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Corporate Communication and Marketing
Scholar Year: 2020/2021 - 1S
| Code: |
LAIS303 |
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Acronym: |
CEM |
| Scientific Fields: |
Ciências da Comunicação |
Courses
| Acronym |
N. of students |
Study Plan |
Curricular year |
ECTS |
Contact hours |
Total Time |
| ANIM |
35 |
Study Plan |
3º |
5,0 |
60 |
135,0 |
Teaching language
Portuguese
Intended learning outcomes (Knowledges, skills and competencies to be developed by the students)
This program was updated on October 14, 2030 due to the Plano de regresso às atividades presenciais no âmbito da covid-19 2020-2021 (Plan to return to face-to-face activities within the scope of covid-19 2020-2021).
Objectives
The main goal of this class is to understand theories and concepts of corporate communication using a marketing approach and also learn how to develop and apply strategic communication in institutions.
Specific Objectives
To understand the role of communication in the performance of institutions;
To develop skills for the implementation of communication strategies;
To know the different sectors of corporate communication and its features;
To learn about the different fields of corporate communication and public relations;
To interact with communication technologies, tools and channels;
To learn to apply, manage and evaluate a communication strategy in the social sector.
Syllabus
1. Theories of corporate communication
Theories and concepts of corporate communication.
2. Historical background.
Communication process.
3. Fields of Corporate Communication
Private sector.
Corporate and representative organizations.
Government and public offices.
Non-governmental organizations.
4. Basic concepts.
Theories and concepts of marketing
Micro and macro environment.
5. Social Marketing and marketing for non profit organizations.
6. Communication Strategy.
Mission, Vision, identity and corporate reputation.
Publics.
Strategic Planning.
Internal Communication.
External Communication.
Media Relations.
Marketing and propaganda.
7. Technologies and tools of corporate communication.
Products and process of communication.
Products and process of marketing.
8. Managing Communication.
The strategy in the context of organization.
Applying the strategy.
Outside partnership.
Managing professionals.
Distribute products, services and practices.
Evaluating process.
Crises communication.
9. Ethic and legal limits regarding corporate communication
Ethics.
Social Responsibility.
Keywords
Social sciences > Communication sciences > Business communication
Social sciences > Communication sciences > Science communication
Social sciences > Economics > Marketing > Advertising
Social sciences > Communication sciences > Public relations
Social sciences > Economics > Consumer economics > Consumer studies
Social sciences > Economics > Social economics
Social sciences > Economics > Marketing
Teaching methodologies
The discipline combines theories, exercises and case studies to achieve its objectives.
Assessment methodologies and evidences
1. Student evaluation through an individual written element.
2. Group evaluation through exercises that may or may not include oral and written presentation. Creating, planning and developing a communication product or service and to realize its implementation.
3. Continue evaluation: participation on classes; reading, discussion and interaction with the group; student capacity of research, methodology of study, analysis and creativity.
Assement and Attendance registers
| Description |
Type |
Tempo (horas) |
End Date |
| Attendance (estimated) |
Classes |
0 |
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Total: |
0 |
Bibliography
LENDREVIE, Jacques, Lindon, Denis, Dionísio, Pedro, Rodrigues, Vicente;Mercator XXI, Teoria e Prática do Marketing, Publicações D. Quixote, (a edição mais recente)
CAETANO, Joaquim, Rasquilha, Luís;Gestão da comunicação, Quimera, 2005
AZEVEDO, Carlos; FRANCO, Raquel; MENESES, João Wengorovius;Gestão de Organizações sem fins lucrativos – o desafio da inovação social, Grupo Editorial Vida Económica, 2010
Bibliographical Notes
Bibliografia complementar e documentação de apoio: poderá ser disponibilizada ao
longo da leccionação da disciplina nas aulas, através da plataforma de ensino a distância
da ESE.
Páginas na internet
Associação Portuguesa Comunicação de Empresa
http://www.apce.pt/
Associação Portuguesa das Agências de Publicidade, Comunicação e Marketing
http://www.apap.co.pt/
Associação Portuguesa das Empresas de Conselho em Comunicação e Relações
Públicas
http://www.apecom.pt/
Entidade Reguladora para a Comunicação Social
http://www.erc.pt/
6
SOPCOM
https://www.sopcom.pt/page/home
Observations
webpages
Associação Portuguesa Comunicação de Empresa
http://www.apce.pt/
Associação Portuguesa das Agências de Publicidade, Comunicação e Marketing
http://www.apap.co.pt/
Associação Portuguesa das Empresas de Conselho em Comunicação e Relações Públicas
http://www.apecom.pt/
Entidade Reguladora para a Comunicação Social
http://www.erc.pt/
SOPCOM
https://www.sopcom.pt/page/home
Access to the Moodle distance learning platform is an essential condition to accompany the UC.
Online devices to be used (Plan to return to face-to-face activities within the scope of covid-19 2020-2021)
Zoom; email; Moodle; Messenger; Whatsapp, without disregard for others under analysis such as Skype, Teams and Stream, in addition to student suggestions and solutions that are now available. The goal is to allow solutions to adapt to students' conditions while ensuring compliance with planning.
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