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Learning outcomes |
The curricular unit aims to equip students with management and strategic communication planning tools, ranging from the analysis of organizational problems to the definition of target audiences, key messages, and appropriate channels, including the implementation and evaluation of campaigns. It also seeks to develop problem-solving skills in marketing and communication, fostering the ability to articulate integrated and effective strategies. By the end of the semester, students should be able to plan, in a well-founded and critical way, communication strategies applicable to different business and institutional contexts, mobilizing theoretical and practical knowledge to sustain an ethical and efficient professional practice.
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Syllabus |
Introduction to Communication Planning
Fundamental concepts of strategic communication.
The importance of planning in professional practice.
Situation Analysis
Organizational and communication context mapping.
Identification of problems and opportunities.
SWOT Analysis
Strengths, weaknesses, opportunities, and threats applied to communication.
Strategic diagnostic tools.
Definition of Communication Objectives
Establishment of measurable goals suitable for organizational contexts.
Relationship between objectives, audiences, and available resources.
4.1. Identification of Platforms to Use
Criteria for selecting communication channels.
Integrated and multichannel communication.
4.2. Definition of the Communication Target Market
Segmentation and characterization of audiences.
Consumer/receiver behavior.
Stages of Communication Campaign Development
Planning and scheduling of activities.
Human, technical, and financial resources.
5.1. Strategy and Message Development
Creation and adaptation
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Main Bibliography |
Baynast, Arnaud et al. (2018), Mercator, O Marketing na Era Digital, 17a edição, Lisboa: Edições D. Quixote;
Fidalgo, António e Canavilhas, J. (org.) (2013), Comunicação Digital, 10 anos de investigação, Coimbra: Edições Minerva;
Garrido, FJ. (2004) Comunicación estratégica. Las claves de la comunicación empresarial en el siglo XXI, Barcelona: Gestión 2000.
Isidoro, Ana M: et al. (2014), Manual de Organização e Gestão de Eventos, 1a edição, Lisboa: Edições Sílabo;
Kunsch, Margarida (org.) (2016), Comunicação Organizacional Estratégica, Aportes conceituais e aplicados, São Paulo: Summus editorial;
Gonçalves, G. e Guimarães, M. (Org., 2014) Fronteiras e Fundamentos conceptuais das Relações Públicas, Covilhã: Livros LabCom.
Ribeiro, R. B. (2013). Marketing para Estudantes de Comunicação. Lisboa: Causa das Regras
Ribeiro, V. (2014), O peso do Press Release no processo de produção de notícias. Recuperado em: http://www.bocc.ubi.pt/;
Sousa, Jorge Pedro (2004), Planificando a c
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