Image Management
Code
722011054
Academic unit
Faculdade de Ciências Sociais e Humanas
Department
Ciências da Comunicação
Credits
10
Teacher in charge
Rogério Ferreira de Andrade
Weekly hours
3 letivas + 1 tutorial
Teaching language
Portuguese
Objectives
This curricular Unit may offer students the opportunity to:
1. Realize the extension and functional value of visibility and recognition processes such as image, reputation, and celebrity in contemporary societies;
2. Articulate strategic image management and media/new media processes;
3. Situate image management both in organizational communication and organizational studies fields;
4. Learn and reflect about different theoretical views of strategic image;
5. Apply different kind of methodologies and techniques in image systems management.
Prerequisites
None.
Subject matter
1. Institutional images of individuals and organizations
2. Economic and juridical issues associated to public images
3. Theoretical perspectives on strategic image management
4. Constructing and managing organizational image systems
5. Image vulnerabilities, erosions and collapses
6. Preventive and reparative processes: auditing and consulting
7. Case studies
Bibliography
ARGENTI, Paul A.; BARNES, Courtney M. (2009), Digital strategies for powerful corporate communications, McGraw-Hill ;
SCHULTZ, Majken; HATCH, Mary Jo; LARSEN, Mogens H. (2000) (eds), The expressive organization: Linking identity, reputation and the corporate brand, Oxford University Press;
CAPRIOTTI, Paul (1999), Planificación estratégica de la imagen corporativa, Barcelona: Ariel;
FOMBRUN, Charles (1996), Reputation: Realizing value from the corporate image, Harvard Business School Press;
WEICK Karl (1995), Sensemaking in organizations, Sage.
Teaching method
Oral and interactive explanation of the Unit items;
Practical sessions to develop specific themes;
Individual projects and research supervision.
Evaluation method
Critical review of an article or book chapter + oral presentation: 30%
Research paper: 60%
Attendance and participation: 10%