Dissertation Seminar Leadership and Internal Communication

Academic Year: 2016/2017 Instructor: Bianca Mendonça February – May 2017 Max. number of students: 4

Seminar Description

This seminar aimed at who wish to develop their Master Thesis in the field of Internal Communication. The focus of the thesis is how leadership can promote internal communication.

Seminar Content

- 1st Session: Internal Marketing and Communication Theories o Internal Marketing and Human Resources Management o Leadership Styles

- 2nd Session: Tools of Internal Marketing & Communication o Each students will define the topic & research questions o Define data collection strategy (interviews, questionnaires to identify the

internal marketing tools and to identify the impact of leadership) o Examples of Internal Communication Projects o Examples of questionnaires

- 3rd Session: o Focused on literature review o Update on progress and doubts o Draft of Case Study

- 4th Session: o Short presentation and feedback o How to develop teaching notes materials

- 5th Session: o Update on progress and final discussion

Seminar Objectives

Provide the theoretical tools and behaviors of management - related practices within companies, with a prime focus on the field of marketing . Reinforce the students role as future leaders of companies, as part of a multidisciplinary and systemic approach in the area of organizational behavior through the structural integration of economic / productive dimension, the dimension of strategic decision and the size of marketing and communication. The purpose of this seminar is also disseminate knowledge and fundamental skills that allows students to active involvement in organizations with the aim to change individual behavior and group in the workplace. At the end of their research, students will provide to the company and internal marketing plan focusing on the importance of effective leadership in order to have happier companies oriented both to people and results.

Bibliography / Recommended Textbook(s) / Additional Readings

. Liderança como força motriz do endomarketing. RP em Revista. ANO 4 – N.16 – SALVADOR/BA – AGO, 2006. Brito, Carlos Estrel. Ferraso, M. Saldanha, J. A. Vanzin, Tarcisio. . Leadership focusing on comunication in a postmodern context. Journal of Academy of Business and Economics. 10.3. May 2010: pp 112. . Management by team: an innovative tool for running a service organization through internal marketing", Logistics Information Management, Vol. 8 Iss: 4 pp. 12 – 18 Charles O. Skipper, M.ASCE; and Lansford C. Bell, F.ASCE. . Influences Impacting Leadership Development. Journal of Management in Engineering, Vol. 22, No. 2, April 1, 2006. David Ballantyne, (2003),"A relationship-mediated theory of internal marketing", European Journal of Marketing, Vol. 37 . Elsevier, 2009. Ian N. Lings, Gordon E. Greenley, (2010),"Internal market orientation and market-oriented behaviours", Journal of Service Management, Vol. 21 Iss: 3 pp. 321 – 343 . Cooper, J. et Cronin, J. (2000). “Internal Marketing: Competitive Strategy for the Long - Term Care Industry”. Journal of Business Research, 48 (3), 177-181. . Foreman, S. e Money, A. (1995). “Internal Marketing: concepts, measurement and application”. Journal of Marketing Management, 11. . COLLINS, Brett; PAYNE, Adrian. Internal marketing: a new perspective for HRM. European Management Journal. v. 9, n. 3, p. 261-269, set. 2001. . Internal marketing and organizational behavior: a partnership in developing customer-conscious employees in every level. Journal of Business Research. v. 20, p. 63– 70, 1990. . The Notion of internal market orientation and employee job satisfaction: some preliminary evidence. Journal of Service Marketing. v. 22, n. 1, p. 68 -90, 2008a. . GREENE, Walter E.; WALLS, Gary D.; SCHREST, Larry J. Internal marketing: the key to external marketing success. The Journal of Services Marketing. v. 8, n. 4, p. 5-13, 1994. . LINGS, Ian N.; BROOKS, Roger F. Implementing and measuring the effectiveness of internal marketing. Journal of Marketing Management. v. 14, p. 325-351, 1998. . RAFIQ, M.; AHMED, P. K. The Scope of internal marketing: defining the boundary between marketing and human resource management. Journal of Marketing Management, v. 9, p. 219-32, 1993.

Biography

Bianca Vilhena de Mendonça is graduate in Business Administration by UCP. Master in Marketing Management in ISEG. Certificated in NLP by INAP – RJ. Member of ICF. Associate Certified Coach (ACC). Certificated in Therapy and Coaching with Horses – Kiron Method Product and Project Management Experiences in Multinationals as Philips, Krups and Moulinex. Work as Consultant in human behavior, in finance and insurances companies like Zurich, Generali, Groupama, MillenniumBCP, Banco Portugal among others. See more at http://becarpediem.wix.com/bianca

Contact(s) and Office Hours

email – biancasoraya@gmail.com

Schedule

1st Session – 7th February (14H - 16H) 2nd Session – 22th February (10H - 13H) 3rd Session – 7th March (14H – 16H) 4th Session – 14th March (11H – 13H) 5th Session – Individual Sessions (3H with each Student) – 20th, 22th and 24th of March (8H to 12H depending on the number of students)

Deadlines

The full list of dates and deadlines can be consulted here.