Master in
Corporate Communications Management

Online Corporate Communications Management

Online Master’s Degree that provides the keys to aligning the communication of a business with its strategy.

Introduction to the Master’s Degree in Corporate Communications Management

The economic, social and business context is rapidly changing. The current crisis, new online communication platforms and globalisation, among other trends, pose new challenges to the way in which organisations communicate with their stakeholders.

These new paradigms define communication in the 21st century. Businesses and their communication departments are no longer in control of their messages and now need to engage in conversation and discussions with customers and users. The new online platforms also need to be considered: blogs, social media, microblogs, they all spread messages and opinions in real time and have a global reach. This means that the branding, image, credibility and reputation of organisations are now more exposed than ever.

Organisations need to be more transparent and agile in environments which they no longer have control over. All of this necessitates a completely new way of understanding communication compared to how we understood it previously.

Given all of the above, the role of the Communications Director (DirCom) is becoming more relevant within corporate organisation charts. They have left the Marketing Department to start working in a team in the core of executive management. A DirCom needs to understand communication as a process that is integrated into the operations of the organisation. This communication goes both ways and is interactive. Directors must be able to listen to, converse with and influence stakeholders in order to add value to the organisation. And, at the same time, they need to have a thorough knowledge of the metrics of their decisions and activities.

This programme, teached in Spanish, has been defined to allow you to strengthen your skills and knowledge when it comes to developing your professional career and working in public relations and corporate communication departments. As a student, your skills will be reinforced in line with the current trends of the demands of the global professional market and the requirements demanded by the main companies looking for communication experts.

 

Career Prospects of the Master’s Degree in Corporate Communications Management

  • Communication Director at large companies and SMEs
  • Communication professional at advertising agencies
  • Communication professional at communication consulting firms
  • Communication professional at communication agencies
  • Communication professional in Marketing or Public Relations departments within large companies

Aims of the Master’s Degree

  • Understanding the new environment within which Communication Strategies are developed
  • Providing support for Marketing objectives, consolidating the positioning of products and brands
  • Building and managing a Corporate Image and Reputation in synergy with the general aims of the organisation
  • Knowledge of the organisational models in order to adjust Communication
  • Acquiring theoretical and practical knowledge of techniques and tools used to manage communication aimed at the broad and varied group of stakeholders
  • Developing managerial and technical skills for managing crisis situations through Public Relations in order to generate creditability and trust with various targets, both internal and external
  • Training participants to develop and create Comprehensive Communication Plans. Training Public Relations Directors so that they can acquire new skills that will ensure the company’s success through reactive and proactive campaigns, always from a thorough understanding of the internal analyses carried out by the company

 

Syllabus of the Master in Corporate Communications

The Master’s Degree in Corporate Communications Management unfolds over twelve months and is comprised of a ten-module structure that corresponds to each subject, plus a Business Game and a Final Project that is worked on throughout the year.

Challenges of the Communication Department

Socioeconomic changes influence the business context by changing organisation-stakeholder relationships. This module will review the main trends and their impact on the communication strategy of organisations.

 

Management of Relations with the Media – Press Office

Dealing with the Media is one of the main tasks of DirComs. In this module you will learn how to manage relations with journalists, how they work and the various factors that need to be taken into account in this complex interaction.

 

Internal Communication

Internal Communication is communication aimed at the internal client, that is, the employees. It exists as an answer to the recent need of companies to motivate their human resources team and retain their best people in a business context where changes happen very rapidly. Its management is very closely related to building loyal relationships with talented professionals at organisations.  

 

Communication in Digital Environments

The new digital environment, characterised by the immediacy and difficulty of controlling messages, poses a real challenge for DirComs. In this module you will study the features of this new environment, its challenges, how to manage them and the main monitoring and measurement tools.

 

Financial Communication in Listed Companies

The financial world is very sensitive, globalised, and has its very own communication codes. Both due to regulatory factors and its own complexity, as the DirCom of a listed company, you need specific training in this area.

 

Communication Skills and Influence

In this module you will focus on everything from oratory techniques, the training of spokespeople and interpersonal communication to the analysis and identification of the collateral aspects that make communication smoother and can even increase effectiveness. Developing these skills will increase your ability to be influential.

 

Marketing and Communication

In some organisations, marketing and communication responsibilities might fall under the responsibility of the same department. They are closely related activities and share similar goals, but their techniques are different. In this module you will learn about the activity of a marketing department and its links to the communication strategy.

 

Crisis Communication

Organisations have never been as exposed to public scrutiny as they are now, so we can predict an increase in the crises that will affect them. In this module you will study the Action Plan that should be implemented to prevent a crisis from occurring and for dealing with one when it does occur.

 

Communication Plan

Communication Plans are designed to define the basic communication criteria within an organisation. As a conclusion to this Master’s, you will apply all the concepts learned throughout the year by designing a Comprehensive Communication Plan.

 

Other Activities:

  • Talks, seminars and workshops

The Master’s Degree in Corporate Communications Management is completed with Workshops that will be organised throughout the year. These seminars will be delivered by renowned professionals from the Corporate Communications sector who, by means of videoconferences, will describe their experiences and some practical cases.

