Communication in Organisations
Code: 103163Credits: 6
| Degree programme | Type | Course |
|---|---|---|
| Advertising and Public Relations | OB | 3 |
Contact lecturer
- Name :
- Ana Ullod Pujol
- Email :
- ana.ullod@uab.cat
Group languages
You can consult this information at the end of the document.
Prerequisites
The students who take this course must have a coneixements previs de comunicació. Encara that l'asignatura s'imparteix en castellà, the students that vulguin cursar have to have a minimum coneixements of the Catalan language per a millor seguiment i participation of the interventions and diàlegs generats in the sessions docents.
Objectives
This subject is part of the subject Strategy in Advertising and Public Relations, whose main objective is to provide students with the tools to have the ability to design effective communication strategies.
Through it, the student will be informed about forms of business communication that are alternatives to commercial communication and whose main objective is to create a positive image that globally benefits an organization, both externally and internally.
We will also see different typologies of crises and how these can affect the reputation of a company or institution, as well as how to manage them communicatively.
The students of this subject will have previously studied the subject of Contemporary Advertising Systems, where communication techniques aimed at achieving commercial objectives are analyzed, having basically seen that dimension of the organizations. However, in the subject at hand, students will work a much more global dimension of companies, noting that the institutional and commercial scope can act as communicating vessels.
It is about analyzing all those elements that make up the identity of an organization, its values, its culture, its philosophy and its objectives in society, handling concepts such as corporate social responsibility as one of the fundamental elements of any organization that wants to have an good reputation in its environment.
Learning outcomes
- CM26 (Plan events in appropriate formats to reinforce the intangible value of organisations.) Plan events in appropriate formats to reinforce the intangible value of organisations.
- CM27 (Design the internal and external communication of an organisation with a focus on stakeholders.) Design the internal and external communication of an organisation with a focus on stakeholders.
- CM29 (Create the right synergies with institutions and the media to reinforce the intangible value of organisations.) Create the right synergies with institutions and the media to reinforce the intangible value of organisations.
- KM30 (Recognise the intangible value of organisations and their audiences as strategic linchpins for the design and planning of public relations initiatives.) Recognise the intangible value of organisations and their audiences as strategic linchpins for the design and planning of public relations initiatives.
- KM31 (Recognise the value of corporate identity, social responsibility, and the reputation of organisations for the correct management of their internal and external communication.) Recognise the value of corporate identity, social responsibility, and the reputation of organisations for the correct management of their internal and external communication.
- SM24 (Determine the communication objectives for the design of the most appropriate public relations actions according to the needs of organisations and the public.) Determine the communication objectives for the design of the most appropriate public relations actions according to the needs of organisations and the public.
- SM26 (Analyse the target to determine the most suitable insights for the design of the PR strategies.) Analyse the target to determine the most suitable insights for the design of the PR strategies.
Contents
Topic 1.- CREATION AND TRANSMISSION OF CORPORATE IDENTITY. The creation of identity in organizations: physical features and cultural features. The corporate identity program. The communication of the brand identity. The creation and adaptation of values as a way to transmit identity.
Topic 2.- CORPORATE COMMUNICATION IN ORGANIZATIONS. Typology of most used techniques, ways, tools dimension identity / dimension communication / dimension image. The importance of the stakeholders and the approach of values.
Topic 3.- COMMUNICATION OF CORPORATE SOCIAL RESPONSIBILITY IN ORGANIZATIONS. Business ethics, responsibility and reputation. Corporate social responsibility, a fashion, a need or an obligation on the part of organizations? Trends and social motivations that affect the behavior of organizations. Approaches to CSR from the organization based on the areas of action and interest groups.
Topic 4.- INTERNAL BRAND BUILDING IN ORGANIZATIONS. Communication as a way of internal transmission of the culture of the organization. Internal communication channels most used and their directionality depending on the objectives. How companies relate to their employees. Its role as transmitter of the identity of the organization.
Topic 5.- MANAGEMENT COMMUNICATION OF CRISIS IN ORGANIZATIONS. Typologies of crisis. Features. Beginning. Morphology. The crisis plan. Management of crisis communication. Analysis of practical cases.
Learning activities and methodology
| Title | Hours | ECTS | Learning outcomes |
|---|---|---|---|
| Theory sessions, seminars and practices | 52.5 | 2.1 | CM26, CM27, CM29, KM30, KM31, SM24, SM26 |
| Tutorials | 7.5 | 0.3 | CM26, CM27, CM29, KM30, KM31, SM24, SM26 |
| Student work, readings, team work | 82.5 | 3.3 | CM26, CM27, CM29, KM30, KM31, SM24, SM26 |
The teaching methodology is adapted to the typology of the teaching sessions marked according to the characteristics of the subject:
- Face-to-face theoretical sessions, in which the communication possibilities of the organizations will be transmitted to the student from an institutional perspective.
