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Presentation
Presentation
"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.
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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
3 | Mandatory | Português
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Code
Code
ULP451-2-22563
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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. Brief historical introduction to strategic communication planning. The digital transformation and emerging trends (social media, AI, omnichannel communication). 2. Brief reference to the institutional brand, mission, vision, values, and purpose of the organisation. 2.1. Situation diagnosis processes: Introduction to social listening and observation of digital trends. 2.2. Strategic communication decisions: Strategic audiences and communication. 3. Operational plan and the user experience and customer journey as elements of communication. 3.1. Emerging social media platforms (e.g., TikTok, podcasts). Influencer marketing and partnerships with communities.
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Objectives
Objectives
At the end of the unit, students will be able to prepare a diagnosis prior to the communication plan and to generate communication strategies for different types of organizations, aligned with the strategies of the organization and its culture. They will be able to analyze best practices in peer organizations facing the same types of communicational challenges They will have developed a critical attitude regarding the communication opportunities to be created or exploited in the communicational momentum They will be able to identify the best touch points of the stakeholders considered in the communication plan and select the most appropriate organizational communication tools to reach the communication objectives. They will be able to manage a long-term communication strategy or develop specific actions with the various internal and external stakeholders, media included.
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Teaching methodologies
Teaching methodologies
- 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
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References
References
Caetano, J., & Rasquilha, L. (2021). Gestão da comunicação. Lisboa: Lidel Falkheimer, J., & Heide, M. (2023). Strategic Communication: An Introduction to Theory and Global Practice (2nd ed.). Routledge. Duarte, J. A. M., & Bicalho, J. (2020). Comunicação estratégica e integrada: A visão de especialistas. Porto: Edições Sílabo Smith, R. D. (2011). Strategic Planning for Public Relations (3rd Ed.), New Jersey: Taylor &Francis. ni
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Assessment
Assessment
Descrição dos instrumentos de avaliação (individuais e de grupo) ¿ testes, trabalhos práticos, relatórios, projetos... respetivas datas de entrega/apresentação... e ponderação na nota final.
Exemplo:
Descrição
Data limite
Ponderação
Avaliação Individual
30%
Trabalho de grupo de Plano de Comunicação para resolução de caso real (PANIKE)
50%
Relatório de atividade ou caso prático e assiduidade
20%
Avaliação Contínua com exame final; Cada avaliação pressupõe nota mínima de 7 valores, para ser mantido no regime Contínua e assiduidade de 75%.
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Mobility
Mobility
No
