Class Fundamentos de Comunicação Estratégica

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

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

Fundamental theoretical concepts will be transmited by the teacher, who will encourage debate and critical evaluation. The learning process is collaborative and based on the analysis of concrete cases. Debate on problems and concrete solutions will be encouraged. Professional guests in the area of strategic communication will be invited

Evaluation is continuous and consists of four elements:

1. Written work, with critical analysis of a theme suggested by the teacher - 35%
2. Presentation of a sketch of a participatory Strategic Communication model for an organization - 10%
3. Final assigment ans it's presentation - 40%
4. Interest and knowledge demonstrated in classes - 15%

The continuous evaluation model requires a minimum classification of 8 values at each evaluation elements.

Attendance stipulated in Lusófona's regulations is mandatory

Evidence of plagiarism or assigment written by a third entity will result in zero classification of the assigment

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.

Ribeiro, J. (2008). Comportamento Organizacional. ANJE e EduWeb.

Ruão, T. (2016). A organização comunicativa: teoria e prática em Comunicação Organizacional. CECS UMinho.

Nome do docente   Alexandra Figueira

Horário de atendimento Segunda-feira, das 14h30 às 15h30, apenas mediante agendamento prévio

Sala A designar