Business Communication ( 471022)

Learning Outcomes

At the end of this curricular unit the student should be able to:
- Conceptually structure the theory of business communication and the variables of the communication mix;
- Develop the capacity for practical application of the concepts;
- Identify the concepts of culture, identity and image, as a process of the dynamic nature of organisations;
- Name the different tasks of a communications director;
- Plan out a communication strategy.

Study Program

THEME UNIT 1

- The nature and function of Business Communication

- Strategic component of marketing communication

- Analysis of the variables of marketing communication

- From marketing strategy to communication strategy THEME UNIT 2

- Strategic dimensions of corporate image

- Corporate image as a principle of strategic management

- Culture

- Identity

- Image

THEME UNIT 3

- Image auditing

- Concepts and objectives of image auditing

- Models of quantification of corporate image

- Evaluation of corporate culture

- Evaluation of public image THEME UNIT 4

- The communications director

- Instruments of the communication direction

- Communication plans.

Bibliography

CARDOSO, P. GAIO, S. (2004) Publicidade e comunicação empresarial: Perspetivas e contributos, Edições

Universidade Fernando Pessoa, Porto.

 

 CARDON , P (2017) Business Communication: Developing Leaders for a Networked World 3º Ed. McGraw-Hill, New

York.

 

REGO, Arménio (2022) Comunicação Pessoal e Organizacional 5ª Ed., teoria e prática. Sílabo Gestão, Lisboa.