gest mkt-2- 1-14 business communication and public relations

Course unit title: BUSINESS COMMUNICATION AND PUBLIC RELATIONS
Course unit code: 2-1-14
Type of course unit: compulsory
Level of course unit: first cycle
Year of study: 2st
Semester: 1st
Number of ECTS credits allocated: 6 ECTS
Name of lecturer: Mariana Victorino
Objectives
The Business Communication and Public Relations discipline included in the Marketing
Management degree is intended to raise the awareness of students to the importance of this
management tool in the business world, as a means of ensuring their place in a society ruled by
communication and information and in a market dominated by brands rather than the classic
concepts of products and production, tracing out their genesis and evolution, and equipping
students with the techniques and practices that are essential to development.
Learning outcomes of the course unit
Acquaint students with the business environment, identifying Communication as one of the
variables of management ;
Provide students with an overall concept of Business Communication so they may evaluate its
role in the marketing-mix and learn to make adequate use of this tool for marketing
management;
Provide students with the necessary technical know-how to enable them to prepare a
communication strategy;
Create in students awareness to the need to use evaluation criteria in Communication similar to
those that apply to other business functions.
ISCEM Mode of delivery: face-to-face
Prerequisites and co-requisites: none
Recommended optional programme components: none
Course contents
I. Business communication introduction
II. The communication process
III. The enterprise as a communication transmitter
IV. The Social communication organs
V. The publics (communication receptors)
VI. Business communication typology
VII. Business communication process tools.
VIII. Operative tools of Communication process
IX. Editorial projects
X. Public relations
XI. The relationship with social communication organs
XII. Advertisement and Institutional advertisement
XIII. Sponsorship
XIV. Lobbying
XV. Internal communication
XVI. Commercial, advertisement and market communication,
XVII. Institutional communication
XVIII. Financial communication
XIX. The crisis communication
XX. Organization of communication services in enterprises
XXI. Business communication strategies, policies and projects
XXII. Communication Projects evaluation
Recommended Reading
¾ EFFECTIVE PUBLIC RELATIONS, Scott Cutlip, Allen Center, Glen Broom, Prentice
Hall, New Jersey 1985
¾ INTRODUCTIONS AUX COMMUNICATIONS DE MASSE, Warren Agee, Phillip
Ault, Edwin Emery, De Boeck Université, Bruxelas 1989.
¾ COMMUNICATION D’ENTREPRISE, A. Narbonne, Ed. Eyrolles, Paris 1990
¾ COMMUNICATION Nouvelle Action Stretégique de L´Entreprise, Christian
Schneider, Col. “Ce qu´il vous faut savoir”, Masson, Paris 1990
¾ CULTURA DE EMPRESA, Charles Hampden-Turner, Bibl. de Gestão Moderna, Ed.
Presença, Lisboa 1990
¾ JORNALISMO EMPRESARIAL, Jaurês Rodrigues Palma, Ed. Sulina, Porto Alegre,
1983
¾ LE PROJET D´ENTREPRISE, Col. Formation Permanente en Sciences Humaines, Les
Editions ESF, Paris 1987
¾ LES COMMUNICATIONS D´ENTREPRISE, Phillipe Scwebig, Col. Stratégie et
Management, Ed. McGraw-Hill, Paris 1991
¾ PUBLIC RELATIONS, Frank Jenkins, The M & Handbooks Series, Pitman Publ.
London 1988
¾ STRATÉGIE D’ENTREPRISE ET COMMUNICATION, Dominique Beau et Sylvian
Dandel, Dunod, Paris 1992
¾ TRAITÉ DE RÉLATIONS PUBLIQUES, Denis Huisman et Constantin Lougovoy,
1ére Ed., Paris 1981.
Planned learning activities and teaching methods: Theoretical‐practical lessons
Assessment methods and criteria
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•
There is no register for presences in classroom;
Each discipline will have the following assessment:
¾ 1 Test in the classroom (20% weighted)
¾ 1 or more group or individual work (30% weighted)
¾ Participation /attendance ( 10% weighted)
¾ 1 Assessment at end of Semester to be fixed in Calendar (40% weighted)
Should the student have a grade inferior to 8 (7.5) in the Assessment, he will immediately be
given an EXAM.
ISCEM Language of instruction: portuguese