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Strategic Communication Workshop

Code 14827
Year 1
Semester S2
ECTS Credits 6
Workload OT(15H)/TP(45H)
Scientific area Communication Sciences
Entry requirements not applied
Mode of delivery Face-to-face
Work placements No
Learning outcomes . To have critical spirit and to become proactive in theoretical and practical scope.

. To design a personal brand and na Influencer project from its inception until the finished elements.

. To empower creative works with original identity and relying on concepts, especially related to Covilhã.

Syllabus SYLLABUS
I – TECHNIQUE
Adobe Photoshop – Basic Tools, Polygonal Cut and Image Formats; Layers, Typography and Filtera + Retouch and Editing.
Adobe Illustrator – Basic Tools, Shapes, Canvas, Logos and Personal Brands


II – PERSONAL BRAND
. Brand, Narrative, Performance And Character (Vincent)
. Good Strategy / Bad Strategy (Rumelt)
. Digital Branding (Rowles)
. Be Your Own Brand (McNally & Speak)
. Personal Brands (del Blanco)


III – INFLUENCER PROJECT
. The Network is Your Client (Rogers)
. Focus on The Customer (Fader)
. The Platform Revolution (Parker et al)
. A Brand Called "You" (Montoya & Vandehey)
. You Are a Brand (Kaputa)
. Creating an Influencer Brand (Williams)


Main Bibliography Blanco, R. A. del (2010). Personal brands: manage your life with talent and turn it into a unique experience. New York, NY, US, Palgrave MacMillan.

Kaputa, C. (2005). U R a brand! how smart people brand themselves for business success. Mountain View, CA, US, Davis-Black Publishing.

McNally, D., Speak, K. D. (2011). Be your own brand. achieve more of what you want by being more of who you are. San Francisco, CA, US, Berret- Koheler.

Montoya, P., Vandehey, T. (2009). The brand called you. create a personal brand that wins attention and grows your business. New York, NY, US, McGraw Hill.

Parker, G. G., Alstyne, M. W. V., Choudary, S. P. (2016). Platform revolution. how networked markets are transforming the economy and how to make them work for you. New York, NY, US, W. W. Norton & Company.

Fader, P. (2012). Customer centricity. focus on the right customers for strategic advantage. Philadelphia, PA, US, Wharton Digital Press.

Rogers, D. L. (2010). The network is your customer.
Language Portuguese. Tutorial support is available in English.
Last updated on: 2021-06-11

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