Class Strategic Communication Workshop

The course is part of the Strategic Communication area. At the end of the course, students should understand the concept of organisational culture, have the ability to collect and structure the information needed to create a briefing for communication agencies, and have the ability to plan and manage the activities inherent to Strategic Communication in practice, from defining the pillars of Strategic Communication in connection with the organisation's strategies to operationalising these policies. They should also have the skills to understand and use the tools and techniques that Strategic Communication professionals use on a daily basis, including content management, crisis management and project management.

Not applicable

1.The framework of Strategic Communication in the market  1.1 Communication associations  1.2 Communication agencies, their services and functions  1.3 Communication departments and their functions  2. Strategic Communication in practice  2.1 Deployment of the Organisation's Strategy to Communication Strategy  2.2 Definition of the elements of strategic communication to its operationalisation  2.3 Construction of a briefing to the agency  2.4. Selection of agencies and Evaluation of proposals  3. Practices of Strategic Communication in organizations and agencies  3.1 Seminars with professionals from various sectors, profit and non-profit  3.2 Seminars with communication agencies - presentation and framework in strategic  communication  

This CU includes: - Short lectures - Seminars and presentations by communication organisations  - Collaborative learning based on challenges from organisations/agencies/case studies Assessment of the course consists of: Continuous assessment: Group work 1 (40%) + Group work 2 (30%) + Individual exercise in class (20%) Participation in class (10%). Note: Group work needs to be monitored by the teacher. Note 2: The assessment in appeal and special periods will be done through an individual exercise, with 100 per cent of the grade being valued. Note 3: Assignments submitted after the deadline will only be possible if authorised by the teacher and will incur a 25% penalty in the grade if submitted up to 24 hours after the deadline and a 50% penalty if submitted between 24 and 72 hours after the deadline; assignments submitted more than 72 hours late will not be accepted. Plagiarism or fraud (including unauthorised AI) will invalidate the work. Series cases may be referred to the Disciplinary Boar  

Falkheimer, J. e Heide, M. (2018), Strategic Communication: An Introduction, Routledge - Cornelissen, J. (2014), Corporate communication: A guide to theory and practice. London: Sage  Botan, Carl H. (2017), Strategic Communication Theory and Practice: The Cocreational Model, Wiley-Blackwell Steyn, B. (2014). From strategy to corporate communication strategy: A conceptualisation. Journal of Communication Management.