Corporate Communication

Scholar Year: 2020/2021 - 1S

Courses

Head Teacher Responsability Maria Alcina Velho Dourado da Silva Head

Weekly workload Hours/week T TP P PL L TC E OT OT/PL TPL O S Type of classes Lectures Type Teacher Classes Hours Contact hours Totals 1 4,00 Alcina Dourado   4,00

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).

Understanding concepts, disciplines and techniques of institutional and organizational communication in a Marketing approach and Learning to Develop and apply communication strategies and techniques in organizations
Specific objectives

 Understand the role of communication in the performance of organizations, especially business;
Develop skills for an implementation of communication strategies and techniques;
 Know the different sectors of institutional communication and their specificities
 Acting in the different fields of business communication and marketing;
 Interact with various technologies, tools and communication products;
 Learn how to design, apply, manage and evaluate a communication strategy.

Syllabus

1. Objectives of the course, contents, methodology, evaluation system, scheduling, mode of operation of face-to-face sessions and presentations

2. Communication process and historical evolution of business communication and marketing

3. Fields of institutional communication.
- Typology of organizations (Private companies, Corporate and representative organizations, Public organizations and governing bodies, Non-governmental organizations)

4. Business Communication and Marketing - Basic Concepts
- Areas of Business Communication
- Concept of Marketing management, strategic marketing and marketing-mix
- Particularities of Marketing Management
- Marketing Environment (the marketing Micro environment and macro environment)

5. Communication strategy
- From diagnosis to strategy: the SWOT analysis
- Behavior and process of purchase, consumption and adhesion
- Audiences, StakeHolders and ShareHolders
- Mission, identity and corporate image

6. Strategic planning in the context of institutions
- Functions, targets, process and objectives
- Basic elements of the organizations image
- Communication and Marketing Strategies
- The Communication Plan
- The media
- The Marketing Communication Mix: advertising, public relations, sales promotion, merchandising, direct marketing and sponsorship and patronage - fundamental concepts, functions and objectives
- Communication management: strategy execution, external services, management of professionals, distribution and dissemination, services and practices, evaluation processes, crisis management.

7. Specificities of communication and marketing tools: objectives, targets, products, processes, techniques and characteristics of each tool

8. Ethical and legal limits on business communication
- Ethics and Social Responsibility

Teaching methodologies

The different themes to be addressed will be organized by concepts and tools in a mostly theoretical-practical approach. The sessions will focus on the discussion in plenary and / or small groups, as well as on exercises from either the information provided directly by the teacher or using the texts and other materials made available in a timely manner through the distance learning platform.
Each face-to-face session will necessarily consist of theoretical and practical components, except if the constraints on access to the necessary equipment imply the division of weekly contact hours into theoretical and practical lectures. Emphasis on active methods, in particular foreseeing the use of discovery methods with presentation of problems, debate, autonomous work, mixed expository method, case studies and simulations, which may involve reading, analysis and discussion of texts; preparation and presentation of written works, including critical comments; presentation and discussion of papers, highlighting the exercises proposed by the teacher.
It also includes a discussion on related topics, based on several basic documents, such as audiovisual materials and texts, which can be presented in several languages other than the Portuguese language and from various sources.
Presentation of the results of the different activities (using different methods of presentation, including oral communication and powerpoint).
Use of blended learning through a distance learning platform, which implies using the respective communication tools such as forums. It is suggested that students be provided with portable computer equipment that facilitates the access and / or performance of activities in class, if the teacher explicitly indicates it.
The Moodle distance learning platform at http://moodle.ese.ips.pt/ will also serve to provide content, enable theoretical-practical activities and allow the interaction between teacher-student and student-students, therefore it’s a tool included in the evaluation of the student, in particular in the case of the working student.
Exceptionally and during the period coinciding with Internships or due to other reasons that make it impossible to conduct face-to-face sessions, the corresponding activities will be carried out exclusively via a distance learning platform.
Tutorial follow-up: the support from the teacher will be available in four possible models: i) in face-to-face sessions, according to the school calendar; ii) by marking a follow-up meeting in a tutorial guidance model previously requested by the student or group of students at a time and place to be defined; iii) through a distance learning platform provided by the educational institution, using the most appropriate tools for this purpose, namely forums, chats or exchange of messages and emails; iv) through institutional electronic mail. The procedures and contacts are disclosed in the platform itself according to the type of activities to be carried out during the school year.
The support sessions will basically serve to assist students and groups of students (especially student-workers) during summative assessment and group work, among other theoretical-practical activities, and may take place in plenary sessions or in meetings. They will always be subject to confirmation.
After the end of the academic activities both the teacher and the distance learning platform are available until the end of the resource examination period.

