2026
Internal Marketing and Communication
Name: Internal Marketing and Communication
Code: GES12546M
6 ECTS
Duration: 15 weeks/156 hours
Scientific Area:
Management
Teaching languages: Portuguese
Languages of tutoring support: Portuguese
Sustainable Development Goals
Learning Goals
Learning Outcomes:
1. Understand the link between communication and internal marketing (CMI) and its strategic role in organizations.
2. Reflect on the role of CMI in HRM.
3. Recognize the contribution of CMI as variables that enhance organizational effectiveness and the formation of organizational identity and image.
4. Know and use IMC instruments, techniques and methods, through the development of the internal communication plan.
5. Have autonomy to plan the learning processes in this area of study.
Skills:
• Organize, plan, and manage time and information adequately.
• Analyze information critically and self-critically.
• Actively participate in knowledge construction.
• Demonstrate intellectual curiosity and cognitive maturity.
• Communicate effectively orally and in writing.
• Demonstrate the ability to work in a team, integrate, and lead teams.
• Display initiative and have organized approaches to problem-solving and decision-making.
1. Understand the link between communication and internal marketing (CMI) and its strategic role in organizations.
2. Reflect on the role of CMI in HRM.
3. Recognize the contribution of CMI as variables that enhance organizational effectiveness and the formation of organizational identity and image.
4. Know and use IMC instruments, techniques and methods, through the development of the internal communication plan.
5. Have autonomy to plan the learning processes in this area of study.
Skills:
• Organize, plan, and manage time and information adequately.
• Analyze information critically and self-critically.
• Actively participate in knowledge construction.
• Demonstrate intellectual curiosity and cognitive maturity.
• Communicate effectively orally and in writing.
• Demonstrate the ability to work in a team, integrate, and lead teams.
• Display initiative and have organized approaches to problem-solving and decision-making.
Contents
1 - Internal Marketing
• Internal Marketing Concept
• Internal Marketing and Human Resources Management
• Internal Marketing as an approach model
• Internal Marketing Tools
2 -Internal Communication
• The relationship of Internal Communication with image, performance and organizational culture
• The Internal Communication Strategy
• Internal Media and Media
• Internal Communication Plan
• Internal Marketing Concept
• Internal Marketing and Human Resources Management
• Internal Marketing as an approach model
• Internal Marketing Tools
2 -Internal Communication
• The relationship of Internal Communication with image, performance and organizational culture
• The Internal Communication Strategy
• Internal Media and Media
• Internal Communication Plan
Teaching Methods
In the curricular unit, the following methodologies will be used:
- 1 weekly theoretical-practical class, lasting 1.5 hours, primarily aimed at bridging theoretical and practical knowledge.
- In face-to-face classes, an active participatory methodology is adopted through fostering dialogue, sharing ideas and opinions to stimulate reasoning, abstraction, oral presentation, and role-playing.
- Students will be provided with readings from the basic bibliography to prepare for their studies.
- Resolution and discussion of cases in the classroom.
- Utilization of the e-learning platform to establish greater contact and interaction with students.
Given the nature of the scheduled topics, it will be extremely important for students to engage in extracurricular work (Self-study), particularly in reading the recommended bibliography and solving proposed cases.
- 1 weekly theoretical-practical class, lasting 1.5 hours, primarily aimed at bridging theoretical and practical knowledge.
- In face-to-face classes, an active participatory methodology is adopted through fostering dialogue, sharing ideas and opinions to stimulate reasoning, abstraction, oral presentation, and role-playing.
- Students will be provided with readings from the basic bibliography to prepare for their studies.
- Resolution and discussion of cases in the classroom.
- Utilization of the e-learning platform to establish greater contact and interaction with students.
Given the nature of the scheduled topics, it will be extremely important for students to engage in extracurricular work (Self-study), particularly in reading the recommended bibliography and solving proposed cases.
Assessment
In accordance with the RAUE provisions, students will be given the possibility of choosing, for assessment purposes, the Continuous Assessment (CA) regime or the Final Assessment regime.
The AC Regime will result from individual work (30%); group work, with discussion and oral presentation (50%); and classroom activities (20%).
The Final Assessment Regime will result in an individual written assessment test (50%) and an individual written work (50%).
The minimum grade at each assessment point is 7 points.
The AC Regime will result from individual work (30%); group work, with discussion and oral presentation (50%); and classroom activities (20%).
The Final Assessment Regime will result in an individual written assessment test (50%) and an individual written work (50%).
The minimum grade at each assessment point is 7 points.
Accreditations and Certifications
