Disciplina Gestão da Comunicação Organizacional

The Discipline aims to provide an integrated view of the different communication resources and their combined use, in terms of effectiveness and efficiency, in the context of organizations; and emphasize the communication contexts of organizations. As specific objectives, it aims to: • Perspective of communication in the organizational context and understand how the manager should explore communication resources; • Revisit different communication techniques, in terms of relevance, effectiveness and efficiency in relation to specific objectives and contexts; • Articulately combine the different communication resources in technical communication intervention, through the elaboration, implementation and evaluation of the organizational communication plan.  

Não aplicável

1 - COMMUNICATION MANAGEMENT • Management and its instruments • Review of communication theory • Communication typologies • Communication as a strategic tool 2 - COMMUNICATION AS A STRATEGIC RESOURCE • From internal and external communication to integrated communication • The elements of a communication policy • Audiences: segmentation and characterization • Messages and means 3 - COMMUNICATION MEDIA MANAGEMENT • Suitability, effectiveness and efficiency • Oral means: types and functionalities • The big media • Media selection principles 4.- APPROACH TO INTERNAL MARKETING • Concept of internal and external customers • Internal customer management • Segmentation of the internal market • Positioning • The internal marketing mix • Personal marketing 5 – THE INSTITUTIONAL IMAGE • Institutional images of people and organizations • Contribution of semiotics to the study of image

In addition to the discussion of case studies, some educational games will be used to stimulate reasoning and decision-making skills.

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