You need to activate javascript for this site.
Menu Conteúdo Rodapé
  1. Home
  2. Courses
  3. Strategic Communication: Advertising and Public Relations
  4. Applied Ethics

Applied Ethics

Code 14821
Year 1
Semester S1
ECTS Credits 6
Workload OT(15H)/TP(45H)
Scientific area Philosophy
Entry requirements -
Mode of delivery Face to face.
Work placements Not apllicable.
Learning outcomes This Curricular Unit has the general objective to raise a reflection about the issues involved on the concept of “strategic communication”. In the end, the student must be able to:
a) Identify, to distinguish and to characterize the main types of ethics;
b) Discuss ethical problems from different perspectives;
c) Discuss the relationship between ethics and communication;
d) Identify circumstances requiring ethics applied to strategic communication;
e) Pronounce itself about the practice associated to strategic communication, in the context of professional ethics and deontology.
Syllabus 1. Introduction
1.1. The distinction or the relationship between ethics and morals
1.2. Ethics, law and deontology
1.3. Characteristics of ethical discourse
1.4. Typology
1.4.1. Ethics of virtues
1.4.2. Deontological ethics
1.4.3. Utilitarianism
2. Applied ethics and deontology
2.1. The concept of applied ethics
2.2. Characteristics and functions of codes of ethics
2.3. Professional ethics and deontology of Communication
2.3.1. Ethics applied to the advertising and to the public relations
2.3.2. Codes of ethics
2.4. Business ethics and Corporate Social Responsibility
Main Bibliography BLOWFIED M. & MURRAY A. (2008), Corporate responsibility: a critical introduction, Oxford: Oxford University Press.
CHOMSKY N. (2002), Media control, New York : Seven Stories Press.
COMISSÃO DAS COMUNIDADES EUROPEIAS (2001), Livro verde, Bruxelas: Comissão Europeia.
CORTINA A. (2003), Razón pública y éticas aplicadas. Los caminos de la razón práctica en una sociedad pluralista, Madrid: Tecnos.
DAVID M. D. & LAMBOTTE F. (2014), «Entre discours, actions et éthique: pour une proposition de méthode d’analyse de la légitimité des stratégies de communication de RSE» in Revue Internationale Communication sociale et publique,
DAY J., DONG D. & ROBINS Q. (2001), “Public relations ethics. An overview and discussion of issues for the 21st century” in R. L. Heath (ed.), Handbook of public relations, CA: Thousand Oaks, pp. 403-409.
FITZPATRICK K & GAUTHIER C (2001), “Toward a professional responsibility theory of public relations ethics” in Journal of Mass Media Ethics, 16 (2&3)
Teaching Methodologies and Assessment Criteria 1. Comparative study of codes of ethics and proposal of a code of ethics to advertisement ou public relation (30%; group task);
2. Case study work (40%; individual task);
3. Event planning “for a cause” (30% group task);
Language Portuguese. Tutorial support is available in English.
Last updated on: 2021-10-18

The cookies used in this website do not collect personal information that helps to identify you. By continuing you agree to the cookie policy.