Master in Corporate and Strategic Communication


Corporate communication represents a pillar of organizations, with a transversal role that affects corporate identity, stories, reputation, and people. The Master in Corporate and Strategic Communication prepares people who have to manage and lead communication strategies in an exciting and constantly changing environment.

  • Corporate communications
  • Crisis communication
  • Digital communication
  • Social media

Next edition

Classes start: 29 September, 2023

Program ends: 06 July, 2024 (To be confirmed)





ECTS credits



Friday from 4 pm to 9 pm and Saturdays from 9.30 am to 2.30 pm. Starting in February, also on Thursdays from 6.30 pm to 9 pm


11250 €

The Master in Corporate and Strategic Communication prepares people who are going to lead and manage the communication of all types of organizations, from the inside, as members of the organization, or from the outside, in an agency or communication consultancy.

During the course you will learn to develop communication strategies for all types of organizations and to turn them into a communication plan ready to apply in a real environment. You will boost your knowledge of the different areas of communication management: internal, digital, media, crisis management, public relations, branding, or social and ethical responsibility. You will explore the possibilities offered by different tools, platforms, and technologies. You will see your leadership, story building, event organization, interpersonal, professional, or media communication skills grow, as well as making impactful public presentations.

All this with a practical and participatory methodology, under the guidance of teachers and communication professionals with great experience, and with the collaboration of different companies and institutions that will allow participants to work on real management and communication challenges.

The Master in Corporate and Strategic Communication is endorsed by Pompeu Fabra University, the 1st Spanish university and the 15th best university in the world (of those with less than 50 years), according to the Times Higher Education ranking. In addition, UPF Barcelona School of Management has EQUIS accreditation, the most prestigious institutional recognition for business schools globally.

Why choose this program


Consolidated path

The Master in Corporate and Strategic Communication was taught for the first time in 1997. Throughout these years it has trained hundreds of professionals from around the world, continuously adapting to the evolution of the profession and the needs of the market.


100% professionalizing program

It has a teaching staff made up of professionals who are, in turn, experienced teachers and who share their day-to-day knowledge and valuable reflections, the result of many years of practice.


Project based on real communication challenges

The master has the collaboration of directors of corporate communication of prominent companies that allow participants to develop their project based on real communication challenges.


Professional internship program

The long history of the master's allows us to have a consolidated program of professional internships in companies for those profiles who wish to gain experience.


International recognition

Study at a school accredited by EQUIS, an international distinction that guarantees the quality of our institution and makes us the 1st school of management linked to a public university with this accreditation in our country.

Who is it for?

The Master in Corporate and Strategic Communication is aimed at university graduates of any speciality.

For people who are starting their professional career or who want to reorient it towards this area, the master's offers a path for specialization, and expansion of knowledge and skills of great utility to join the world of corporate communication.

For professionals from institutions or companies, the program is a key opportunity to update skills and systematize the acquired experience that will place them at an optimal point to boost their career.

Admission and enrolment


The Master in Corporate and Strategic Communication is structured into two large modules and a Master's Final Project that is developed throughout the course.

Module 1 focuses on Corporate Communication, develops essential communication skills, and has its common thread in the communication plan. This module corresponds to the Postgraduate in Corporate Communication.

Module 2 focuses on Strategic Communication and adds strategic competencies and managerial skills, with an eye toward long-term professional development and strategic decision-making.

