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.

 

Marketing and Communication

In some organizations the responsibilities of marketing and communication are usually encompassed in the same department. Being activities related to shared objectives, their techniques are different. In this module we will know the activities of a marketing department and its relationship with the communication strategy.

 

Below the Line Strategies: PR and event management

The term BTL refers to communication actions that are also known as non-conventional advertising, that is, actions that do not involve traditional media such as TV, radio, print media. A basic tool for the Communication Manager. 

 

Communication skills and influence

In this module we will work from the techniques of oratory, the formation of spokespersons and interpersonal communication, to the analysis and identification of those collateral aspects that make communication more fluid and can make it even more effective. The development of these skills offers any professional in the field of international and institutional relations a greater capacity for influence.

 

Communication in digital environments

The new digital environment characterized by immediacy and the difficulty in controlling messages is a challenge for Communication Manager. In this module we will study the characteristics 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, global and has its own communication codes. As much for their regulatory aspects as for their complexity, the DirComs in listed companies need specific training in this area.

 

Media Relationship Management - Press Office

The relationship with the Media is one of the main activities of the DirCom. In this module we will study how to manage relations with journalists, their way of working and the different aspects to be taken into account in this complex interaction.

 

Corporate Social Responsibility as a strategic asset

Corporate Social Responsibility (CSR) is a strategic asset that generates competitive advantages. During the last decade, business management subject to CSR parameters have been imposed and one of the functions of  a Communication Manager is to manage this intangible asset.

 

Internal Communication

Internal communication is communication directed to the internal client, that is, to the worker. It was born in response to the new needs of companies to motivate their team and retain the best in a business environment where the change is increasingly rapid. Its management is closely related to the loyalty of talent in organizations.

 

Crisis communication

Organizations have never been so exposed to external scrutiny that it is foreseeable an increase in crises that affect organizations. In this module we will study an action plan to prevent and manage them.

 

Communication Plan

The Communication Plans are conceived to define the basic communication criteria in organizations. To finish the Master we will apply all the concepts learned for the realization of 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.

 

Programme Director Master in Corporate Communications Management

  • Communication Director at Grupo Planeta
  • Degree in Journalism from UAB
  • Diploma in Business Management and Administration from IESE

Teachers

Carlos Creuheras

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

Jorge Tuñón

  • Managing Partner at Ephemeral Life
  • EMBA by ESIC: Business and Marketing School
  • Degree of Business Management and Marketin, by ESIC: Business and Marketing School

María Jesús Luengo

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

Xavier Vilá

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

Mª José Isern

  • Consultant for Corporate Communication
  • Communication Director at Anticipa Real Estate
  • 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

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

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

Quim Torrent

  • General Director of Cooperación Cultural en la Generalitat de Catalunya
  • Journalism Degree by Universitat Ramon Llull

José M. Santamans Caballero

  • Account Manager in Bloo Media,  Inbound Marketing
  • 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.

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)
  • Dedication60 ECTS
  • InitiationFebruary 2019
  • Term10 months
  • Price6.500 €
  • MethodologyOnline
  • LanguageSpanish
  • Campus Online