  • Practical cases  

During the course, discussions about current and interesting affairs will be organised as part of each of the subjects, as well as decision-making simulations applied to real situations and the preparation of practical cases that will analyse, from an academic perspective, the issues at hand and their proposed solutions, as well as the criteria taken into account for the execution of these solutions.

Requirements of the Master in Corporate Communications

The main aim of our admissions process is to ensure that the candidates are ideal for the course. All the students must be able to take the maximum value out of this learning experience, through a context in which it is possible to develop lasting connections with fellow students, teachers and the alumni.

These are the stages of the admissions process:

1. Prerequisites for admission

2. Application

3. Personal interview

4. Cover letter

5. Admissions Committee Evaluations

6. Enrolment

 

Master’s Degree in Corporate Communications Management Certificate

The people who pass the programme evaluation and comply with the academic requirements, established by the University of Barcelona (UB), will receive a UB qualification.

In order to obtain a UB qualification, you need to have a University Degree (Engineer’s Degree, Bachelor’s Degree for four years or Bachelor’s Degree for three years). If you do not have a University Degree, once you have passed the different evaluations you will receive an extension diploma from UB.

 

Scholarships for the Master in Corporate Communications

OBS is now offering candidates a Scholarship Programme with a view to encouraging continuous education of professionals, entrepreneurs and directors. To apply for one of these scholarships, which finance part of the programme, the candidates must be accepted onto the programme and comply with the specified requirements.

The Scholarship and Admissions Committee will take into account the suitability of the profile and the professional career of the candidates, the reasons given in the scholarship application letter and the professional and academic recommendations of the candidate.

Currently the following scholarships are on offer:

OBS Experience Scholarship

Objective: to advance continuous education of future professionals through OBS Methodology Online, which is registered as its own model of online education.

Requirements: candidates without previous experience in online education models and who meet the academic and curricular requirements of the programme in question.

Director Profile Scholarship

Objective: to advance managing skills in those candidates with extensive professional experience.

Requirements: scholarship for candidates with more than three years of professional experience in positions of responsibility, who wish to acquire management skills to further their professional career.

Online Business Management Scholarship

Objective: to promote the generation of companies founded on the Internet, as well as the creation of new business models based on the network and digitalisation of traditional businesses that still do not operate online.

Requirements: candidates who wish to acquire the knowledge and skills to tackle the internet and launch new digital business models, whether it is in their own company or as a director.

Programme Director Master in Corporate Communications Management

  • Director de Comunicación del Grupo Planeta
  • Licenciado en Periodismo epor la UAB
  • Diplomado en Dirección y Administración de Empresas por IESE

Teachers

Xavier Vilá

  • Managing Partner at Tessera Bcn, Comunicació I Màrqueting
  • Degree in Information Sciences from UAB
  • Master’s Degree in Economic Information from UAB

Carlos Creuheras

  • External Relations Director at Grupo Planeta
  • Head of the International and Institutional Relations department at OBS
  • Degree in Information Sciences from UAB

Pablo Gonzalo

  • Partner at Alcor Consultores (consulting, clients include Banco Santander, Telefónica and L’Oréal
  • PhD in Information Sciences from UCM

María Jesús Luengo

  • Communication and Marketing Director at the Spanish Chamber of Commerce
  • Degree in Information Sciences from UCM

Mª José Isern

  • Consultant for Corporate Communication
  • Former Communication and External Relations Director at Volkswagen-Audi Spain
  • Currently a member of the Board of Directors at Dircom
  • Degree in Hispanic Philology from UB
  • Master’s Degree in Communication within Organisations from UB
  • Lecturer at several universities in the United States

José M. Santamans Caballero

  • Consultant. Promoter Marketing and Communications Director of the  Start-Up “Schooltivity”.
  • Ex-Director of Communications and Advertising for the Autonomous Government of Valencia (Generalitat de València).
  • Master of Business Administration (MBA) from the UPV in collaboration with PwC, Deloitte and Garrigues.
  • Master’s Degree in Business Communications from the ESIC Business School.
  • Degree in Information Sciences form CEU San Pablo.

Elena Ormaechea

  • Head of Social Media for the Companies segment at Telefónica
  • Communication department at British Telecom and several advertising agencies.
  • Degree in Information Sciences specialising in Advertising and Public Relations from UCM
  • MBA in Business Management and Administration from Instituto de Empresa de Madrid

Daniel Espín

  • Corporate Communications Consultant
  • Communication Director and Director of the Cabinet of the Ministry of Culture (2009-2011)
  • Degree in Modern Philology
  • Diploma in Hispanic Philology
  • Master’s Degree in Journalism

Miriam Fisas

  • Partner at Cataliza in the Canary Islands
  • Coach, trainer and speaker in the areas of personal growth and development of management skills
  • Executive and Team Coach, ICF-Certified Coach in Lanzarote
  • Master’s Degree in Neuro-Linguistic Programming (NLP)

Joaquin Fernández Núñez

  • Head of Contents and International Media Relations at Ferrovial.
  • Persuasion and Public Communication Techniques Lecturer on the Master’s Degree in Institutional and Political Communication from Universidad Carlos III
  • Master’s Degree in Journalism from UAM/El País
  • Degree in European Business and Economic Sciences from ICADE
  • Dedication60 ECTS
  • InitiationFebruary 2017
  • Term12 months
  • Price5.800 €
  • MethodologyOnline
  • LanguageSpanish

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