| Code |
14824
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| Year |
1
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| Semester |
S1
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| ECTS Credits |
6
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| Workload |
OT(15H)/TP(45H)
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| Scientific area |
Communication Sciences
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Entry requirements |
Does not include.
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Learning outcomes |
Understand communicative processes and their strategic component, specifically with regard to communication associated with organizations and brands, applied to Public Relations and Advertising. Knowing and training the reflexivity of thinking about communication strategies from the perspective of studies in Communication Sciences. Framing academic practice and questions within the multidisciplinary scope of strategic communication.
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Syllabus |
1. The field and practice of strategic communication
2. Micro, meso and macro levels of organizational communication
3. The seven traditions of the study of communication: cybernetics, phenomenology, socio-psychosocial, sociocultural, semiotics, criticism and rhetoric.
4. Strategic management of public relations: models, theories and approaches
5. Communication strategies: theories and applications
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Main Bibliography |
Cornelissen, J. (2016). Corporate Communications. Sage: London.
Craig, R. T. (1999). Communication theory as a field. Communication Theory, 9(2), 119-161. https://doi.org/10.1111/j.1468-2885.1999.tb00355.x
Christensen, L. (2002). Corporate communication: the challenge of transparency. Corporate Communications: An International Journal, 7(3), 162–168. https://doi.org/10.1108/13563280210436772
D’Urso, S. C. (2018). Towards the final frontier: using strategic communication activities to engage the latent public as a key stakeholder in a corporate mission. International Journal of Strategic Communication, 12(3), 288-307.
Hallahan, K., Holtzhausen, D., van Ruler, B., Vercic, D. & Sriramesh, K. (2007). Defining Strategic Communication. International Journal of Strategic Communication (1): 3-35 https://www.tandfonline.com/doi/abs/10.1080/15531180701285244
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Teaching Methodologies and Assessment Criteria |
• Group work presented in an open class (50%) – “Professionals, strategies and results” (podcast format).
• Individual written work of 10 to 15 pages developed from group work (50%)
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Language |
Portuguese. Tutorial support is available in English.
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