| Code |
17473
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| Year |
1
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| Semester |
S1
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| ECTS Credits |
6
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| Workload |
TP(45H)
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| Scientific area |
Communication Sciences
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Entry requirements |
None.
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Learning outcomes |
The learning objectives of this course unit focus on understanding communication processes and their strategic component, with emphasis on organizational and brand communication, applied to Public Relations and Advertising. It also aims to develop reflective capacity in strategic communication thinking, framing practices and academic debates from a multidisciplinary perspective. These objectives are compatible with the teaching methodology adopted, which combines lectures for the introduction of concepts, case studies and practical exercises that promote the application of knowledge in real scenarios, as well as debates and reflective assignments that encourage critical analysis. This articulation allows the consolidation of theoretical knowledge, the practice of problematization, and the development of applied skills in the field of strategic communication, in line with the aims of the course unit.
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Syllabus |
The field and practice of strategic communication
Definition, historical evolution, and contemporary relevance.
Distinctions between tactical and strategic communication.
Micro, meso, and macro levels of organizational communication
Interpersonal and group communication (micro level).
Organizational and institutional dynamics (meso level).
Societal and media communication (macro level).
The seven traditions of communication studies
Cybernetic, phenomenological, socio-psychosocial, sociocultural, semiotic, critical, and rhetorical perspectives.
Applications of these traditions to the analysis and practice of strategic communication.
Strategic management of public relations
Main models and theories of public relations.
Contemporary approaches to stakeholder relationship management.
Communication strategies: theories and applications
Definition and operationalization of communication strategies in different contexts.
Integration of theoretical foundations and practical 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
Heath, R., Johansen, W., Hallahan, K., Steyn, B., Falkheimer, J., & Raupp, J. (2018). The International Encyclopedia of Strateg
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Teaching Methodologies and Assessment Criteria |
The assessment of this course unit is based on two complementary components, ensuring the articulation between collaborative work and individual reflection. First, students develop a group project (50%), presented in an open class in the form of a podcast under the theme “Professionals, Strategies, and Results”. This activity aims to stimulate research, strategic planning, creativity, teamwork, and communication skills in a multimedia format. Second, each student writes an individual critical essay (50%), approximately 10 pages long, developed from the group project. This essay allows for the assessment of individual appropriation of content, capacity for critical analysis, mobilization of theoretical frameworks, and integration of academic perspectives with the practical experience of the collective project. The combination of these two components ensures balance between applied practice and academic reflection, in line with the learning objectives of the course unit.
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Language |
Portuguese. Tutorial support is available in English.
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