Class Fundamentals of Strategic Communication

An organization only exists because it communicates. Doing so effectively, strategically, is central to your success. In this curricular unit, students will receive the basic concepts related to communication in an organizational context and will learn how to work out a strategic communicative plan

Not applicable

1. Fundamentals of Strategic Communication 1.1. Key concepts: organisation, types of organisation and sectors of activity 1.2. Mapping society, context and transactional environment with impacts on the organization   2. Organizational Policies and Communication Policies 2.1. Organizational policies and stakeholder involvement 2.2. Mission, Vision and Values and the importance of its definition; Impacts on communication policy   3. Organizational Identity and Culture 3.1. Views on Organizational Identity and Culture 3.2. Strategic Communication and Organizational Behavior 3.3. Participatory Strategic Communication Planning Cycle 4. New Trends in Strategic Communication 4. 4.1. Organizational Citizenship and responsible innovation 4.2. Public affairs management, influence and lobbying 4.3. New contexts of strategic communication in new public spaces

Teaching-learning process based on case studies

Argenti, P. (2015). Corporate Communication. McGraw-Hill Higher Education. Argenti, P., Howell, R., & Beck, K. (2005). The Strategic Communication Imperative. MIT Sloan Management Review, 46(3), 82-89. Balonas, S., Ruão, T., & Carrillo, M. V. (2021). Strategic Communication in Context: Theoretical Debates and Applied Research. UMinho Editora/CECS. Falkheimer, J., & Heide, M. (2018). Strategic Communication: An Introduction. Routledge. Gates, L. P. (2010). Strategic Planning with Critical Success Factors and Future Scenarios: An Integrated Strategic Planning Framework. Monteiro, A. C., Caetano, J., Marques, H., & Lourenço, J. (2006). Fundamentos de Comunicação. Sílabo. Pereira, O. G. (1999). Fundamentos de comportamento organizacional. Fundação Calouste Gulbenkian. Ruão, T. (2016). A organização comunicativa: teoria e prática em Comunicação Organizacional. CECS UMinho.