Strategic Communication


Relevant theories and research in communication strategy, marketing and consumer behavior will be discussed with the overarching goal of understanding consumer behavior and organization decisions and to acquire experience in applying theories to real-world and scientific problems in the aforementioned areas.
This seminar is targeted at students interested in pursuing academic or industry careers in communication strategy, consumer behavior, general management, marketing, entrepreneurship, business consulting, media and advertising, as well as not-for-profit marketing.

General characterization





Responsible teacher

Ana Margarida da Silva Bebiano Barreto


Weekly - 2

Total - 280

Teaching language





Cornelissen, J. (2014). Corporate communication: A guide to theory and practice. Sage.
Consumer Behavior (6th Edition) de Wayne D. Hoyer, Deborah J. MacInnis, and Rik Pieters, South-Western, 2012.
Consumer Insights: Findings from Behavioral Research edited by Joseph W. Alba, Marketing Science Institute, 2011.
Anderson, C. (2008). Long tail, the, revised and updated edition: Why the future of business is selling less of more.
Duggan, W. (2004). Napoleon´s glance: the secret of strategy. Nation Books
Marketing Research (1998), by Donald Lehmann, Sunil Gupta, and Joel Steckel ISBN: 0-321-01416-2

Teaching method

To achieve the seminar objectives it will be used a combination of lectures, guest lectures, and case/paper discussion. Class sessions will be devoted to probing, extending, and applying the material. You are expected to come well prepared for these class discussions. An important aspect of the seminar involves getting <hands on> experience with research problems through the exercises.
Inclass teaching

Evaluation method

There will be work to be developed and presented individually. Its purpose is to illustrate the material covered during the seminar.(100%)

Subject matter

You will work with faculty members on joint research projects for publication in leading academic journals. This project will allow you to conduct an actual research project from problem definition through a final report, providing students with the opportunity to integrate the steps in the research process discussed in class.


Programs where the course is taught: