Communication Strategies

Code:

CC019

Acronym:

ESTCOM

Keywords
Classification	Keyword
OFICIAL	Communication Sciences

Instance: 2018/2019 - 1S

Active?	Yes
Responsible unit:	Department of Communication and Information Sciences
Course/CS Responsible:	Bachelor in Communication Sciences

Cycles of Study/Courses

Acronym	No. of Students	Study Plan	Curricular Years	Credits UCN	Credits ECTS	Contact hours	Total Time
CC	48	CC - Study Plan	3	-	6	46	162

Teaching language

Suitable for English-speaking students

Objectives

• Provide students with the skills needed to prepare an integrated  communication plan. • The effectiveness communication process in the 4.0 era

Learning outcomes and competences

• Identify a company / brand or institution, the existence of a communication (dis) integrated marketing.

•      Planning and managing the different tools and media.

•      Knowing chronological communication planning

•      Conduct a creative brief


•  To realise a communication plan

Working method

Presencial

Program

1. Communication strategies 2. The importance of brand in communication 3. Setting targets and budgets for the different strategies and communication tools 4. Development of communication plan 5. Definition and implementation of creative strategies 6. Communication in the 4.0 era.

Mandatory literature

Belch, George; Advertising and promotion: an integrated marketing communications perspective, McGraw Hill, 2012
R. de Oliveira,Elaine; Serralvo , Francisco A. ; O papel da comunicação integrada de marketing: A construção do valor da marca: caso Bunge Fertilizantes (Portuguese Edition) , Novas Edições Académicas, 2014

Teaching methods and learning activities

The course subject consists of theory and practical classes. The methods used allow students to get a grip of reality by participating and being creative: Exhibitions Presentation and discussion of concepts, methodologies and techniques, using audiovisual aids. Practical cases Analysis, discussion and making individual and group decisions on real situations typical of marketing.

Evaluation Type

Distributed evaluation with final exam

Assessment Components

Designation	Weight (%)
Teste	40,00
Trabalho de campo	30,00
Trabalho escrito	30,00
Total:	100,00

Amount of time allocated to each course unit

Designation	Time (hours)
Trabalho de campo	6,00
Trabalho de investigação	6,00
Total:	12,00

Eligibility for exams

Continuous assessment ou final exam Eligibility for exams 1. The assessment regime consists of two alternatives: - Distributed assessment or - final exam 2. Distributed assessment 2.1 The final grade is calculated based on a weighted average according to the following percentages: Group assignment: 60% (35% report + 25% presentation) Individual global test: 60% 2.2 The assignment consists of a communication plan applied to an existing brand chosen previously by the students.  Each group will be formed by 4 members. 2.3 Students will pass if the following two conditions are met at the same time: - obtain a final average score equal to or more than 10 (on a scale of 0 to 20); - obtain a score of no less than 7 in the group assignment and in the global test. 3. Assessment through a final exam 3.1 In alternative to the distributed assessment, students can sit a final exam, in accordance with the Regulations on the Assessment of Knowledge of the Faculty. 4. Resit examination period 4.1 With regard to the resit period, students have two options: - if they have prepared a group assignment and have not sat any individual test in the 1st exam period (global test or exam), if they so wish, they can be assessed based on the group assignment and on the exam in the 2nd examination period in accordance with the weighted percentages referred above in paragraph 2.1; - if they have not prepared a group assignment, but have sat an individual test in the 1st examination period, the assessment of the 2nd exam period will consist of the respective exam only.

Calculation formula of final grade

The calculation of the final grade is based on a weighted average according to the following percentages: Group assignment: 60% (35% report + 25% each mandatory presentation) Individual global test: 40%