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Ano Letivo: 2017/18

Bachelor's Degree in Gestão de Empresas

Corporate Communication

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Publication in the Diário da República: Despacho nº 3393/2016 - 04/03/2016

5 ECTS; 3º Ano, 1º Semestre, 60,0 TP

- Oliva Maria Dourado Martins

Not applicable

At the end of this course, the student should be able to: - Explain the principles of communication - Understand business communication (internal, institutional and commercial) - Know how to make the communication plan - Make communication advice - Business negotiation techniques.

1. Introduction to the communication process
a. Main concepts
2. The communication process
a. Communication Theories
b. Elements of Communication
c. Typologies of Communication
3. Psychosociology of Communication
a. Leadership and Motivation
b. Influence and persuasion
4. Internal communication: publications and event management
5. Institutional communication: brand management and social responsibility
6. Business communication: portfolio management and portfolio
7. Communication and the life cycle of product
8. Communication plan
a. Business Negotiation: Objectives and Techniques
9. Social Communication Advertising

Evaluation Methodology
Press Dossier (10%), Oral Presentation (20%) and Group work (20%)
Frequency - 50% (minimum grade required - 10 points)
Final exam - 100%
The student should be present at the moments of evaluation (and have more than 70% of class attendance)

- Setiawan, I. e Hermawan, K. e Kotler, P. (2017). Marketing 4.0 ­ Do tradicional ao digital. Brasil: Editora Sextante
- Tybout, A. e Calder, B. (2015). Marketing. São Paulo, Brasil: Saraiva
- , . e Lendrevi, J. e Levy, J. e Dionísio, P. e Rodrigues, J. (2015). Mercator XXI: teoria e prática do marketing. Lisboa, Portugal: Dom Quixote

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

Software used in class
Not applicable




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