Master in Communication Management

Module I. Business Communication.

A. Communication Policy and Business.

1. Communication structure in Spain and Catalonia.

• Overview of the sector.
• The new audiovisual and digital environment.
• Concentration processes.

2. The Role of Communication in Organisations.

• Key concepts: mission, strategy and environment.
• Principles of effective communication.
• Management, leadership and communication.

3. Marketing.

• Market and product.
• The business marketing process.
• Marketing policies.

4. Corporate Image and Identity.

• Corporate identity.
• Graphic identity.
• The identity programme.
• Identity management.

5. Research Methodology in Communication.

• Qualitative and quantitative research techniques.

6. Corporate Social Responsibility.

• Company, audiences and social partnership.
• CSR types and strategies.

B. Communication as Business Strategy.

1. Communication Plan.

• The context of corporate communication.
• Phases of the communication plan.
• Communication and diagnostic auditing.
• The relational map.
• The architecture of messages.
• Aim. Strategies. Actions and follow-up.
• Keys for innovating in communication.

2. Media Office.

• Organisations and the media.
• Media Office tools and instruments.
• The internal reporter.
• Media relations.

3. Internal Communication.

• Downward, upward, horizontal and informal communication.
• Components and instruments in internal communication: climate surveys, internal magazines, notice boards, information days, intranet, extranet, etc.
• The internal communication plan.

4. Crisis Communication.

• Perceptions, realities and crises.
• Vulnerabilities, characteristics of crises and those involved.
• Strategy, tactics and methodology for dealing with a crisis.
• The crisis manual and plan.
• The role of the media.

5. Introduction to Brand Management.

• Context: tangible and intangible aspects.
• Values, trends, styles, stories.
• Building a brand.

6. Managing Advertising in the Company

• Advertising, positioning and communication plan.
• Managing advertising campaigns.
• Challenges for effective advertising.

7. Company Publications.

• Process of creating corporate publications.
• Subject, tone and focus.
• Editorial concept.

C. Techniques and Tools for Business Communication.

1. Motivating and managing work teams.

2. Creative communication management.

3. Organising events, protocol and image.

4. Oral expression techniques.

Participants who only completely Module I will be awarded the Postgraduate Diploma in Business Communication .

Module II. Communication Management.

A. Communication Management.

1. Profile and Functions of Communication Management.

• Curricular elements, aims and values.
• Organisation and main tasks.

2. Strategic Management.

• Communication and business models.
• Corporate culture and key factors for communication management.
• Governance: Decision making and accountability system.
• Strategy and tactics in communication within organisations.
• Project Management .
• Innovation and communication methodology.

3. Advanced Brand Management.

• Brand Equity.
• Relationship with stakeholders.
• Keys for analysing the brand.
• Keys to positioning.

4. Lobbying Policy.

• Politics and influential groups.
• Grassroots mobilisation.

5. Creative Business

• Creativity in decision making and in management.
• Creative organisation and attitude.

6. Creative Media Concepts.

• The art of noise.
• Large-scale event concept and design.
• Managing media impact.

B. Digitising Communication in Companies.

1. The Company Online and Innovation

• Digitisation and audiences.
• ICT as an innovation system in communication.

2. Internet Tools, Services and Management.

• Digitisation, networks and communications.
• Network architecture and software layers.
• Content management.
• ICT and mobility.

3. Managing Corporate Reputation Online.

• Reputation analysis.
• Diagnosis and intervention.
• Digital brand identity.

4. Advanced Techniques for Searching for Information.

• Directories, search engines and metasearch engines.
• Infosphere and information recovery instruments.

C. Communication in Specialist Sectors.

1. Communication in Public Institutions.

2. Communication in the Financial Sector.

3. Communication in the Energy Sector.

4. Communication in the Mass Consumer Sector.

5. Communication in the Health and Pharmaceutical Sector.

D. Essential Managerial Skills.

1. Introduction to Leadership.

• Personal experience and professional career.
• Foundations of leadership.

2. Information Presentation Techniques.

• Verbal and non-verbal communication.
• Interpersonal communication.
• Persuasion processes.
• Use of audiovisual resources.

Elective Study Path A: Managerial Skills.

1. Leadership and Communication.

2. Time Management.

3. Motivation and Team Management Techniques.

4. Interpreting Accounting Information.

5. Negotiation.

6. Crisis Communication in Turbulent Environments.

Elective Study Path B: Digital Technologies for Business Communication.

1. Monitoring Online and on Social Networks.

2. Usability.

3. Social Networks and Communication: engagement.

4. Community Manager: profile and functions.

5. Online Advertising and Planning.

6. Mobility and Social Networks.

7. Press Office 2.0.

When formalising registration, participants must choose whether they wish to follow study path A, study path B or both simultaneously. Participants who follow both study paths must pay a supplement of €970.

Participants who only complete Module II will be awarded the Postgraduate Diploma in Communication Management .

The modules may be studied in one year or two. In the latter case, participants are recommended to start with module I.

Those participants following the Business Communication and Communication Management programmes shall receive the award of Master's in Communication Management.

Those participants following the programme in Communication Management and studying the two optional routes shall be awarded the Master's in Communication Management plus a certificate in Digital Technologies for Business Communication.

Those solely completing the Business Communication or Communication Management modules may obtain a postgraduate diploma in each of the programmes.

Master's in Communication Management, awarded by Pompeu Fabra University. The award of Master's Degree is obtained after passing both modules I (Postgraduate programme in Business communication) and II (Postgraduate programme in Communication Management).

Those participants successfully completing module I shall receive the Postgraduate Diploma in Business Communication. Those successfully completing module II shall receive the Postgraduate Diploma in Communication Management. Both diplomas are awarded by Pompeu Fabra University.

Those participants successfully completing module II and following the two alternative routes proposed in the course, apart from the award corresponding, shall receive a certificate in Digital Technologies for Business Communication.

To obtain the awards it is essential to attend class, pass the corresponding examinations and present the works requested.

ACADEMIC CREDITS

• Master's in Communication Management: 60 ECTS.
• Postgraduate programme in Business communication: 30 ECTS.
• Postgraduate programme in Communication Management: 30 ECTS.
• Certificate in Digital Technologies for Business communication: 6 ECTS.

* European Credit Transfer System. 1 ECT is equivalent to approximately 25 hours' full-time dedication by the participant, including class time and individual work.