| Code |
16180
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| Year |
1
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| Semester |
S2
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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 |
-
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Learning outcomes |
The main learning outcomes of this UC are:
1. Know the theoretical-practical field of strategic communication
2. Develop creative thinking
3. Apply storytelling techniques to strategic communication (written and audiovisual)
4. Apply creative strategies in PR campaigns
5. Develop creative and effective writing
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Syllabus |
I. Introduction to the field of strategic communication
II. Models of strategic communication
III. Creativity: concept and applications
IV. The different languages of creativity
V. The rhetoric of advertising
VI. Storytelling in communication: creative writing and audiovisual
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Main Bibliography |
Green, A. (2010). Creativity in Public Relations. London: CIPR – Kogan Page
Hallahahn et al (2007). “Defining Strategic Communication”. International Journal of Strategic Communication (1): 3-35
Falkheimer, J. & Heide, M. (2022) Strategic Communication: An Introduction to Theory and Global Practice. Routledge
Truby, J. (2009). The Anatomy of Story: 22 steps to becoming a master storyteller. New York: Farrar, Strauss and Giroux.
Walter, E. & Gioglio, J. (2014). The Power of Visual Storytelling: How to use visuals, videos and social media to market your brand. New York: MC Graw Hill
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Teaching Methodologies and Assessment Criteria |
The classes are imminently laboratorial, with practical application of the concepts.
The evaluation is continuous and based on the development of creative strategies, assembled at the end of the semester in a portfolio of campaigns and communication strategies (100% of the evaluation)
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Language |
Portuguese. Tutorial support is available in English.
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