Theory of Institutional Communication - 2nd semester


a) Understand the Organization, its characteristics, operational dynamics, the role of its various actors and the centrality of communication for its proper operation.
b) Understand the Institutional Communication as a management function that helps to format the identity of the Organization, to develop and manage its Image and Reputation and to mobilize it to the achievement of its strategic goals.
c) Understand the various instruments of development of personality of the Organization and involvement with its publics.
d) Understand how to design and implement a communication strategy.
e) Be provided with communication skills.

General characterization





Responsible teacher

Ivone Ferreira


Weekly - 4

Total - Available soon

Teaching language





AAKER, David A; (2010); “Building Strong Brands”; Pocket Books. Capítulos 3 e 4.
ALMEIDA, Filipe; (2010); “Ética, Valores Humanos e Responsabilidade Social das Empresas”; Principia.
CUNHA, Miguel, Pina; CABRAL-CARDOSO, Carlos; CUNHA, Rita, Campos; REGO, Arménio; (2006); “ Manual de Comportamento Organizacional e Gestão”, RH Editores. Capítulos. 1,2,6, 7, 8, 12, 13, 14, 20 e 29.
REGO, Arménio; (2010); ”Comunicação Pessoal e Organizacional”; Edições Sílabo. Capítulos. 1,2,6 e 7.
VAN RIEL, CEES, B.M.; FOMBRUN, Charles J; 2007; Corporate Communication Essentials; Routledge. Capítulos. 2 a 8.

Teaching method

Theoretical exposition with close links to everyday life in organizations through practical exercises and testimonies from experienced professionals.

Evaluation method

Written individual essay 40%.
Test 40%.
Active participation in classes 20%.

Subject matter

A.Essential concepts of Management and Organizational Theories.
B.Importance of Leadership, Motivation and Human Capital for the achievement of strategic objectives.
C.Internal Communication.
D.The role of Institutional Communication in organizations.
E.Concepts of Stakeholder, Identity, Image, Reputation and Organizational Culture.
F.The Vision, Mission and Values of the Organization.
G.Strategic Planning: The Balanced Scorecard (BSC).
H.Corporate Social Responsibility (CSR).
I.Branding by the Organizational perspective.
J.Communicative strategies to manage threats to Reputation.
L.Communication Strategy: Development of a Communication Plan.
M.Communication Channels: The Media and Social Networks.
N.Interpersonal Communication.


Programs where the course is taught: