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Public Image Management

Code: 104782 ECTS Credits: 6
2024/2025
Degree Type Year
2503868 Communication in Organisations OB 3

Contact

Name:
Laura Cervi
Email:
laura.cervi@uab.cat

Teaching groups languages

You can view this information at the end of this document.


Prerequisites


Students will need to have a knowledge of current issues.
Students must also have a sufficient domain of Catalan and Spanish, languages in which the
classes are held and have at least English master at the reading level (language at which most materials are)


Objectives and Contextualisation

The course is intended to provide the basic conceptual instruments for the analysis and understanding of the concept of public image and the management of public image in contemporary societies.


Competences

  • Act within one's own area of knowledge, evaluating sex/gender-based inequalities.
  • Analyse and evaluate the structures of the different types of organisations, of the Media and of the relationship between the two.
  • Analyse communication in the organisation and draw up a communication plan that includes internal, external and crisis communication.
  • Devise, plan and execute communication projects about the organisation on all types of media and for both internal and external audiences.
  • Display the ability to lead, negotiate and work in a team.
  • Establish communication objectives, and design and apply optimal strategies for communication between organisations and their employees, clients and users, and society in general.
  • Manage time efficiently and plan for short-, medium- and long-term tasks.
  • Students must be capable of applying their knowledge to their work or vocation in a professional way and they should have building arguments and problem resolution skills within their area of study.
  • Students must be capable of communicating information, ideas, problems and solutions to both specialised and non-specialised audiences.
  • Students must develop the necessary learning skills to undertake further training with a high degree of autonomy.
  • Work in compliance with professional codes of conduct.

Learning Outcomes

  1. Adapt to new situations in a constantly changing work environment.
  2. Adopt an ethical approach when creating strategic plans, dealing with a communication crisis and defending the public image.
  3. Apply a SWOT analysis to the characteristics of the different types of organisation, taking account of geographical location, products or services offered, target audience, number of employees, etc.
  4. Communicate using language that is not sexist or discriminatory.
  5. Communicate with journalists, members of the organisation and external audiences.
  6. Devise and develop communication mechanisms of different kinds taking into account the characteristics of the organisation.
  7. Generate creative ideas in the workplace.
  8. Identify and describe organisations' communicative objectives in order to gain a competitive advantage regarding their internal and external audiences.
  9. Know all about the characteristics and structure of the media in the organisation's geographic area of influence in order to draw up its media plan.
  10. Organise the activities of communication departments in the short, medium and long term.
  11. Plan and conduct academic studies in the field of corporate communication based on the preparation of strategic communication plans.
  12. Respect the different religions, ethnic groups, cultures, sexual identities, etc. of the persons belonging to the organisation.
  13. Set up mechanisms for an organisation and the members of its communication departments to explain the organisation's objectives, functions and business idea to audiences of all types.
  14. Show initiative and leadership skills.
  15. Work independently to solve problems and take strategic decisions on the basis of the knowledge acquired.

Content

1. What is public image?
1. Basic concepts
2. Imagology
2. Personal/institutional/brand image
3. Digital image
1. Social networks as image builders/destroyers
4. Analysis of the public image
1. Constitutive elements
2. Perception
3. Reputation
5. Public image management
1. Formulation of strategies
2. Actions
3.Tools
4. Use of social networks

Activities and Methodology

Title Hours ECTS Learning Outcomes
Type: Directed      
Lecture 15 0.6 1, 3, 2, 13, 9, 7, 8, 11
Practical 18 0.72 1, 3, 2, 5, 13, 14, 7, 6, 8, 10, 11, 12, 15
Seminar 15 0.6 1, 3, 2, 5, 13, 14, 7, 6, 8, 10, 11, 12, 15
Type: Supervised      
Assessment 8.5 0.34 1, 3, 2, 14, 7, 6, 10, 12
Mentoring 8.5 0.34 1, 3, 2, 5, 13, 9, 7, 6, 8, 10, 11, 12, 15
Type: Autonomous      
Other 50 2 1, 3, 2, 5, 13, 14, 9, 7, 6, 8, 10, 11, 12, 15

