in an articulated, global and coherent way, the benefits derived from the modern management theories applicable to the communication of organizations; · Understand different logics and communication strategies of public and private organizations; · Jointly articulate the different communication resources in the technical intervention in communication, through the elaboration, implementation and evaluation of strategies and organizational communication plans; · Reflect on applicable communication techniques in terms of relevance, effectiveness and efficiency in relation to concrete objectives and contexts.
Knowledge, abilities and skills to be acquired
· Know how to contextualize the communication function within the framework of the management of organizations; · Understand organizations as open social systems, working in specific environments; · Distinguish specific characteristics of private, public and social organizations; · Know the development and potential of new media for organizations; · Perceive integrated communication as a strategic resource; · Understand and frame strategies and communication plans aimed at organizations' audiences; · Work on different communication techniques.
Teaching methodologies and assessment
Assessment will be based on individual work and participatory and interactive methods. The presentation of the material will be complemented by reflection and successive debates, the main themes being illustrated with practical examples. The analysis in groups and in class, will enrich the collection of information and understanding the issues raised. The evaluation will result from the weighted articulation between frequency test, individual work for classification, participation in class and in technical work developed, and will be processed as follows: Frequency ¿50%; Individual technical work-35%; Participation in class - 15%; For tutorial follow-up of the students, the teacher makes available in the first class, the respective contacts.
BARBOSA, P.; O¿REILLY, A. (2011). Tendências de Gestão. Vida Económica ¿ Editorial SA. Lisboa.
Coombs, T. (2013). Applied Crisis Communication and Crisis Management (1oedição ed.). Sage Publications, Inc.
INNERARITY, D. (2011). O Futuro e os seus Inimigos, Editorial Teorema, SA. Lisboa.
Kotler, P. (2015), O Capitalismo posto à prova, Editorial Presença. Lisboa
NYE, J. (2012). O Futuro do Poder. Círculo de Leitores. Lisboa.
ROWLANDS, M. (2015). O Filósofo e o Lobo. Leya. Lisboa
SOUSA, L. (2013). Liderar na Comunicação Autárquica. Parede.
Paulino, F. O., Guazina, L., & Oliveira, M. (2016). Serviço público de média e comunicação pública: conceito, contextos e experiências. Comunicação e Sociedade. Retrieved from http://revistacomsoc.pt/index.php/comsoc/article/view/2485