Degree | Type | Year | Semester |
---|---|---|---|
2503868 Communication in Organisations | OB | 2 | 1 |
No prerequisite is necessary.
1. Analyze the role played by intangible values in the management of organizations and how it has opened a new field of action in the management of corporate communication.
2. Explain basic concepts and fundamentals of corporate communication, as well as approach them to the historical contextualization of their subject.
3. Identify the communication structure and management models of organizations as well as their typologies.
4. Know the characteristics, skills and abilities of the person responsible for its management: Dircom.
5. Design communication plans and strategies for any type of organization.
1. Intangible values: definition and implications in the management of organizations.
-What are intangible values?
-Corporate identity. Vision, mission, values and purpose.
-Corporate Culture.
-Corporate reputation.
-CSR
2. Corporate communication: epistemological and historical approach.
-Definition and delimitations of the concept of corporate communication.
-Contextualization: historical evolution of the concept of corporate communication.
-Stakeholder theory. Types of audiences and their implications in the management of organizations.
-Contributions of communication to organizations.
3. The management of corporate communication.
-What do we understand by communication management?
-Models of communication management.
-The Directorate of Communication: departmental structure.
-Types of communication: external and internal. Tools and channels.
-The specificity of communication management in crisis situations.
4. The profile of the corporate communication manager: the Dircom.
-Origin of the Dircom.
-Definition of Dircom: structural dependency.
-Functions or Responsibilities of the Dircom.
-Demographic characteristics, fields of action, skills and abilities.
-Future trends.
5. Strategic communication planning.
-Concept of strategy.
-Dimensions of the concept of strategy.
-What do we understand by strategic planning?
-Stages of the strategic planning process.
-The PEC: characteristics and sections.
-Other strategic communication plans: internal and crisis.
The detailed calendar with the content of the different sessions will be exposed on the day of presentation of the subject. It will also be posted on the Virtual Campus where students will be able to find a detailed description of the exercises and practices, the various teaching materials and any information necessary for proper follow-up of the subject.
The subject is divided into theoretical and practical sessions. Theoretical sessions consist of presenting the general concepts of the topic and the reflection and debate of the students from the suggested readings. And the practical sessions will include group activities to assimilate the theoretical aspects presented.
Regarding practical sessions, the class will be divided into subgroups to do personalized work with seminar or internship tutors. In these sessions, group exercises will be held, raised in class, directly related to the topics developed in the subject. Thus, the case study method, the resolution of communication problems, and/or the reading, analysis, and sharing of articles that the teacher considers interesting will be implemented. As a culmination of the subject, the students will do a Communication plan of a company/institution. This final work will be done in a group (with the same group formed for the practical sessions). In this way, students will contrast in practice the theoretical knowledge explained in class.
In the virtual campus, students will have links to complementary content for each thematic block. These materials must be read and reviewed in advance both to do the practices and to prepare the final theoretical test.
Annotation: Within the schedule set by the centre or degree programme, 15 minutes of one class will be reserved for students to evaluate their lecturers and their courses or modules through questionnaires.
Title | Hours | ECTS | Learning Outcomes |
---|---|---|---|
Type: Directed | |||
Theoretical and pratical sessions | 48 | 1.92 | 1, 3, 4, 2, 6, 21, 11, 8, 7, 9, 10, 12, 13, 24, 19, 14, 15, 16, 17, 18, 20, 25, 23 |
Type: Supervised | |||
individual and group tutorials | 14 | 0.56 | 4, 6, 21, 11, 7, 9, 13, 25 |
Type: Autonomous | |||
Jobs, practices and readings | 82.75 | 3.31 | 1, 3, 4, 2, 5, 6, 21, 22, 11, 8, 7, 9, 10, 12, 13, 24, 19, 14, 16, 18, 20, 25, 23 |
The subject evaluation system is based on the following percentages:
In the case of a second enrolment, students can do a single synthesis exam/assignment that will consist of doing a theorical exam (50%) and a practical work (50%). The grading of the subject will correspond to the grade of the synthesis exam/assignment.
In the event that the student performs any irregularity that may lead to a significant variation of an evaluation act, this evaluation act will be graded with 0, regardless of the disciplinary process that could be instructed. In the event, that several irregularities occur in the evaluation acts of the same subject, the final grade for this subject will be 0.
Title | Weighting | Hours | ECTS | Learning Outcomes |
---|---|---|---|---|
Exam | 30% | 1.25 | 0.05 | 4, 6, 21, 11, 7, 9, 13, 25 |
Final work in group | 40% | 2 | 0.08 | 1, 4, 2, 6, 21, 22, 11, 8, 7, 9, 12, 13, 20, 25 |
Practices | 30% | 2 | 0.08 | 1, 3, 4, 2, 5, 6, 21, 22, 11, 8, 7, 9, 10, 12, 13, 24, 19, 14, 15, 16, 17, 18, 20, 25, 23 |
Aljure, A. (2015). El plan estratégico de comunicación. Método y recomendaciones prácticas para su elaboración. Barcelona: UOC.
Benavides, J. et al. (2001). Dirección de Comunicación Empresarial e Institucional. Barcelona: Ediciones Gestión 2000.
Costa, J (2018). Dircom, el ejecutivo estratega global. Barcelona: CPC Editor.
Enrique, A. M. y Morales, F. (2015) Somos Estrategas. Barcelona: Gedisa.
Garrido, F. (2004). Comunicación estratégica. Barcelona: Gestión 2000.
Losada, J.C. (2004). Gestión de la comunicación en las organizaciones. Barcelona: Ariel.
Romero-Rodríguez, L.M. (2020). Manual de gestión de la comunicación corporativa. Madrid: Tecnos.
Word, Power Point y Excel.