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Strategic Communication: Advertising and Public Relations
Models of Strategic Communication

Models of Strategic Communication

Code	17474
Year	1
Semester	S2
ECTS Credits	6
Workload	TP(45H)
Scientific area	Communication Sciences
Entry requirements	No requiremnts
Learning outcomes	This course unit introduces the main key concepts, theories and authors in discourse analysis and strategic communication, using real-world applied case studies. The main objectives are: to equip students with tools that enable them to study and strategically evaluate the discourses underlying various types of strategic messages: advertising, religious and electoral propaganda, and public relations."
Syllabus	1. Introduction: Greimas and Textual Semiotics 2. The Algirdas Grimas´ Semiotic Project and its Application to Strategic Texts a) Semio-Narrative Structures: Fundamental syntax and semantics; Narrative syntax and semantics b) Discursive Structures: Discursive syntax and semantics 3. Case Study Analyses
Main Bibliography	BARROS, D. P. L. (2004). – “Publicidade e Figurativização”, em Alfa. 47 (2), p.p. 11-31 FLOCH, Jean Marie – “J’aime, j’aime, j’aime…”, in: Sémiotique, Marketing et communication. Sous les signes, les stratégies. Paris, Puf, 1990; CAMILO, Eduardo J. M. - The «forever young» canon. Figurações publicitárias da feminilidade / The "forever young" canon. Figurations of the advertising of femininity, in: Revista de Comunicación da SEECI nº 129 Número 39 - Marzo 2016 - Año XX; CAMILO, Eduardo – “Contribuições para uma abordagem semiótica à publicidade de choque”, in: Historia y Comunicación Social. Madrid, Departamento de Historia de la Comunicación Social de la Facultad de Ciencias de la Información (UCM), 2013, Vol.18.01; FLOCH, Jean Marie – “Tués dans l’oeuf” in: Sémiotique, Marketing et communication. Sous les signes, les stratégies. Paris, Puf, 1990; FLOCH, Jean Marie – “La maison d’Epicure. Les désirs naturels et non necessaires d’Habita”, in: Identités visuelles. Paris, Puf, 1995;
Teaching Methodologies and Assessment Criteria	This is an in-person teaching format characterised by explanatory sessions and case study analyses. Students will be assessed on their ability to: select communication campaign messages, interpret them, and evaluate to what extent the discourse aligns (or fails to align) with the the corporate goals and the underlying strategic context (through the writing of strategic message evaluation reports).
Language	Portuguese. Tutorial support is available in English.