Publication in the Diário da República: Despacho nº 3393/2016 - 04/03/2016
5 ECTS; 3º Ano, 1º Semestre, 60,0 TP , Cód. 9152328.
Lecturer
- Oliva Maria Dourado Martins (1)(2)
(1) Docente Responsável
(2) Docente que lecciona
Prerequisites
Not applicable
Objectives
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.
Program
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
Dossier (10%), Oral Presentation (20%) and Group work (20%). Frequency - 50% (minimum grade required-8,50 value). Final exam - 100% (minimum 10 value).The student should be present at all evaluation moments (70% of class attendance).
Bibliography
- 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
- Rodrigues, J. e Dionísio, P. e Levy, J. e Lendrevi, J. e , . (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
