Corporate Communication and Marketing

Scholar Year: 2017/2018 - 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)

IN UPDATE

Objectives

The main goal of this class is to understand theories and concepts of corporate communication and also learn how to develop and apply strategic communication in corporate 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.

Syllabus

1. Theories of corporate communication
Theories and concepts of corporate communication and public relations.
Historical background.

2. Theories and concepts of marketing
Theories and concepts of marketing.
Micro and macro environment.
Publics.

3. Fields of Corporate Communication
Private sector.
Corporate and representative organizations.
Government and public offices.
Non-governmental organizations.

4. Ethics and Social Responsibility
Ethics.
Social Responsibility.

5. Corporate Communication Areas.
Internal Communication.
External Communication.
Media Relations.
Marketing and propaganda.

6. Communication Strategy.
Mission, Vision, identity and corporate reputation.
Publics.
Strategic Planning.

7. Technologies and tools of corporate communication.
Products and process of communication.
Products and process of marketing and propaganda.

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.

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 and case studies to achieve its objectives.

Assessment methodologies and evidences

1. Student evaluation through written report. The student will develop the strategic communication planning of an organization.
2. Group evaluation through collective seminars with 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

Bibliography

ALMEIDA, Vítor. 2000. A Comunicação Interna na Empresa. Práxis.

BÉON, Philippe. 1993. Como desenvolver a comunicação na empresa. Mem Martins: Publicações Europa-América.

BLAND e JACKSON, Michael e Peter. 1992. A comunicação na empresa. Lisboa: Presença.

CAETANO e RASQUILHA, Joaquim e Luís. 2005. Gestão da Comunicação. Quimera Editores.

CORNELISSEN, Joep. 2011. Corporate Communication, A Guide to Theory and Practice. Londres: Sage.

GOMES, António Silva. 1994. Publicidade e Comunicação. Lisboa: Texto Editora.

GRUNING, James. E. 1992. Excellence in Public Relations and Communication Management. New Jersey: Lawrence Erlbaum Associates, Inc.

HACKLEY, Chris. 2009. Marketing: a critical introduction. Los Angeles: Sage.

LAMPREIA, J. Martins. 1998. Comunicação Empresarial: as relações públicas na gestão (colecção de textos). Lisboa: Texto.

LEE e KOTLER, Nancy R e Philip. 2016. Social marketing: changing behaviors for good. Londres: Sage.

LLOYD e LLOYD, Herbert e Peter. 1995. Relações Públicas: as técnicas de comunicação no desenvolvimento da empresa. Lisboa: Presença.

O’HAIN, Friedrich e Dee; Dan, Gustav W. e Lynda. 2005. Strategic Communication in Bussiness and the Professions. Boston: Houghton Miffin Company.

PIRES, Aníbal. 1991. Marketing: conceitos, técnicas e problemas de gestão. Lisboa: Verbo.

SALLY, Dibb. 1995. Marketing: concepts and strategies. Boston: Houghton Migglin.

SEITEL, Fraser. 2004. The practice of Public Relations. New Jersey: Pearson Prentice Hall.

TAYLOR, Simon. 2005. Defending your reputation: a practical guide to crisis cummunications. Ghaziabad: Thorogood.

WESTPHALEN, Marie-Hélène. A comunicação na empresa. Lisboa: Rés-Editora.

WHITE e MAZUR, Jon e Laura. 1995. Strategic communications management: making public relations work. Wokingham: Addison-Wesley.

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