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Postgraduate Course in Business Communication
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. DIGITAL COMMUNICATION
4. Digitalization and social networks.
4.1. 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.
4.2. 2.0 Tools and platforms.
- Social media, networks and services.
- Corporate development through social communication.
- Entrepreneurship, social networks and services.
- 2.0 Press offices.
III. MANAGEMENT TECHNIQUES AND SKILLS
5. Communication Techniques and Skills.
5.1. Corporate communication research techniques.
- Quantitative techniques.
- Qualitative techniques.
- Monitoring and metrics.
5.2. 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.
5.3. Creative communication management.
- Creative techniques.
- Creativity as a tactical tool.
- Individual creativity.
5.4. Spokesperson training: media training y media coaching.
- Voice and oral expression techniques.
- Roles and qualities of a spokesperson.
- The spokesperson in the media.
5.5. Presenting information.
- Keys and principles to make effective presentations.
- Methodologies to present information.
- Graphic and supporting resources.
IV. 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.
*The information contained herein may be subject to changes
Postgraduate Diploma in Business Communication, issued by Pompeu Fabra University.
To obtain the award it is essential to attend class, pass any corresponding examinations and present the work required.