Integrated Business Communication

Subject: 2023/2024 - 1S

Programmes

Hours Effectively Taught

MDCM1

Aims, Skills and Learning Outcomes

Descriptive summary of course unit
In the current context of changing the structuring paradigm of Business Communication, profound changes in business models are observed in an increasing fragmentation of audiences, media and audiences, where marketers are faced with very interesting phenomena, such as the hybridization of language (civic and commercial), brands to use pronouns (such as "I" and "MY"), co-creation to take center stage, the creation of content together with the ability to provide experiences to be synonymous with added value, and massification persuasive to give way to segmentation and engagement.
This is the field of action of the present curricular unit: operationalize the communication policies expressed in the marketing strategies of organizations, realizing the importance of efficiently integrated communication: both in a perspective of profitability of results, and in the reinforcement of a bidirectional discourse with its relevant audiences, leading to transparent relations and a positive impact of business activity on public opinion.

Objectives and learning outcomes
As teaching is based on the transmission of academic knowledge and professional practices within the scope of integrated business communication, and embodied in the realization of practical exercises and case studies, this course will allow students to:
- Obtain new knowledge and skills related to business communication;
- Demystify the area's own terminology;
- Know how to articulate the company's strategy with the communication strategy;
- Planning business communication in a context where relational marketing and the possibilities / opportunities, provided by new technologies, have given rise to a new approach to Marketing Communication;
- Understand how to plan, implement and monitor an integrated business communication strategy.

Skills to be developed
At the end of the course, students should be able to:
- Understand the importance of business communication and organizational culture in the implementation of the global strategy of organizations;
- Recognize the role of targeted communication in relation to audiences;
- Understand the importance of the internal public in the possible realization of the organization's objectives;
- Know how to establish an efficient and permanent communication with the media;
- Know how to define a communication strategy using different communication media;
- Know the various tools of the communication process and contextualize the integrated communication in the Global Marketing process;
- Know how to characterize and relate the components and factors of the communication processes, when interpreting concrete situations and when proposing solutions;
- Know how to diagnose the impact of communication in different organizational contexts;
- Know how to propose communication actions in response to previously defined objectives;
- Develop a communication plan.

Programme

1. Business Communication
1.1. the communication process
1.2.Types of communication
2. Communication in the context of marketing
2.1. Communication strategy.
2.2. Analysis and diagnosis
2.3. Definition of goals and positioning
2.4. marketing targets
2.5. communication targets
3.The Communication Mix
3.1. Advertising
3.2.Public Relations
3.2.1. Sponsorship and Patronage
3.3. Sales Force
3.5. Direct marketing
3.6.Promotions and Merchandising
4. Digital Communication
4.1. New audiences and new communication trends
4.2. Storytelling, social networks and blogs.
5. Internal Communication
5.1.1. Formal and informal structures of organizations
5.1.2. Crisis communication
6. The Integrated Communication Plan
6.2. Monitoring and evaluation of results

Demonstration of the syllabus coherence with the curricular unit's learning objectives

- The objectives «To obtain new knowledge and skills related to business communication» and «Demystifying the terminology proper to the area» will be achieved, in a transversal way, with the programmatic content embodied in all the chapters;
- The objective «To be able to articulate the company's strategy with the communication strategy» will be achieved with the programmatic contents set out in Chapter 1;
- The objective «Planning business communication in a context where the relational marketing and the possibilities / opportunities, provided by the new technologies, have emerged a new approach to Marketing Communication (multi-channel or 360º)» will be achieved with the programmatic content embodied in Chapters 2 (2.4 New public and new communication trends) and 3 (3.2.8 Online and Mobile);
- The objective «Understanding how to plan, implement and monitor an integrated business communication strategy» will be achieved with the programmatic content set out in Chapters 3 and 4.

Main literature

Supplementary Bibliography

Learning Methods

The contents are approached from a theoretical and practical perspective with references to national or international reality whenever appropriate. The expository method will be used for the introduction of the theoretical concepts and the interrogative method for the reflection on the contents. The use of active methods using real situations, case studies and practical work will also be considered.
There will be a tutorial follow-up of the students directly related to the development of a project (integrated business communication plan), where the students will apply the knowledge and practices acquired throughout the course unit.

Assessment Components

Avaliação distribuída com exame final

Assessment Components

Continuous Assessment

Final Exam

Final Exam: 100%

Proofs and special works

Special Assessment (TE, DA, ...)

Improvement of final grade

Demonstration of the coherence between the teaching methodologies and the learning outcomes

Classes foster a critical and self-critical sense, as well as the practice of an ethical attitude in personal and professional terms. By promoting the development, exposure and critical discussion of cases and exercises, the reinforcement of analytical capacities is encouraged. Participation in classes and presentation and defense of individual and group works allow the development of oral and written communication skills. In addition, students acquire diverse skills, such as: prioritization, teamwork, ability to identify and solve problems; organize, plan and schedule tasks; have a spirit of initiative; knowledge (theoretical, technical and operational). With regard to scientific research competencies, students are expected to familiarize themselves with research terminology in Integrated Business Communication; selection and collection of information; bibliographic research; identification and reference of the sources of information used; critical analysis and synthesis of information.