Corporate Communication

 

Business Administration, Publication in the Diário da República - Despacho nº 3393/2016 - 04/03/2016

5 ECTS; 3º Ano, 1º Semestre, 60,0 TP

Lecturer
- Maria de Fátima Rodrigues Pedro

Prerequisites
Not applicable

Objectives
At the end of this course, the student should be able to:
1.Explain the principles of communication
2.Understand business communication (internal, institutional and commercial)
3.Know how to make a company's communication plan
4.Understand and apply internal communication
5.Apply internal marketing

Program
1. Introduction to the communication process
2. Communication process: characteristics and barriers
3. Marketing communication management
4. How marketing communication works
5. Theories of communication
6. Internal communication
7. Internal marketing

Evaluation Methodology
Continuous evaluation:
The continuous assessment consists of two components: a practical assignment (C1), with presentation and discussion, mandatory for all group members, weighting of 40%, minimum grade of 10 (ten) and a written test (C2), weighting of 60%, minimum grade of 8 (eight) values.

The final grade is expressed by (CF = 0.40C1 + 0.60C2), provided that the minimum grade has been obtained in each of the evaluation components. Otherwise, the final rating will be equal to the lowest of C1 or C2 ratings.
Students are approved to the course unit if the final grade of the two assessment components, rounded by the units, is greater than or equal to 10 (ten) values.

Non continuous assessment:
Written test (100%), performed without any query element.
Students are approved to the course if the final grade, rounded to units, is greater than or equal to 10 (ten) values.

Bibliography
- Rodrigues, J. e Dionísio, P. e Levy, J. e Lendrevi, J. e , . (2015). Mercator XXI: teoria e prática do marketing. Lisboa, Portugal: Dom Quixote
- Calder, B. e Tybout, A. (2015). Marketing. São Paulo, Brasil: Saraiva
- Kotler, P. e Hermawan, K. e Setiawan, I. (2017). Marketing 4.0 ­ Do tradicional ao digital. Brasil: Editora Sextante
- Rego, A. (2016). Comunicação Pessoal e Organizacional, Teoria e Prática. Lisboa: Edições Sílabo
- Monteiro, A. e , E. (2012). Fundamentos de Comunicação. Lisboa: Edições Sílabo
- Castro , J. (2007). Comunicação de Marketing. (Vol. ). Lisboa: Edições Sílabo
- Rego, A. (2016). Comunicação Pessoal e Organizacional, Teoria e Prática. Lisboa: Edições Sílabo

Method of interaction
Lectures supported by audiovisual resources, role-playing and simulation.

Software used in class
Not applicable