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Presentation
Presentation
It is intended that students, at the end of the course, are able to have an integrated view of the different communication resources and their combined use, in the context of organizations; and emphasize the communicational contexts of organizations
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Class from course
Class from course
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Degree | Semesters | ECTS
Degree | Semesters | ECTS
Master Degree | Trimestral | 5
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Year | Nature | Language
Year | Nature | Language
1 | Optional | Português
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Code
Code
ULHT461-1677
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Prerequisites and corequisites
Prerequisites and corequisites
Not applicable
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Professional Internship
Professional Internship
Não
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Syllabus
Syllabus
1. Communication Management Management and its instruments Types of communication Characteristics and barriers of the communicational process Communication as a strategic tool 2. Communication in Organizations Organizational theory review Organizations as open systems 3. Communication as a strategic resource From internal and external communication to integrated communication The elements of a communication policy Audiences: segmentation and characterization 4. Management of the media Adequacy, effectiveness and efficiency The major media 5. The institutional image Institutional images of people and organizations Construction and management of an image system 6. Communication intervention methodology Strategic analysis and diagnosis Preparation and implementation of the communication plan
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Objectives
Objectives
Provide an integrated view of the different communication resources and their combined use in the context of organizations; and emphasize the organizations' communicational contexts. As specific objectives, it intends to: - Perspect the communication in the organizational context and understand how the manager should explore the communicational resources; - Understand the different communication techniques, in terms of relevance, in view of specific objectives and contexts and know how to prepare the organizational communication plan; - Articulate the different communicational resources articulately in the technical intervention in communication, through the elaboration, implementation and evaluation of the organizational communication plan; - Perceive communication as a strategic resource for organizations and the relevance of integrated communication..
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Teaching methodologies and assessment
Teaching methodologies and assessment
The classes will be of theoretical and practical nature, using an expository methodology for the presentation of the material, later supported by a working methodology of the master student in the application of the concepts acquired in case studies with the objective of consolidating knowledge. The master's students will discuss in the classroom the topics covered and carry out work with a view to obtaining the skills of analysis and criticism of real cases. The chosen methodology also intends to stimulate the master's students to participate actively in the classes, developing their critical and heuristic skills and their aptitudes for a fruitful autonomous study. The continuous assessment process - A test (50%) and a practical assignment (50%)
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References
References
Rego, A. (2022). Comunicação Pessoal e Organizacional, 5ª Edição. Edições Silabo
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Office Hours
Office Hours
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Mobility
Mobility
No