Attendance system

a) Individual evaluation, through the written test.
b) The collective evaluation, through group work with written and oral presentation.
c) Presence and participation in the two types of work adopted: classroom sessions and distance learning platform, including the quality of the exercises / activities. In both cases, the aspects presented are: demonstrated attendance and interest in classes and class activities, quality of activities and revealed abilities (research, work method, reflection, critical analysis, organization, group interaction, language and individual contributions).
It is expected that the student take part in each face-to-face classes and participate in the subjects analyzed, as well as in group work; taking into account attendance frequency, although it is not compulsory and / or eliminatory; gather the documentation advised, read and analyze the supporting texts in order to be prepared to discuss them; perform scheduled jobs; access the distance learning platform and participate actively and cooperatively in the activities proposed there.
In order to obtain an evaluation of the component c) the student must attend a minimum of 70% of face-to-face classes, except if he / she is a student worker, Erasmus student, repeater and / or covered by other special statutes - in this case, during the first 15 days of school activity the students must inform the teacher of this circunstancies.
Any change must be communicated in a timely manner in writing. Only the cases listed on the ESE portal will be considered duly justified in accordance with the rules in force.

Assement and Attendance registers

Bibliography

CAETANO, Joaquim, Rasquilha, Luís;Gestão da comunicação, Quimera, 2005
LENDREVIE, Jacques, Lindon, Denis, Dionísio, Pedro, Rodrigues, Vicente;Mercator XXI, Teoria e Prática do Marketing, Publicações D. Quixote (a edição mais recente)

The recommended bibliography corresponds to the basic books whose acquisition is suggested. Complementary bibliography and supporting documentation: may be made available during the course instruction in the classes, through the ESE distance learning platform. Pages on the Internet Portuguese Association of Business Communication http://www.apce.pt/ Portuguese Association of Advertising, Communication and Marketing Agencies http://www.apap.co.pt/ Portuguese Association of Communications Companies and Relationships Public http://www.apecom.pt/ Regulatory Entity for Social Communication http://www.erc.pt/ SOPCOM https://www.sopcom.pt/page/home

Bibliographical Notes

A bibliografia aconselhada corresponde às obras básicas cuja aquisição se sugere.
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/
SOPCOM
https://www.sopcom.pt/page/home

The recommended bibliography corresponds to the basic books whose acquisition is suggested. Complementary bibliography and supporting documentation: may be made available during the course instruction in the classes, through the ESE distance learning platform. Pages on the Internet Portuguese Association of Business Communication http://www.apce.pt/ Portuguese Association of Advertising, Communication and Marketing Agencies http://www.apap.co.pt/ Portuguese Association of Communications Companies and Relationships Public http://www.apecom.pt/ Regulatory Entity for Social Communication http://www.erc.pt/ SOPCOM https://www.sopcom.pt/page/home

Observations

In the Moodle distance learning platform, the necessary information will be made available, including summaries.
The syllabus will be presented in the 1st class session, in addition to being available in the Institutional Portal -which may be subject to revision during the first 15 days of activity of the academic year. Subsequently the final version will be available in the Moodle area for full consultation.
Students interested in access should validate their enrollment in this UC directly on the UC page at http://moodle.ese.ips.pt/
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.