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Communication Planning

Communication Planning

Code	14693
Year	3
Semester	S1
ECTS Credits	6
Workload	OT(15H)/TP(45H)
Scientific area	Communication Sciences
Entry requirements	Does not include.
Mode of delivery	Face to face
Work placements	This signature enables students to perform internships in advertising agencies, communication agencies and public relations departments.
Learning outcomes	Train students with management tools and strategic planning of communication, from the analysis of organizational communication problems to the management of communication channels with effective intervention with the different target audiences, not forgetting the subsequent evaluation of the designed campaign. At the end of the semester, students are expected to be able to plan, in a reasoned manner, communication strategies in the most diverse fields of activity.
Syllabus	1- The role of communication in the global strategy of organizations 2- The strategic communication management process 2.1- The Communication Plan 2.5- Definition of communication objectives (target audience, deadlines, budget and resources) 2.6- Message development 2.7- Actions and implementation of the plan of Communication 2.7- Results evaluation 3- Integrated Communication Plan-Communication Techniques 3.1 - Advertising and Sponsorship 3.2- Public Relations and Sales Force 3.3-Direct Marketing 3.4- Merchandising & Sales Promotion 3.5-Digital Communication and Social Media 4- Strategic management in crisis communication 5- Strategic communication and new media / New challenges for communication 5.1- Personal and organizational communication strategies in new media 5.2 - Political communication strategies and new media 5.3- Communication planning in event and campaign management 5.4- Planning and organizing campaigns - case studies
Main Bibliography	Baynast, Arnaud et al. (2018), Mercator, O Marketing na Era Digital, 17a edição, Lisboa: Edições D. Quixote; Fidalgo, António e Canavilhas, J. (org.) (2013), Comunicação Digital, 10 anos de investigação, Coimbra: Edições Minerva; Garrido, FJ. (2004) Comunicación estratégica. Las claves de la comunicación empresarial en el siglo XXI, Barcelona: Gestión 2000. Isidoro, Ana M: et al. (2014), Manual de Organização e Gestão de Eventos, 1a edição, Lisboa: Edições Sílabo; Kunsch, Margarida (org.) (2016), Comunicação Organizacional Estratégica, Aportes conceituais e aplicados, Sa~o Paulo: Summus editorial; Gonçalves, G. e Guimarães, M. (Org., 2014) Fronteiras e Fundamentos conceptuais das Relações Públicas, Covilhã: Livros LabCom. Ribeiro, R. B. (2013). Marketing para Estudantes de Comunicação. Lisboa: Causa das Regras Ribeiro, V. (2014), O peso do Press Release no processo de produção de notícias. Recuperado em: http://www.bocc.ubi.pt/;
Teaching Methodologies and Assessment Criteria	• Group work: Communication Plan presented in an open class (60%) • Two individual exercises to assess the theoretical framework taught in the Curricular Unit (30%) • Continuous assessment (10%): - Participation in exercises applied in class (resolving communication and marketing problems; presentation of proposals; "The RP's of the Class" (game with the help of the Jamboard); etc.
Language	Portuguese. Tutorial support is available in English.