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Master in Communication Management
Program curriculum and final degree
I. COMMUNICATION, STRATEGY AND ORGANIZATION
1. The Fundamentals of Corporate Communication.
1.1. Communication and organizations: an introductory overview.
- Communication systems in the digital age.
- Key concepts in organizational communication.
- Corporate culture.
- Management, leadership and communication
1.2. Marketing and advertising management.
- Product and market.
- The business and corporate marketing process.
- Branding and marketing policies.
- Marketing 2.0: social media plans.
- Advertising, positioning and communication planning.
- Managing advertising campaigns.
- Challenges for effective advertising.
1.3. Corporate identity.
- Business identity.
- Graphic identity.
- Corporate identity programs.
- Managing corporate identity.
2. Communication Plans.
2.1. Methodology and creation process.
- The context of corporate communication.
- Phases of a communication plan.
- Diagnosis and audit of an organization's communication.
- The corporate map.
- Communication maps.
- Strategic planning agendas.
- Innovation agendas.
- Measuring the results: KPIs (Key Performance Indicators) and ROI.
2.2. Present and defend plan before a panel.
3. Key Areas of Corporate Communication.
3.1. External communication.
- Creating messages.
- Storytelling and organization.
- Mapping audiences and groups of interest (stakeholders).
- Corporate public relations.
- The relationship with the media.
3.2. Internal communication.
- Descending, ascending, horizontal and informal communication.
- Internal communication elements and tools.
- Internal communication plans.
3.3. Crisis communication.
- Crisis: perceptions and realities.
- Vulnerabilities, crisis traits and audiences.
- Strategies, tactics and methodologies to face a crisis.
- Crisis plans and manuals.
- Spokespeople in crisis situations.
- The role of the media.
- Online crises.
3.4. Corporate social responsibility.
- Organization, audiences and social collaboration.
- Sponsorship and patronage.
II. COMMUNICATION MANAGEMENT AS A STRATEGIC FUNCTION
4. Roles and Responsibilities in Communication Management.
4.1. A communication manager's roles and profile.
- Professional profile, objectives and values.
- Organization and main tasks.
4.2. Strategic management.
- Communication and business models.
- Communication strategies and tactics within organizations.
- Governance: decision taking and accountability.
- Professional storytelling.
- Managing talent.
- Managing change.
4.3. Managing intangibles 1: corporate personality.
- Reputation and corporate values.
- Aligning values and strategies with business models.
- Measuring and monitoring tools.
4.4. Managing intangibles 2: brand.
- Context: tangibles and intangibles.
- Values, trends, styles, stories.
- Creating a brand.
- Brand equity.
- Relationships with stakeholders.
- Brand analysis keys.
- Positioning keys.
4.5. Creative media concepts.
- The art of noise.
- Conceiving and designing large events.
- Managing media response.
4.6. Professional ethics in communication management
5. Communication in Specific Areas and Situations.
5.1. Public institutions.
5.3. The financial sector.
5.4. Crisis situations and turbulent environments.
6. Communication Management Project.
6.2. Project management methodologies.
6.3. Analysing financial information.
6.4. Calculating costs and budgeting.
6.5. Audiovisual resources for presenting projects.
6.6. Present and defend project before a panel.
III. DIGITAL COMMUNICATION
7. Digitalization and social networks 1.
7.1. The new digital paradigm for communication.
- The new digital economy.
- Communication changes brought about by ICT.
- Business changes brought about by ICT.
- Changes in the media brought about by ICT.
- Multidevice and multiplatform elements.
7.2. 2.0 Tools and platforms.
- Social media, networks and services.
- Corporate development through social communication.
- Entrepreneurship, social networks and services.
- 2.0 Press offices.
8. Digitalization and social networks 2.
8.1. Internet tools, services and management.
- Digitalization, social networks and communication.
- Operating systems, software and applications.
- Information: management, distribution and consumption.
- Digitalization and mobility.
8.2. Managing corporate reputation online.
- Reputation and visibility analysis.
- Problem diagnosis and intervention.
- Digital brand identity.
8.3. Advanced search engine and positioning techniques.
- Directories, search and metasearch engines.
- The infosphere and information recovery tools.
- Monitoring websites and social networks.
- SEO and SEM.
8.4. Internet communication and advertising strategy.
- Online advertising and planning: websites and social networks.
- Content marketing, WOM (word of mouth) and viral marketing.
- Social networking strategies.
- Social media plans: POST methodology.
- Engagement in social network communication.
- Social networks and mobility.
- Managing social networking sites: community management.
- Monitoring and KPIs.
- User experience.
- User-centred design methodology.
- Strategies to gain visits and visibility.
8.6. Mobility, Multiplatform and Multidevice elements
- New platforms and news habits.
- Mobile resources and applications for organizational communication.
IV. MANAGEMENT TECHNIQUES AND SKILLS
9. Communication Techniques and Skills.
9.1. Corporate communication research techniques.
- Quantitative techniques.
- Qualitative techniques.
- Monitoring and metrics.
9.2. Protocol and event organization.
- Keys to be innovative and create an impact in event management.
- Protocol and ceremonial rules and guidelines.
- Personal image and corporate image.
9.3. Creative communication management.
- Creative techniques.
- Creativity as a tactical tool.
- Individual creativity.
9.4. Spokesperson training: media training y media coaching.
- Voice and oral expression techniques.
- Roles and qualities of a spokesperson.
- The spokesperson in the media.
9.5. Presenting information.
- Keys and principles to make effective presentations.
- Methodologies to present information.
- Graphic and supporting resources.
10. Management Techniques and Skills.
10.1. Motivating and managing work groups.
- Multiple intelligences.
- From competition to creative cooperation.
- The effectiveness of a diverse team.
10.2. Leadership and project management.
- Project management.
- Time management.
- Analysis of financial information.
- Budgets, estimates and calculating costs.
10.3. Communication as a management skill.
- Interpersonal communication.
- Verbal, nonverbal and vocal communication.
- Influence and persuasion processes.
- Digital and audiovisual resources for presenting projects.
- Ethics and values in communication management.
V. BSM INSIDE MODULE
This module deals with three key skills that future professionals need in order to achieve success in any area, and to quickly and efficiently respond to the constant challenges that emerge in business. The subjects coincide with UPF Barcelona School of Management's key identifying features: analytical capacity, communication and social purpose.
- Evidence-based management: This subject brings us closer to professional decision making through prudent, clear and precise data analysis. Real life, relevant examples give students an opportunity to discover the manifold opportunities that big data can provide to different professional sectors.
- Storytelling: In this subject we develop the functions and mechanisms of audiovisual narrative (storytelling) and we apply them to professional communication. We tackle issues such as how to create communications that make an impact (on a personal, project and corporate level) as well as interpersonal communication and team motivation. The goal is to help professionals transmit any idea successfully, with creativity and energy.
- Ethics and sustainability: Professionals in all sectors have to deal with issues relating to ethics and sustainability throughout their working lives. In this subject, we focus on identifying, analysing and effectively responding to these questions.
Students who only pass subjects 1, 2, 3, 7, 9 and the BSM Inside Module will receive a Postgraduate Diploma in Business Communication, awarded by Pompeu Fabra University.
*The information contained herein may be subject to changes
Master in Communication Management, awarded by Pompeu Fabra University. The master's title is obtained after passing all the course subjects.
In order to attain the qualification, it is essential that students attend class, pass the relevant tests and complete the projects and tasks set.