Postgraduation Corporate Communication and Organizational Culture

In an environment of constant scrutiny and demands for transparency, corporate communication is the cornerstone of organizational legitimacy. This program is based on the premise that communication is inseparable from culture: values, leadership, and internal dynamics. It offers an integrated and critical approach, focused on cultural assessment, the use of Artificial Intelligence for data analysis, and the management of complex crisis scenarios and political influence. The course culminates in an Applied Project (Action Learning), in which students develop a strategic intervention for their own organization.

Candidates should hold a degree in Communication Studies, Marketing, Business Administration, or a related field; however, candidates without a degree who have proven professional experience in communications or organizational settings are also welcome to apply.

- Cultura, Identidade e Sentido Organizacional Análise da organização como sistema simbólico. Modelos de diagnóstico cultural (Schein, Hofstede) e o papel da liderança na criação de sentido e pertença. - Governance e Ecossistemas Digitais Modelos de governação da comunicação, fluxos de decisão e arquitetura de canais. Gestão de comunidades e discurso institucional em ecossistemas digitais. - Diagnóstico Cultural e IA Aplicada Aplicação de GenAI e NLP (Processamento de Linguagem Natural) para análise de clima organizacional, sentimento de marca e automatização de relatórios diagnósticos. - Estratégia de Comunicação e Reputação Conceção do Plano Estratégico de Comunicação. Gestão de stakeholders, matrizes de influência e construção de narrativas corporativas credíveis (Storytelling). Gestão de Crise e Comunicação Política - Gestão de Crise (A. Abreu): Manuais de crise, auditoria de risco, war rooms e media training de emergência. - C. Política (C. Veloso): Public Affairs, relações institucionais e diplomacia corporativa. Gestão da influência junto de reguladores e ativismo corporativo. - Seminário e Projeto Aplicado Metodologia de Action Learning. Orientação tutorial para o desenvolvimento de um projeto prático de intervenção estratégica aplicado à realidade profissional do aluno.

The Graduate Program in Corporate Communication and Organizational Culture prepares professionals for strategic roles in the fields of organizational communication, reputation management, and stakeholder management, within an increasingly demanding and high-profile business, institutional, and political context. Participants develop the skills needed to work in departments of corporate communication, institutional communication, public relations, public affairs, internal communication, and reputation management, in both private and public organizations. The main career paths include roles such as: - Director or Manager of Corporate Communications; - Head of Institutional Communications; - Strategic Communications Consultant; - Specialist in Internal Communications and Organizational Culture; - Head of Reputation and Stakeholder Management; - Crisis and Risk Communication Manager; - Public Affairs and Political Communication Specialist; - Organizational Diagnosis and Communication Consultant; - Digital Communication and Media Ecosystems Manager; - Senior Communication Specialist in public agencies, companies, and associations. The program also prepares participants for contexts related to strategic consulting, institutional influence management, corporate diplomacy, and communication in regulatory and political environments, as well as for roles that integrate Artificial Intelligence applied to communication and reputational analysis.

Final evaluation based on the project.