Fundamentals of Strategic Communication

Code:

MECC025

Acronym:

FCE

Keywords
Classification	Keyword
OFICIAL	Communication Sciences

Instance: 2024/2025 - 1S

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

Cycles of Study/Courses

Acronym	No. of Students	Study Plan	Curricular Years	Credits UCN	Credits ECTS	Contact hours	Total Time
MECC	4	Study plan	1	-	6	41	162

Teaching language

Suitable for English-speaking students

Objectives

O1) know the main theoretical currents and the definition of Strategic Communication;

O2) develop critical skills that allow you to distinguish the different fields and operational models of Communication;

O3) to know the evolution and transformation throughout the history of Communication;

O4) master the effects of Strategic Communication in the public space, in particular the effects of traditional versus digital communication;

O5) Understand and contextualize the scope of contemporary social theories in Strategic Communication;

O6) Develop and strengthen analytical capacity, both for professional application and for scientific research

Learning outcomes and competences

O1) know the main theoretical currents and the definition of Strategic Communication;

O2) develop critical skills that allow you to distinguish the different fields and operational models of Communication;

O3) to know the evolution and transformation throughout the history of Communication;

O4) master the effects of Strategic Communication in the public space, in particular the effects of traditional versus digital communication;

O5) Understand and contextualize the scope of contemporary social theories in Strategic Communication;

O6) Develop and strengthen analytical capacity, both for professional application and for scientific research.

Working method

Presencial

Program

CP1. Ontological principles and theoretical framework

CP2 The emerging fields and paradigms of Strategic Communication

CP3. History of Strategic Communication

3.1 Persuasion and Power.

3.2 Analysis and criticism of advertising theory

3.3 Clausewitz's strategic speech and its implications

CP4 Strategic Communication and the public sphere

4.1 Dewey, the public space and Strategic Communication

4.2 Strategic Network Communication

CP5. Social Theory of the Strategic Communication

CP6. Research opportunities and challenges

6.1 Methodologies applied to Strategic Communication

Mandatory literature

W. Timothy Coombs; Strategic communication, social media and democracy. ISBN: 978-1-138-84116-1
Hallahan, K., D. Holtzhausen, B. van Ruler, D. Vercic, and K. Sriramesh; Defining strategic communication, . International Journal of Strategic Communication , 2007
Hallahan, Kirk ; Seven Models of Framing: Implication for Public Relations, Journal of Public Relations Research, 2007
Holtzhausen, Derina, & Zerfass, Ansgar; he Routledge Handbook of Strategic Communication, Routledge, 2018

Complementary Bibliography

Berger, Charles R., Knowlton, Steven W., & Abrahams, Matthew F.; The Hierarchy Principle in Strategic Communication, Communication Theory, 1996 (2(May), 111-142.)
Caywood, Clarke L. ; The Handbook of Strategic Public Relations & Integrated Communications, McGraw-Hill, 2011
Dudo, Anthony, & Kahlor, LeeAnn. ; Strategic Communication - New Agendas in Communication, Routledge, 2018

Teaching methods and learning activities

Demonstrative and expository method. Early distribution of theoretical texts for discussion. In the evaluation, the student must participate in classes (40%) and present 3 critical reviews of selected works (60%). The student must obtain a minimum of 10 values.

Evaluation Type

Distributed evaluation without final exam

Assessment Components

Designation	Weight (%)
Participação presencial	40,00
Trabalho escrito	60,00
Total:	100,00

Amount of time allocated to each course unit

Designation	Time (hours)
Estudo autónomo	40,00
Frequência das aulas	60,00
Trabalho de campo	35,00
Trabalho escrito	27,00
Total:	162,00

Eligibility for exams

Participate in classes (40%) and present 3 book reviews of selected works (60%).

Calculation formula of final grade

Participate in classes (40%) and present 3 critical reviews of selected works (60%).

Special assessment (TE, DA, ...)

Students with special status can prepare an article, with the format to be agreed by email with the teacher, on Strategic Communication.

Classification improvement

Essay chosen by the professor (100%).