ISCEM
Transcription
ISCEM
DISCIPLINE: GEST MKT-2- 1-14 BUSINESS COMMUNICATION AND PUBLIC RELATIONS Professor: Mariana Victorino Positioning of discipline in the course 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. Objectives/ Skills 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. Discipline Structure 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 Assessment Methodology • 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 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. ISCEM