- Seminars, with an important participation on the part of the student and for prior work on their part.
Through them the students will apply the knowledge they acquire in the subject. It will try to help the student to enhance their presentation skills, an essential requirement for any professional in the field of communication.
A detailed schedule outlining the content of each session will be presented on the first day of the course and will be available on the course’s Virtual Campus, where students will find the various teaching materials deemed appropriate by the instructors and necessary information for effective course monitoring. Should the teaching modality change for reasons of force majeure according to the competent authorities, the teaching staff will inform students of any modifications to the course schedule and teaching methodologies.
The course content will be sensitive to issues related to gender perspective and the use of inclusive language
Assessment
Continuous assessment activities
| Title | Weight | Hours | ECTS | Learning outcomes |
|---|---|---|---|---|
| Seminars Assistence | 10% | 3.5 | 0.14 | CM26, CM27, CM29, KM30, KM31, SM24, SM26 |
| Exam | 50% | 2 | 0.08 | CM26, CM27, CM29, KM30, KM31, SM24, SM26 |
| Work | 40% | 2 | 0.08 | CM26, CM27, CM29, KM30, KM31, SM24, SM26 |
The evaluation system that must be applied to the subject is the following, depending on whether it is continuous evaluation or single evaluation.
Continuous assessment
. carrying out group work (40%) on the final grade.
. attendance seminars (10%) on the final grade.
. test type exam (50%) on the final grade.
Attendance to the seminars is mandatory (minimum 80%), and their realization or attendance is not recoverable. Only duly justified and documented absences of assistance will be taken into account.
To pass the subject it is necessary to pass both the works and the exam, otherwise it will have to go to the recovery.
Recovery of continuous assessment
Students will have the right to retake the subject if they have been evaluated of the set of activities, the weight of which is a minimum of 2/3 parts of the total grade of the subject.
Students can recover the subject through an exam.
Single assessment
Requirements:
- Completion of a course project (40%) on the final grade. To be delivered on the day of the exam.
- Case resolution test (10%) based on several readings on the subject. This test will be face-to-face and will take place on the same day of the exam.
- Exam (50%) on the final grade.
To pass the subject, it is necessary to pass the three items of the single assessment foreseen. Otherwise, students will have to go to recovery.
Recovery of single assessment
Students will have the right to retake the subject if they have been evaluated of the set of activities, the weight of which is a minimum of 2/3 parts of the total grade of the subject.
Students may retake the course by sitting for a multiple_choice exam to replace the previous one, as well as by correcting any incorrect or insufficient parts of the assignment.
AI
In this course, the use of Artificial Intelligence (AI) technologies is permitted as an integral part of assignment development, provided that the final outcome demonstrates a significant contribution from the student in terms of analysis and personal reflection. Students must clearly identify any content generated using AI, specify the tools employed, include a critical reflection on how these technologies have influenced both the process and the final result of the assignment. Failure to disclose the use of AI in this assessed activity will be considered a breach of academic integrity and may result in a partial or total penalty to the assignment grade, or more serious sanctions in severe cases.
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.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.
Irregularities
The performance of any irregularity in an evaluation act (academic fraud, plagiarism or improper use of AI, unless this use is expressly authorized by the teaching guide), which may lead to a significant variation in the grade, assumes that this act will be graded with a 0. In the event that the teaching guide foresees that in order to pass the subject it is an essential requirement to have obtained a minimum grade in this evaluation act or that there are several irregularities in the evaluation acts of the same subject, the final grade of this subject is 0. Apart from this, a disciplinary process may be instructed to the student that incurs any of these irregularities.
Procedure in the Event of Suspected Irregularities
Any student suspected of submitting assignments that have been generated by AI, written by others or copied; include unattributed AI-generated content, or fall outside the permitted scope, may be asked to provide the preliminary work or other materials that can demonstrate it is original work and the result of their own authorship. They may also be asked to separately explain or justify their work. Teachers may also use AI detection systems or carry out any verification tasks they deem appropriate. If, after review, the instructor detects irregularities, the assignment may be graded zero, and the student may be subject to further disciplinary action.
Bibliography
Software
The subject doesn't need a specific program
Course groups and languages
The information provided is provisional until November 30. After this date, you will be able to consult the language of each group through this link. To access the information, you will need to enter the course CODE
| Type of teaching | Group | Language | Semester | Shift |
|---|---|---|---|---|
| (TE) Theory | 5 | Spanish | first semester | afternoon |
| (PLAB) Practical laboratories | 51 | Spanish | first semester | afternoon |
| (PLAB) Practical laboratories | 52 | Spanish | first semester | afternoon |
| (PLAB) Practical laboratories | 53 | Spanish | first semester | afternoon |