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Communication Strategies

Code 14824
Year 1
Semester S1
ECTS Credits 6
Workload OT(15H)/TP(45H)
Scientific area Communication Sciences
Entry requirements Basic knowledge of Communication Theories. Basics of Public Relations and strategic communication / communication management.
Learning outcomes Understand the communicative processes and their strategic component, specifically with regard to the communication associated with organizations and brands, applied to Public Relations and Advertising.
Framing academic practice and questioning in a multidisciplinary context.
To know and train the reflexivity of thinking about communication strategies from the perspective of studies of
the field of communication. Know some models and application areas. Apply a theoretical perspective to a practical case analyse.
Syllabus I. PR and Advertising: Origins and development to date
II. Applied theories and models of communication
III. Micro, meso and macro levels of communication
IV. The seven traditions of the study of communication strategies: cybernetics, phenomenological, socio-psycho-social, socio-cultural, semiotics, criticism and rhetoric.
V. Communication strategies: models, approaches and theories(Editado)Restaurar original
Main Bibliography Bolten, J. (2020). Rethinking Intercultural Competence. In G. Rings & S. Rasinger (Eds.)

Christensen, L. (2002). Corporate communication: the challenge of transparency. Corporate Communications:
An International Journal, 7(3), 162–168.

Craig, R. T. (1999). Communication theory as a field. Communication Theory, 9(2), 119-161.

Gonçalves, G. (2015). Teorias de relações públicas: da visão sistémica à radical.

Londero, R. (2011) Um breve panorama das teorias da publicidade. Anais da Confibercom.

Oliveira, E (2017) Comunicação e legitimação no Terceiro Sector.

Oliveira, E., & Ruão, T. (2014). Os quatro paradigmas da Comunicação Estratégica e o ensino em Portugal.

Oliveira, E. (2014) Comunicação Organizacional e Relações Públicas: Uma questão terminológica ou campos distintos? A questão da Comunicação Estratégica
Teaching Methodologies and Assessment Criteria Presentation of group work in the classroom (30%); Individual written paper of 10 to 15 pages or in groups of 20 to 25 pages. In the case of being in a group, an individual self-reflection on the course is requested, including a own proposal for a definition of strategic communication and the description in his/her/it involvement in group work, from 1 to 2 pages (50% ). Individual elaboration of a video (eg mysimpleshow) explaining a key concept or idea by an author about PR, Advertising or Strategic Communication (20%).
Language Portuguese. Tutorial support is available in English.
Last updated on: 2021-10-27

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