Recommended Prior Knowledge

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Objectives

At the end of the course, students are expected to be able to:

1. Understand the role of communication in the performance of organizations, particularly at a business level;

2. Know the specificities of strategic communication, especially with regard to the design, application, management and evaluation of a communication strategy and plan;

3. Identify communication strategies, techniques and disciplines;

4. Recognize the domains of strategic communication and marketing, with emphasis on operational issues associated with the specificities of these two domains.

5. Consider an entrepreneurial attitude as essential for communication professionals, particularly because of its potential to develop creative and problem-solving skills.

Teaching Methods

The different topics to be covered will be organized by concepts and tools with a mainly theoretical-practical focus. The sessions will be centered on discussion in plenary and/or small groups, as well as exercises based either on information provided directly by the teacher or using texts and other materials made available in good time.

Each face-to-face session will necessarily consist of theoretical and practical components. Emphasis will be placed on the following methods: interactive exposition, questioning, problem-based learning, case studies, brainstorming, collaborative learning and the use of digital technologies.

Thus, the methodological approach encompasses mostly active methods, particularly the use of discovery methods, autonomous work, including simulations, which involves reading, analyzing and discussing texts, among other resources, preparing and presenting work, in particular group work, including critical comments, with emphasis on carrying out exercises proposed by the teacher in the context of a face-to-face session. The proposal is to work with the Learning by Doing method, in an experiential approach, by developing activities through which students learn by doing.

Also noteworthy is the creation of spaces for individual and group initiative, generating processes of creative and innovative (trans)formation of the information received from a perspective that is as transversal as possible to the aspects to be understood and the realities to be discovered.

Internship(s)

Não

Syllabus

1. Communication in the context of business activity fundamental concepts (economic agents and processes). the management of organisations (structure, internal communication, external environment, processes and resources, communication challenges in the business world).

2. Introduction to strategic communication the communication process, its historical evolution and fields of action. connections with marketing.

3. Defining communication strategy from diagnosis to strategy.the communication plan.

agents and key elements.

4. Specific features of the communication and media mix products, processes, techniques and particular characteristics. fundamental concepts, functions and objectives of the main communication disciplines.

5. Communication management applicability and limitations. strategy execution.

6. Entrepreneurship and communication the entrepreneurial attitude.

Content Explanation

The syllabus is structured to enable knowledge of essential concepts and economic/management practices that contribute to understanding strategic communication in organisations by reflecting on organisational/contextual constraints and opportunities (objective 1).

They contribute to understanding the various stages and specificities of drawing up and implementing a communication strategy, along with the steps inherent in the process from planning to control (objective 2/3).

They help to identify tools and processes for analysis in the context of strategic planning by highlighting aspects such as analysis tools, the communication plan, the media and communication mix (objective 2/3).

They identify marketing typologies and the management of resources allocated to strategic communication, including their evaluation (objective 4).

Finally, they promote skills and identify opportunities in the context of the entrepreneurial process (objective 5).

Methodology Explanation

By using teaching methodologies based on a theoretical-practical approach, the aim is to create a stimulating learning environment, particularly in the case of the Learning by Doing teaching methodology, which involves the direct and practical involvement of each student in their own teaching-learning process. The aim is to create experiences that simulate or portray real contexts, inviting students, either individually or in groups, to carry out tasks and achieve goals that allow them to get to grips with concepts, techniques and tools relevant to the course. At the same time as interacting with the various communication technologies, tools and products.

This favours knowledge of the specificities of strategic communication but also facilitates experimentation with common techniques and instruments in this area, particularly if you consider the advantages of problem-based learning or case studies. The latter two, along with brainstorming, are particularly useful for developing an entrepreneurial attitude.

Finally, interactive exposition, using questioning, collaborative learning and the use of digital technologies are fundamental for mastering essential concepts, establishing relationships between concepts and knowledge of theoretical reference frameworks.

By involving students in group work, including presentations, using problem-based learning, the aim is not only for future professionals to learn through practical experience and to learn how to collect, select and process relevant information, but also to develop the capacity for problematization and reflection, problem-solving and creativity, as well as the ability to communicate in public.

Responsible Lecturer(s)

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Bibliography

Alves, A. R., Pereira, R., & Bucha, A. I. (2015). Economia, gestão e empreendedorismo. RH Editora.

Argenti, P. A. (2021). Corporate Communication. McGraw-Hill Education

Baynast, A. de, Lendrevie, J., Dionisio, P., & Rodrigues, V. (2018). Mercator?: 25 anos?: o marketing na era digital. Dom Quixote.

Cornelissen, J. (2023). Corporate Communication: A Guide to Theory and Practice. SAGE Publications

Holtzhausen, D. R., & Zerfass, A. (Eds.). (2021). The Routledge Handbook of Strategic Communication. Routledge

Joana D’Arc Bicalho Felix (Ed.). (2020). Comunicação estratégica e integrada: a visão de renomados autores de 5 países. Rede Integrada.

Kotler, P., & Armstrong, G. (2016). Principles of Marketing. Pearson.

Kunsch, M. (Ed.). (2016). Comunicação organizacional estratégica: aportes conceituais e aplicados. Summus editorial.

Macnamara, J., & Gregory, A. (2022). Strategic Communication: A Research Agenda. Routledge