Recommended Prior Knowledge

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Objectives

After having had the opportunity to learn about the fundamental concepts of Strategic Communication, in this course the student completes their knowledge and apply it through activities of a fundamentally practical and laboratory nature. Thus, they should carry out a project throughout the course that allows them to measure their knowledge and determine the areas in which they need to increase their knowledge in this field, but above all, increase the quality of their performance.

It is therefore hoped that at the end of the course the student will be able to:

1. Master the principles, strategies and practical applications of strategic communication in different organizational contexts.

2. Design, implement, manage and evaluate a communication plan (pre-production, production and post-production phases).

3. Make appropriate use of communication information, strategies, techniques and disciplines.

4. Create communication products and pieces that are fit for purpose.

Teaching Methods

From a methodological point of view, both Design Thinking and Problem Based Learning are the most appropriate teaching methods to ensure that the Agency Lab works and produces results.

The fact that this curricular unit devotes a significant number of hours to practical and laboratory work allows for the creation of an Agency Laboratory in which the aim is for the student to carry out the planned actions to help solve a real problem, preferably in the context of the community in which they live and in which the role of communication is decisive. Working collaboratively in a group, the student meets a reality presented to them, tries to identify the challenge that needs solving through Design Thinking, draws up a strategic communication plan, designs and implements the different communication needs and ends up monitoring and evaluating the plan.

There is also room for the participation of invited external elements in the context of events and/or evaluation elements, as well as participation in external activities that in some way contribute to achieving the objectives of the curricular unit.

Pre-production corresponds to the stage of identifying and justifying the problem or challenge that is the object of the intervention. This may arise from a need felt by the students themselves, or from the identification of realities that require the implementation of a strategic communication plan and which always tends to seek to improve the initial situation. For this stage to be complete, a diagnostic analysis and design of the plan are still required.

Production leads to the plan's implementation, management and monitoring phase. Finally, the problem-based learning methodology culminates in the evaluation of the implementation of the communication strategy.

Internship(s)

Não

Syllabus

1. Strategic communication

- theoretical framework from strategic thinking to communication plan evaluation

2. The organizational context

- adapting to different realities and areas of practice

3. Implementing strategic communication

- pre-production - research and diagnostic analysis, from the challenge to the definition of the communication plan;

- production - creation of products and communication pieces, execution;

- post-production - evaluation and follow-up

Content Explanation

The student meet different realities in the organizational context to frame strategic communication appropriately, considering the universes in which it can be implemented. Initially, the introductory aspects of the area of knowledge (objective 1) will be covered in depth, and then they will be immersed in its experiential aspect through contact with a problematic reality to which they must respond in a practical way through the Agency Laboratory. This approach involves collecting data, analyzing it and making informed decisions, as well as the opportunity to experience from pre-production to post-production (objectives 2, 3 and 4). Particularly important is the need to find the most appropriate solutions to the problems identified, but also to create products and communication pieces to implement the communication plan (objective 4). In this case, the Agency Lab involves the involvement of external guests and access to activities that take place outside the classroom.

Methodology Explanation

The teaching methodology chosen (Design Thinking and Problem Based Learning) creates the necessary conditions for the student to intervene in the context in which the problem or challenge is located. The former makes it possible to establish an iterative relationship

between those involved and the contexts, while at the same time triggering creativity. The latter refers to the Agency Lab approach when trying to solve a real problem. In addition, there is the experiential approach of Learning by Doing, in which the student learns by doing and going through the experiences. At the same time, it is the teacher's job to ensure that the theoretical knowledge needed to problematize is mobilized, but also to produce the various products resulting from the group work. In this way, students can situate themselves in the context, which may or may not be a business context, and they must understand that it is according to the characteristics of the specific context that the proposed communication strategy is born. Then, in addition to designing, the student must organize themselves and the various resources needed, including time, to carry out the plan and obtain feedback on it, determining whether it has achieved its objectives and what suggestions for improvement to propose.

The approach is fundamentally practical and laboratory-based, so it will be necessary to work in teaching spaces equipped with the necessary equipment. In addition, it will be necessary to contact and take advantage of the potential of new technologies, particularly artificial intelligence, in a conscious and informed manner.

Responsible Lecturer(s)

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Bibliography

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Caetano, J., & Rasquilha, L. (2007). Gestão e planeamento de comunicação. Quimera.

Cornelissen, J. (2023). Corporate Communication: A Guide to Theory and Practice (7th ed.). SAGE Publications.

Falkheimer, J., & Heide, M. (2023). Strategic communication. An introduction to theory and global practice. Routledge.

Kotler, P., & Armstrong, G. (2016). Principles of Marketing (16.a ed.). Pearson.

Mendes, A. M., & Pereira, F. C. (2006). Crises: de ameaças a oportunidades: gestão estratégica de comunicação de crises. Sílabo.

Rowles, D. (2018). Digital branding: a complete step-by-step guide to strategy, tactics, tools and measurement. KoganPage.

Sónia Pedro Sebastião. (2009). Comunicação estratégica: as relações públicas. Instituto Superior de Ciências Sociais e Políticas da Universidade Técnica.