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Presentation
Presentation
Knowing how to analise and use communications in a business environment
Understanding organisations as open social systems in specific environments
Know how to differentiate public, private and social characteristics
Know how to develop new media to organisations
Understanding communications as a strategical asset
Undestanding the strategies and communications plans to specific targets
Work on different communications technics
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Class from course
Class from course
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Degree | Semesters | ECTS
Degree | Semesters | ECTS
Bachelor | Semestral | 5
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Year | Nature | Language
Year | Nature | Language
2 | Mandatory | Português
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Code
Code
ULHT24-5033
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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
Introduction to communications management
What´s communication
What it means to communicate and why it´s important to kwow how to communicate
Organizational communication
What is organizational communication
Concepts / history
Models of communication
Internal and external communication
Communication plans
Communication management
organizational identity
Organizational image and reputation
Management of media / selecting media
Crisis communication
Concepts
Acknowlegde and manage a communication crisis
Crisis management models
Brand communication
Brand management
Product communication
Brand and consumers communication
Brand value
Digital communication
New media
Social networks and new tecnologies - new ways of digital interaction
Institutional communication
Concepts
Institutional speech
Institutional ads
Public and private communication
Concepts
Public service
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Objectives
Objectives
Understanding how to apply communications resources in a business context
Acknowledge the modern management theories that can be applied to organisational
communications
Understanding the different strategies and logic behind public and private corporations
Know how to use the different communications resources, creating, use and evaluate strategies
and communications plans in business
Knowing where to use the most efficient communications techniques in different contexts,
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Teaching methodologies and assessment
Teaching methodologies and assessment
Project based learning methods
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References
References
Aaker, J. L. (1997). Dimensions of Brand Personality. Journal of Marketing Research, 34(3), 347.
https://doi.org/10.2307/3151897
Argenti, P.A. (1996), ?Corporate communication as a discipline?, Management Communication
Quarterly, Vol. 10 No. 1, pp. 73-97.
Barata, M. J. R. (2002). Imagem Pública, Marketing e Comunicação Institucional: Uma
Abordagem Sociológica de Três Conceitos Empresariais.
Barbosa, P.; O?reilly, A. (2011). Tendências de Gestão. Vida Económica ? Editorial SA. Lisboa.
Brataas, K. (2018). Crisis Communication: Case Studies and Lessons Learned from International
Disasters. Routledge.
Coombs, T. (2013). Applied Crisis Communication and Crisis Management (1oedição ed.). Sage
Publications, Inc.
Cornelissen, J. (2004). Corporate Communications ? Theory and Pratice. Sage Publications Lda,
London.
Dover, C.J. 1959. The three eras of management communication. Journal of Communication,
9(4), pp. 168?172.
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Office Hours
Office Hours
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Mobility
Mobility
No