The basis of the teaching methodology will be to achieve autonomous learning by the student. The activity academic mastered by the teacher, with a constant and active participation of the student, will allow this one assume the general and specific competences that will be raised in this matter, and succeed,
In this way, to meet the stated objectives. the subject is divided into a series of master classes, seminars and/or conferences and/or days specifics that provide the theoretical and methodological basis and serve as a nexe and guide for carrying out activities learning (training classes) and self-learning that are essential in the design of the subject.
Theoretical classes and learning activities will allow students to take on the purposes of the Matter.
Practices that are carried out must also be identified with the theoretical discussions that are discussed the subject. In this way, there will be a thread running through the whole subject for the purpose that pupils can grow intellectually and in their training.
Tutories are regarded as a fundamental aspect for the guide and growth of learning of the students. These tutors may be individual, group, presence, or virtual, depending on course development.
The detailed calendar with the content of the different sessions will be set on the day of presentation the assignment and will be uploaded to the Virtual Campus where the student can find the detailed description of the exercises and
practices, the various teaching materials and any information necessary for proper monitoring of the subject. In the event of a change of teaching mode for health reasons, the teachers will report changes which will occur in the allocation schedule and teaching methodologies.

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.


Assessment

Continous Assessment Activities

Title Weighting Hours ECTS Learning Outcomes
Analysis of public image 25 10 0.4 1, 3, 2, 14, 9, 7, 8, 10, 12, 15
Exam 20 2 0.08 1, 2, 9, 8, 11, 12, 15
Oral presentation 10 2 0.08 1, 3, 5, 14, 9, 7, 15
Practical activity Public image creation 35 13 0.52 1, 3, 2, 4, 5, 13, 14, 9, 7, 6, 8, 10, 11, 12, 15
Student's folder 10 8 0.32 1, 3, 2, 5, 13, 14, 9, 7, 6, 8, 10, 11, 12, 15

ASSESSMENT

The assessment of the subject will have two distinct parts. One will be the part of the examination of theoretical content and the other will be the part of practices to be performed on learned theoretical concepts.

Activity A: CONTENT EXAM (individual): 20% of the final grade

Activity B: A Analysis  of the public image of an organization (written presentation and oral group presentation). 25% of the final grade.

Activity C: Oral presentation. 10% of the final grade.

Activity D: Group practical activity  creating the public image of an organization that will have a written presentation and an oral (in group). 35% of the final grade

Activity E: Student's folder. 10% of the final grade.

The specific content of the different activities will be explained by teachers at the start of each of the practices. The completion and delivery dates of the tests will be set in the Extended Docent Schedule, which will be available in the Virtual Campus.

This timetable provided for the completion and delivery of the tests will be maintained as long as there are no variations due to a better teaching organization, or changes resulting from changes in the group days that are not attributable to the teaching staff of this assignment.

As an ongoing assessment, assistance to the classroom is required and to approve the subject it is mandatory to perform all the above testsThe specific content of the different activities will be set and published, prior to the start of the assignment, in an Extended Docent Schedule, which will be available in the Virtual Campus.

Recuperation

In the last two weeks of the course, a maximum of 2 parts of the five assessed (exam and analysis) will be recovered, provided the other three are approved.

The student who suspends the theory part, i.e. the content exam, will have the option of presenting himself to a recovery test, which will be written, in thesame format as the previous test, and to celebrate, during the period of recovery activities, on the date and circumstances that are determined. The mandatory condition for opting for this recovery of the theoretical part is to have been presented to the first written test of the evaluation of theoretical knowledge programmed in the subject and to have suspended it with an equal to 3.

Analysis retrieval: students who suspend this par twill have the option of presenting themselves to a recovery test, a substitute for, and to celebrate, during the period of recovery activities, on the date and circumstances that are determined. The mandatory condition for opting for this recovery is to have submitted the comment and suspended it with a note equal to or greater than 3. The note obtained in the make-up - which does not mean the note obtained in the above tests - will be the final one in terms of evaluation 4.