Module 1: Corporate Communication

Marketing and research techniques
Research Bases
Types of research
New subtypes
The research process
Research with few resources
Strategic Construction Tools
Branding: mind, heart, critical spirit and attitude
Analysis of the new environment: Change and uncertainty
Understanding the marketing/branding process
Communication plan
The role of communication in management
The corporate contexts of communication
Analysis: mapping the organization
Synthesis in the form of SWOT
From audit to practice: communication strategies and actions
Strategy and content creation
Basic concepts
Introduction to Storytelling
Content strategy
Creation formats: Content Marketing, Native Advertising, Branded Content and Branded Journalism
Journalism Diffusion of messages: channels, viralization, influencers
Media content
Internal communication
Internal Communication Governance
The instruments of internal communication
Internal Communication 5.0
The internal communication plan
Crisis communication
Characteristics of crisis communication
Prevention and preparation
Priorities in crisis communication management
Strategy, tactics, and methodology
Online crises
The Crisis Plan
The spokesperson in times of crisis
Digital strategies and tools
Presentation and introduction to social networks
Social networks and video
Linkedin, Slideshare and Pinterest
Online reputation and social networks
PAID: the balance between organic and paid
How results are measured
Social and ethical commitment
Definitions and key concepts of CSR
The 2030 Agenda and the Sustainable Development Goals
Integration of CSR in an organization
Management areas
Key aspects of CSR communication
Initiatives and standards for CSR communication
CSR case presentations
Values: the basis of ethics
Ethics definitions
Ethical codes in corporate communication
Guidance for making ethically based decisions
Case analysis
Events and protocol
Event organization
Space (public / private)
Accessibility and security
Gastronomy and events
Media and events
Sponsorship and patronage
Brand ambassadors
Telematic events
Basic concepts in protocol
Principles and rules of the protocol
Fields of application of the protocol
Impactful public presentations
Basic characteristics of the spokesperson
Resources for public speaking
Grabbing the attention. Impact on the audience
The 3Vs: verbal, vocal, and non-verbal
Conceptualizing a presentation
Graphic and audiovisual support resources

Module 2: Strategic Communication

Communication management
Principles of Communication Management. What is a Communication Director?
Organization of the Communication Department
Resume of a communication director and attitudinal skills
Relationship between communication directors and the media
The role of communication agencies in the relationship with the communication director
Brand strategy and corporate identity
What is a brand
Positioning and Brand Story
Brand Architecture
Brand Activation
Relationship with the Brand
What is identity and how is it created?
Differences between types of Identities
The basic elements of Identity: Briefing, Naming, Storytelling, Logo and graphic personality, Visual codes, Art direction
Identity development in communication
The identity manual
The production
Strategic management
Management and leadership in the 21st century
Map of corporate communication options
Leading in turbulent times
People engagement and communication
Four lens technique
Strategic decisions
Methodologies for strategic decisions
Business Model Canvas & Business Model You
Marketing, reputation, and digital identity
The concept of visibility
Visibility strategies
Future scenarios
How to strengthen your own personal brand
The digital ecosystem and its particularities
From product marketing to consumer marketing
The structure of the digital marketing plan
Buyer persona, customer journey and funnel
Definition of OKR + SMART objectives
Metrics vs. KPIs
Own, earned and paid media
Positioning and marketing in search engines: SEO and SEM
Advertising display
Social Media Paid
Marketing permission: email
Lead capture strategies
Interpersonal, professional, and media communication
The role of the brain in communication
In-depth technical communication skills
Personal challenges in communication
Online and remote communication
Methodology for developing public presentations
Communicating emotions
Relational styles. The Bridge method
Communication in organizations. The Sikkona method
Interpersonal communication skills
Creativity, storytelling, and construction of the story
Creative stages
Creativity techniques
Tactical corporate communication tool
Individual creativity
Corporate storytelling
Narrative structures
Impact, corporate and marketing stories
Leadership and culture of change
Project Management Basics
Techniques and tools for optimal project management
The Agile methodology to adapt to changes
Daniel Goleman's six leadership styles
Keys in team management
Self-motivation as the key skill of self-management
Leaders' behaviors
How to inspire and motivate a work team
Basic principles of professional effectiveness
Accounting principles for non-financiers
Master's Final Project
Project design methodology
Briefing and counter-briefing
Cost calculation and budgeting
Project Management

Complementary activities

The Master in Corporate and Strategic Communication also includes the possibility of participating in practical activities and activities for personal and professional growth such as:

  • UPF-BSM Inside: is a group of interdisciplinary subjects (applied data, communication, creativity, innovation and project management, sustainability and leadership among others) that, if you take this program, you can access at no additional cost. They are 100% online and you can take them throughout the academic year at your own pace, as they have been designed as self-study subjects.
  • International mobility: The UPF Barcelona School of Management offers you the possibility of expanding your training and international vision through the International Mobility Programme. Extend your studies extracurricularly, during the academic year following the completion of your Master's, at a top-level institution. Limited places.

