Publication in the Diário da República: Despacho n.º 428/2023 de 09/01/2023 + RA-EF/641/2011/AL04 de 22/01/2025
4 ECTS; 3º Ano, 2º Semestre, 28,0 S + 2,0 OT , Cód. 8297232.
Lecturer
- Andreia Maria Alves de Almeida (1)
- Raquel Palma Tomé de Sousa Botelho (2)
(1) Docente Responsável
(2) Docente que lecciona
Prerequisites
Not applicable.
Objectives
-Access to different perspectives;
-Connection between theory and practice;
-Encouraging students critical participation in debates and discussions with specialists;
-Preparation for entry into the labor market;
-Promotion of networking opportunities.
Program
1-Crisis Communication: Strategies and Practices
A Public Relations professional shares experiences on how to manage communication in crisis situations, highlighting real cases and best practices.
2-Digital Marketing and the New Era of Communication
A digital marketing specialist addresses current trends, tools, and strategies to engage target audiences on digital platforms.
3-Corporate Storytelling: How to Tell Your Brands Story
A branding professional teaches storytelling techniques and their application in corporate communication to create emotional connections with audiences.
4-Internal Communication: The Key to Organizational Culture
A human resources management specialist discusses the importance of internal communication for employee motivation and engagement.
5-Social Media Management: The Role of Communication in Building a Companys Image
A social media professional explores content strategies, crisis management, and reputation building on social networks.
6-Visual Communication and Graphic Design: The Importance of Aesthetics in Business Messaging
A graphic designer demonstrates how visual communication impacts brand perception and how to create effective materials.
7-Communication and Diversity: Inclusion in Organizations
A diversity consultant discusses how communication can promote an inclusive environment and respect cultural and social differences.
8-The Evolution of Corporate Communication: From Traditional to Digital
A professional with experience across different communication eras analyzes the transition and the implications of digitalization for organizations.
9-Corporate Events: Planning and Execution from A to Z
An events professional shares experiences in organizing corporate events, from concept development to execution and evaluation.
10-Brand Communication: Building and Maintaining a Strong Identity
A brand communication specialist discusses how to develop a consistent and effective brand strategy, authentically engaging audiences.
11-Sustainability Communication: How Companies Can Communicate Their Environmental Commitment
A sustainability professional discusses strategies for communicating ecological initiatives and the importance of transparency in sustainability-related communication.
12-The Influence of Social Media on Purchase Decisions
A consumer behavior specialist analyzes how social media affects purchasing decisions and how brands can leverage this influence in their marketing strategies.
13-The Importance of Non-Verbal Communication in Business Relationships
A communication consultant explores how non-verbal communication (gestures, facial expressions, posture) influences professional interactions and a companys image.
14-Business and Political Protocol: The Art of Communicating with Elegance and Respect
A protocol specialist discusses the importance of protocol in business and political relations, addressing best practices of etiquette in meetings and official events, in contexts such as municipal councils, parish councils, and central government. The seminar highlights standards of courtesy, the organization of formal events, and stakeholder relationship management, offering practical implementation tips.
Evaluation Methodology
Continuous Assessment:
40% participation in thematic seminars
60% individual report for each session
The final grade will result from the weighted average of these components.
Assessment by Examination:
60% grade obtained during the continuous assessment period
40% written test
Students undertaking internships must contact the course instructor.
Bibliography
Teaching Method
Expository seminars and debates.
Software used in class
Not applicable.
