Seminar on Strategic Communication - 2nd semester
Code
73201104
Academic unit
Faculdade de Ciências Sociais e Humanas
Department
Ciências da Comunicação
Credits
10
Teacher in charge
Ana Margarida Barreto
Weekly hours
2
Teaching language
Portuguese
Objectives
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.
Prerequisites
None
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.
Bibliography
• 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 (100%). Its purpose is to illustrate the material covered during the seminar.