Qualification obtained

Once you have passed the program, you will obtain an electronic degree (e-Título) for Master de Formación Permanente en Comunicación Corporativa y Estratégica issued by the Pompeu Fabra University.

The e-Título is an authentic digital degree, issued in pdf format and electronically signed, with the same legal validity as if it were in paper format.


The Master in Corporate and Strategic Communication is a professionalizing master's degree. It has a teaching staff made up of professionals who are, in turn, experienced teachers who share their knowledge and valuable reflections, the result of many years of practice.

Academic directors

Joan Francesc Cánovas Tomàs
Joan Francesc Cánovas Tomàs

Lecturer UPF-BSM
Program Academic Director

Carles Singla Casellas
Carles Singla Casellas

Associate Professor UPF


Joan Francesc Cánovas Tomàs

Lecturer UPF-BSM
Program Academic Director

Xavier Marcet Gisbert

Lecturer UPF-BSM

Carles Singla Casellas

Associate Professor UPF

Ernest Solé Udina

Senior Lecturer UPF-BSM

Antonio Valls Roig

Lecturer UPF-BSM


The Master in Corporate and Strategic Communication has an eminently practical approach and is aimed at promoting active learning.

The teachers are active professionals with extensive teaching experience that guarantees a high level of teaching. It also has, on an occasional basis, guests and experts who will provide you with complementary views from different fields and sectors.

During the course the exposition is combined with case methods, presentations made by students, role plays, and workshops.

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100% professionalizing

You will learn under the guidance of a teaching staff made up of active professionals with extensive professional and teaching experience.


Practical and participatory methodology

The program combines lectures with real and current practical cases, workshops, and role-playing sessions.


Project based on real communication challenges

The program has the collaboration of directors of communication of companies that allow participants to act as communication consultants through their Master's Final Project projects.

Through the project, participants will have to solve current, real and complex communication challenges, which they will later present to the directors of communication and other professors of the program.


Collaborating companies on the Master's Final Project

Companies and institutions such as Nissan, Bayer, Agència de Salut Pública de Catalunya, Balearia, Cuatrecasas Advocats, BASF, Sanofi, SEAT, FC Barcelona, Col·legi d'Arquitectes de Catalunya, Grup Lavínia, Universitat Oberta de Catalunya, RACC, Mercabarna, Uriach, the Blood and Tissue Bank, the Barcelona Bar Association, the Liceu Theatre, Unilever, Nestlé, Banc Sabadell, the Sagrada Família and Caprabo, among others have contributed challenges for the Final Master's Thesis.


Project mentoring

Each student is assigned a mentor who will act as a guide for their project and challenge the student's thinking and ideas.


The Master's Final Project and its defence before a committee is one of the pillars of the program's evaluation system. The assignments and activities (individual or team) that are commissioned in the different subjects, multiple choice exams, and class attendance are also used.


The On-Campus&Live methodology allows you to follow the program in person and also remotely.

In this modality, two stable subgroups are opened that will coexist throughout the course: one face-to-face and the other with 100% remote students. The remote students (a maximum of 15 places per course) will follow the program in a synchronous way with the face-to-face students. That is, they will share the same school calendar and schedule as the face-to-face students.

Project-oriented learning and the combination of lectures and active methodologies such as case studies, flipped learning, solving real problems, and professional simulations allow the student to connect theory and practice, acquire advanced skills, and achieve learning which is transferable to the job. The face-to-face modality is enriched with elements of online programs (virtual learning environment, multimedia resources, among others) so that the learning experience of the two subgroups is equally satisfactory.

