ISMAT 22541

Communication and Marketing Management

• ApresentaçãoPresentation

  GCM curricular unit aims to provide students with essential skills related to human resources marketing, employer branding and internal organizational communication.
• ProgramaProgramme

  CP1. Marketing and the marketing process 1.1. Core concepts 1.2. External, internal and integrated marketing management CP2. Marketing communication applied to HR 2.1. The scope of marketing communication 2.2. External and internal organizational communication 2.3. Corporate image, reputation and organizational identity 2.4. Human Resources Branding & Employer Branding
• ObjectivosObjectives

  LG1- Contextualize the concepts, and elements underlying marketing. LG2 - Recognize the tools commonly used in communication (marketing) applied to human resources departments in business contexts
• BibliografiaBibliography

  Brum, A. (1998). Endomarketing: Como Estratégia de Gestão: Encante Seu Cliente Interno. L & PM. Barrow, S., & Mosley, R. (2005). The Employer Brand: Bringing the Best of Brand Management to People at Work. John Wiley & Sons Ltd. Baynast, A., Lendrevie, J., Lévy, J., Dionísio, P., & Rodrigues, V. (2018). Mercator 25 Anos: O Marketing na Era Digital. Lisboa: Publicações Dom Quixote. Fill, C. (2011). Essentials of Marketing Communications. Financial Times Press. Kotler, P., & Keller, K. L. (2013). Administração de Marketing. São Paulo: Pearson. Kotler, P., Armstrong, G. (2018). Principles of Marketing (16th ed.). London: Pearson Education. Tench, R., & Yeomans, L. (2017). Exploring Public Relations: Global Strategic Communication (4th Ed.). London: Pearson.
• MetodologiaMethodology

  ME1. Theoretical exposition of the main syllabus (CP);ME2. Works;ME3. Analysis and discussion of cases and simulations Continuous Evaluation Group - 40%: 30% - Communication and Marketing Plan, including 6 consecutive, weekly publications on social media BRAND TALENTATE*RH and respective analyzes and metrics; (non-compliance or non-publication implies a serious penalty in the group grade) Submission via Moodle until the last class 10% oral pitch - last class (grade = Yes/No, i.e. eligible or not eligible) Individual -60%: 30% Individual written assessment test 15% Attendance of the asynchronous course and obtaining the certificate, to be submitted via Moodle +1-page reflective essay https://www.udemy.com/course/employer-branding-as-bases-da-marca-employer EGPA Organizers (15%) GUIdelines: From 0 to 20 values- Zero= Absence of EGPA; up to 20, active participation NOTE. In ALL assessment items students must have a minimum score of 7. Final evaluation: Exame (100%)
• LínguaLanguage

  Português
• TipoType

  Semestral
• ECTS

  5
• NaturezaNature

  Mandatory
• EstágioInternship

  Não