Class Communications Management

The Communication Management course integrates the field of organizational communication, addressing communication as a strategic function indispensable to the performance, competitiveness, and sustainability of organizations. The course encompasses the integrated management of internal and external communication, articulating areas such as Public Relations, institutional communication, organizational identity and reputation with contemporary challenges, including digital communication, information management, and social networks. Its inclusion in the curriculum allows students to deepen their theoretical and academic knowledge, research methodologies, relating this knowledge to a practical aspect, developing a strategic and integrated vision of communication, and acquiring skills to analyze and plan communication strategies in different contexts. In this way, it contributes to the training of professionals capable of responding to the challenges of an evolving media ecosystem.

Not applicable

1. Fundamentals of Communication Management: evolution of organizational communication; strategic communication; main models and reference authors. 2. Integrated Communication: concepts and principles; integration of institutional, internal, marketing, public relations, and digital communication; alignment with organizational strategy. 3. Strategic Communication Management: diagnosis and auditing; stakeholder identification and management; identity, image, reputation, and corporate brand. 4. Internal Communication and Organizational Culture: leadership, engagement, and internal communication; change management; digital channels and tools. 5. External and Digital Communication: strategies for external audiences; social media, omnichannel communication, influencers, and content creation. 6. Communication Evaluation and Strategic Plan: metrics, KPIs, ROI, monitoring, data analysis, and development.

he pedagogical strategy of this course unit is based on a student-centered model, in line with the Pedagogical Model of the Lusófona University, promoting the integrated development of knowledge, application, and attitude skills. This course unit is theoretical-practical and includes lectures with space for debate, relating theoretical content to a practical aspect through assignments presented in class (ME1). This course unit is based on the Research Based Learning (RBL) methodology, which is geared towards learning based on research in academic articles (Teaching Methodology 2 - ME2). Autonomous learning is also encouraged through bibliographic research and critical reading. Continuous assessment is articulated with these methodologies, valuing formative feedback and the progressive acquisition of skills and learning outcomes defined for the course unit.

[Preencher APELIDO], [Preencher Primeiros Nomes] - [Preencher Título]. [Preencher Edição. Local de publicação :Editor, Ano de publicação. Descrição física. Série. ISBN)] [Preencher APELIDO], [Preencher Primeiros Nomes] - [Preencher Título]. [Preencher Edição. Local de publicação :Editor, Ano de publicação. Descrição física. Série. ISBN)