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Presentation
Presentation
Written Expression Techniques is a first-year, first-semester curricular unit in the BA in Applied Communication. It is introductory, transversal and predominantly practice-based. It begins with the relationship between language, context and discourse genres and develops students' ability to plan, draft, revise and adapt texts to different purposes, audiences and media. Writing is approached both as a process and as a communication practice, combining clarity, coherence, cohesion and linguistic accuracy with narrative, informative, persuasive, commercial and advertising writing. The course culminates in an individual writing portfolio that makes each students' progress visible and requires them to explain writing choices and incorporate feedback through revision.
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Class from course
Class from course
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Degree | Semesters | ECTS
Degree | Semesters | ECTS
Bachelor | Semestral | 6
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Year | Nature | Language
Year | Nature | Language
1 | Mandatory | Português
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Code
Code
ULP1652-1412
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Prerequisites and corequisites
Prerequisites and corequisites
Not applicable
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Professional Internship
Professional Internship
Não
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Syllabus
Syllabus
1. Language, Context and Discourse The social life of words, discourse genres and communicative responsibility. 2. Writing as a Process Ideation and planning; drafting; revision and editing. 3. Genres and Forms of Written Communication Narrative, journalistic, essayistic, poetic and theatrical forms, among others. 4. Informative Writing Selection, prioritisation and organisation of information for different formats. 5. Persuasive, Commercial and Advertising Writing Audience, purpose, argument, benefit, promise and call to action. 6. Voice, Adaptation and Multichannel Writing Voice, tone, register and verbal identity. Adapting the same message to different audiences, objectives and channels. Storytelling and communicative consistency. 7. Editing, rewriting and portfolio
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Objectives
Objectives
Plan, draft, revise and edit clear, coherent, cohesive and linguistically accurate texts. Recognise the relationship between context, communicative purpose, audience, discourse genre and writing choices. Produce narrative, informative and persuasive texts suited to different communication situations. Select, prioritise and structure information according to the purpose of the text. Adapt content, tone, register and style to different audiences, media and channels. Apply creativity, argumentation, storytelling and persuasion strategies in writing. Critically analyse their own and others' texts, incorporate feedback and justify changes made during revision. Curate a portfolio that demonstrates progression, autonomy and awareness of the writing process.
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Teaching methodologies
Teaching methodologies
The course uses portfolio pedagogy, with regular short and medium-length writing, selection of pieces, successive versions and reflection on the writing process. Writing and rewriting workshops, peer feedback, message adaptation across audiences and channels, analysis of authentic texts and brief-based work are central. Professional practice is also brought into the classroom through a guest writer session, the Applied Communication Open Classes cycle and the ULP Marketing Challenge.
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References
References
Bassols, M., & Torrent, A. (2003). Modelos Textuales: Teoría y prática (3a Ed.). Eumo & Octaedro. https://doi.org/978-84-9921-355-2 Bly, R. W. (2020). The copywriter's handbook: A step-by-step guide to writing copy that sells (4th ed.). St. Martin's Griffin. Carroll, B. (2010). Writing for digital media. Routledge. Lingwall, J. A., & Kuehn, S. A. (2026). The basics of media writing: A strategic approach (2nd ed.). CQ Press. Moreira, V., & Pimenta, H. (2021). Gramática de Português - 3.o Ciclo do Ensino Básico e Ensino Secundário. Porto Editora. Pratica e Aprende - Gramática prática de Português. (2022). Porto Editora.
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Assessment
Assessment
A avaliação será de caráter contínuo, considerando os seguintes parâmetros:
Descrição
Data limite
Ponderação
Participação e Assiduidade
--
20%
Entrega de um trabalho (individual ou grupo até 2 alunos) escrito que poderá ser:
*uma recensão crítica
*um texto jornalístico
*um breve ensaio
14-10-2026
40%
Entrega de Portfolio individual que deve incluir:
*uma peça informativa (press release)
*três peças persuasiva/comercial ou multicanal (anúncio de rádio, tv, escrita para redes sociais, blog, etc.)
*texto reflexivo final sobre escolhas, feedback incorporado e progressão.
16-12-2026
40%
Muito Importante: A entrega de trabalhos além do prazo estipulado só será possível se autorizada pelo docente e implica uma penalização de 25% na classificação do trabalho se entregue até 24h após o prazo indicado e de 50% na classificação do trabalho se entregue entre 24h e 72h após o prazo; não serão aceites trabalhos entregues com atraso superior a 72h.
Em avaliação contínua, os estudantes deverão comparecer a 70% das aulas.
É estabelecida uma nota mínima de 7 nos diversos elementos de avaliação.
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Avaliação Final (Exame)
Estudantes que não obtenham aprovação em avaliação contínua poderão realizar um projeto prático nas épocas definidas pela instituição para exame de recurso.
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Assessment will be continuous and will consider the following components::
Description
Deadline
Wheighting
Participation and Attendance --
20%
Submission of a written assignment (individual or in groups of up to 2 students), which may take the form of:
*a critical review
*a journalistic text
*a short essay
14-10-2026
40%
Submission of an individual Portfolio, which must include:
*one informative piece (press release)
*three persuasive/commercial or multichannel pieces (radio or TV advertisement, social media writing, blog, etc.)
*a final reflective text on writing choices, feedback incorporated, and progress
16-12-2026
40%
Very Important: Assignments submitted after the stipulated deadline will only be accepted with the lecturer's authorisation and will be subject to a penalty of 25% of the assignment grade if submitted within 24 hours after the deadline, and 50% of the assignment grade if submitted between 24 and 72 hours after the deadline. Assignments submitted more than 72 hours late will not be accepted.
Under continuous assessment, students are required to attend at least 70% of classes.
A minimum grade of 7 is required in each assessment component.
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Final Assessment (Exam)
Students who do not pass through continuous assessment may complete a practical project during the resit examination periods established by the institution.
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Mobility
Mobility
No