You will have:

  • Master's or postgraduate work to learn by doing
  • A personal mentor to monitor your Master's Final Project (TFM) or Postgraduate Final Project (TFP)
  • Digital resources to achieve transversal skills
  • Interdisciplinary activities and workshops
  • Digital resources and audiovisual blocks for online learning
  • Active methodologies for transferable learning

Professional Future

The Master in Corporate and Strategic Communication brings together participants from all over the world who want to project or boost their professional career towards the field of corporate communication, corporate identity, social responsibility, business communication, event organization, etc.

Training with a clear practical and professional orientation will provide you with the necessary tools to develop quality work in the field of business communication.

Student profile

The master brings together students with degrees mainly in Communication, Journalism, Advertising, Marketing, and Public Relations. However, it is open to multiple studies and there are also students from Law, Political Science, Philology, and Business Administration, among others.

The master has an international reputation and welcomes participants from more than 12 countries.


Average age


Average number of years of professional experience


International students

Career opportunities

The Master in Corporate and Strategic Communication will provide you with the necessary knowledge to develop your professional career in the field of corporate communication, either in the communication department of a company or in institutions, agencies and communication consultancies.

The master's degree includes extracurricular internships.

  • Communication and Strategy Department
  • Public/External Relations Department
  • Institutional Relations Department
  • Internal Communication Department
  • Head of Communication and Strategic Projects
  • Head of Press Office/Relations with the Media
  • Head of digital projects
  • Community Manager

Admission and enrolment

Our admission process consists of a rigorous evaluation of each application to preserve the quality of the group as well as the training, experience, and work capacity of all students.

Who can apply?

In order to access the Master in Corporate and Strategic Communication you need to have a university degree or a higher degree.

Those participants who do not have Spanish as one of their mother tongues or who did not have it as a teaching language in their training studies, must prove that they have at least a B2 level of Spanish (Common European Framework of Reference), as well as fluently take part in a personal interview with the academic director, if necessary.

How to apply?

To apply for admission to this program, students must read and accept the Terms and Conditions of Contract once they start the application for admission through the following form.

Application for admission

Complete your application within the next admission rounds:

RoundApplication deadlineAdmission resolution

Applications for admission will be evaluated when you complete the following steps:

  • Complete the online admission form.
  • Pay the €120 admission fee. This amount will be returned if you are not admitted.
  • Send the following documents through the online platform e-registrar:
    • Presentation letter or video
    • CV
    • Scanned copy of university degree (if you are in the last year of your degree, you can provide your academic records)
    • Scanned copy of Transcript of Records. Make sure that it includes your GPA (Grade Point Average)
    • Scanned copy of ID Card or Passport
    • Passport-size photo (jpg format)

Additional documents may be requested in certain cases.
Application rounds are subject to the number of places available on the program.


  • The Admissions Committee will select the candidates on the basis of a personal or CV-based interview.
  • You will be notified of the admission decision in writing.


  • Registration must be paid within a 15 days after the admission.
  • Once the letter of acceptance to the program has been received, you will need to submit the following original documents before the course begins:
    • Stamped and/or authenticated photocopy of your university degree.
  • If you have a foreign degree you may need to submit additional documents.
  • Paying the reservation fee (25% of the program's tuition fees) is essential in order to reserve your place
  • If you pay the tuition fees by bank transfer you will be required to introduce the program code. The program code for this course is 1058.
  • The remaining tuition fees must be paid 2 weeks before the start of the course.

Grants, scholarships and financing


The UPF Barcelona School of Management offers you different means of financing so that you can take any of our programs without worry. We offer you the opportunity to finance part of your program, either by rewarding your talent through scholarships, through grants from entities dedicated to promoting education or through collaboration agreements with financial entities.

Grants and discounts


Financing simulator

You can choose how to finance your studies by consulting our simulator and receive an answer in less than 24 hours.

Go to the simulator

Collaborating entities

We collaborate with various entities which provide study loans on favorable terms. For more information you can contact any of the following links. 

Master in Corporate and Strategic Communication