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Corporate Communication and Marketing
Scholar Year: 2018/2019 - 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 |
27 |
Study Plan |
3º |
5,0 |
60 |
135,0 |
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
| Description |
Type |
Tempo (horas) |
End Date |
| Attendance (estimated) |
Classes |
0 |
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Total: |
0 |
Main Bibliography
LENDREVIE, Jacques, Lindon, Denis, Dionísio, Pedro, Rodrigues, Vicente;Mercator XXI, Teoria e Prática do Marketing, Publicações D. Quixote, 2004 |
CAETANO, Joaquim, Rasquilha, Luís;Gestão da comunicação, Quimera, 2005 |
KOTLER, Philip;Marketing para organizações que não visam o lucro, Atlas, 1978 |
AZEVEDO, Carlos; FRANCO, Raquel; MENESES, João Wengorovius;Gestão de Organizações sem fins lucrativos – o desafio da inovação social, Grupo Editorial Vida Económica, 2010 |
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
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