Grade revision: The note is made public by the Virtual Campus. The course start calendar will mark the dates of tutors for the review of grades.

Single evaluation

The single evaluation system of the course is based on the following percentages:

A) 25% Theoretical test It will have to be passed (5 or more) to pass the course (indispensable condition) The exam model is different from that of the continuous evaluation.

The exam model is different from that of the continuous evaluation.

B) 25% Test of resolution of 2 case studies or communication challenges.

C) 50% Submission of a final project: development of an app for the university community.

A(25%)+ B (25%)+ C (50%)= 100% FINAL COURSE SCORE

Single Evaluation Recovery

a) According to regulations, in order to participate in the recovery process, the student must have been previously evaluated at least 2/3 of the total evaluable activities of the subject.

previously evaluated at least 2/3 of thetotal number of evaluable activities of the course.

b) The theory test can only be recovered if the student has obtained a grade lower than 4.9. The recovery test will consist of a written test to evaluate theoretical knowledge.

c) The grade obtained in the test of of resolution  will be part of the weighted average of the final grade. Only in case of failing this test and if the student considers so, he/she will be able to recover it with a test of the same nature.

d) The final work is not recoverable and the grade obtained (whether passed or not) will be part of the weighted average of the final grade.

Second enrollment

In the case of second tuition, the student will be able to perform a single synthesis test of all matter. The features of this test will be placed on the virtual campus, and it is necessary for the student who is hosting it to communicate it to the teacher responsible for the subject, in the first two weeks of the course.

Plagiarism

 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.


Bibliography

Bimber, Bruce. (2014). Digital media in the Obama campaigns of 2008 and 2012: Adaptation to the personalized political communication environment. Journal of Information Technology &Politics, 11, 130-150.

Castelló, Araceli.; Del Pino, Criustina.; Ramos, Irene.: “Twitter como canal de comunicación corporativa y publicitaria”. Comunicación y Sociedad, vol.27, nº 2 (2014), pp. 21-54.

Cantón-Correa, Francisco-Javier and Alberich-Pascual, Jordi  (2019) Construcción social de la imagen de una ciudad a través de Instagram: el caso de Granada. El profesional de la información, 2019, vol. 28, n. 1.

Echeverría Remón, F. (2010). La imagen pública. Un valor de comunicación. Revista Icono 14 (En línea) 1 de Julio de 2010, Año 8, Vol. 2. pp. 264-275, Recuperado el 22 de Marzo de 2011, de http://www.icnono14.net

Goffman, Erving. (1959). Presentation of self in everyday life. New York, NY: Doubleday Anchor Books.

Gordoa, Victor. (2007). El poder de la imagen pública. Random House Mondadori.

Kissel, Patrick., Büttgen, Marion. Using social media to communicate employer brand identity: The impact on corporate image and employer attractiveness. J Brand Manag 22, 755–777 (2015). https://doi.org/10.1057/bm.2015.42

Claudia Manzi, Sharon Coen, Camillo Regalia, Ana Maria Yévenes, Cristina Giuliani, Vivian L. Vignoles (2018). Being in the Social: A cross-cultural and cross-generational study on identity processes related to Facebook use, Computers in Human Behavior, Volume 80, 81-87, https://doi.org/10.1016/j.chb.2017.10.046.

Tran, Mai.A., Nguyen, Bang., Melewar, T.C. and Bodoh, Jim. (2015), "Exploring the corporate image formation process", Qualitative Market Research, Vol. 18 No. 1, pp. 86-114. https://doi.org/10.1108/QMR-05-2014-0046

Utz, Sonja, Tanis, Martin, Vermeulen, Ivan. (2012). It is all about being popular: The effects of need for popularity on social network site use, CyberPsychology, Behavior, and Social Networking, 15, 37-42.

 


Software

Working knowledge of word, excell and powerpoint


Language list

Name Group Language Semester Turn
(PLAB) Practical laboratories 71 Spanish first semester afternoon
(PLAB) Practical laboratories 72 Spanish first semester afternoon
(TE) Theory 7 Spanish first semester afternoon