University certificate
The world's largest school of business”
Syllabus
The content of this Postgraduate certificate in Advertising and Public Relations Company has been designed to meet the high standards that companies and organizations demand from their employees. The above transforms into an increase in the students' possibilities in developing their abilities to delimit each one of the functions for the management of the Advertising and Public Relations Company, highlighting their main applications.
A comprehensive and well-structured program that will take you to the highest standards of quality and success”
Syllabus
The program of the Postgraduate certificate in Advertising and Public Relations Company is designed to provide the student with a global vision of the fundamentals of the advertising system, its history, its protagonists, the creative process, planning and its potential social effects. In this way, it constitutes a complete and concrete review that will enable them to perform any of these tasks with solvency and confidence.
Throughout this Postgraduate certificate we will offer a real working panorama to be able to assess the convenience of its application in our project, evaluating its real indications, its way of development and the expectations we can have with respect to the results.
Throughout 150 hours of learning, the students will analyze a multitude of case studies through individual practice and teamwork. In this way, students will be able to understand and comprehend the importance of knowing the fields of advertising and public relations and their organizational processes and structures.
The goal of this program is to offer theories and techniques to overcome prejudices, develop imagination and awaken an attitude to generate original ideas in any communicative sphere.
This Postgraduate certificate is developed over 6 week and is divided into 1 module:
Module 1. Advertising and Public Relations Company
Where, When and How is it Taught?
TECH offers the possibility of developing this Postgraduate certificate in Advertising and Public Relations Company completely online. Over the course of 6 weeks, you will be able to access all the contents of this program at any time, allowing you to self-manage your study time.
Module 1. Advertising and Public Relations Company
1.1. Structure of Advertising and/or Public Relations Agencies
1.1.1. Structure
1.1.2. Functions
1.1.3. Agency Selection
1.2. Economic Management of the Agency
1.2.1. Types of Legal Form
1.2.2. Business Model
1.2.3. Project Development and Control
1.3. Economic Relations in the Advertising Business
1.3.1. Economic Relationships with Advertisers
1.3.2. Economic Relationships with Employees and Partners
1.3.3. Individual Entrepreneur and Self-Employed
1.4. The Operating Account of the Advertising Agency
1.4.1. Investment, Revenue and Turnover
1.4.1.1. Expenses
1.4.1.2. Personal
1.4.1.3. Rent
1.4.1.4. Amortization
1.4.1.5. Non-billable Expenses
1.4.1.6. Prospecting
1.4.1.7. Delinquency
1.4.1.8. Financial Expenses
1.4.2. Results
1.4.3. Annual Budget
1.5. The Link Between Advertising and Public Relations
1.5.1. In Relation to the Objectives
1.5.2. Regarding the Target Audience of the Activity
1.5.3. On the Selection of Media and Supports
1.6. Remuneration Systems
1.6.1. Remuneration of Agencies
1.6.2. Accounting Dimension of the Agency
1.6.3. Determination of the budget
1.7. Relations with External Stakeholders
1.7.1. Advertising Agency Relations
1.7.2. Media Agency Relations
1.7.3. End Consumer Agency Relations
1.8. Types of Growth Strategies
1.8.1. Holdings
1.8.2. Value Chain
1.8.3. Challenges of Organizational Growth
1.9. Internal Organization Chart of an Advertising Agency
1.9.1. Agency Management Model
1.9.2. Accounts Department
1.9.3. Creative Department
1.9.4. Media Department
1.9.5. Production Department
1.10. Team Management
1.10.1. Motivation
1.10.2. Change Management and Leadership
1.10.3. Internal Communication
Acquire the necessary knowledge to carry out an adequate advertising communication using the most advanced tools”
Teaching Objectives
In order to guarantee academic excellence, the Postgraduate certificate in Advertising and Public Relations Company has been developed, which aims to become a point of reference for professionals in this sector. In this way, the future graduate will be able to acquire all the knowledge to master the elements, forms and processes of advertising languages and other forms of communication. For this reason, and making use of practical examples, the student will be able to solve any real situation that may arise in their work environment.
Delineate each of the functions for the management of the advertising and public relations firm by highlighting their main applications"
TECH makes the goals of their students their own goals too.
We work together in order to achieve them.
Este Postgraduate certificate in Advertising and Public Relations Company will enable students to:
- Recognize the structure and transformation of today's society as it relates to the elements, forms and processes of advertising and public relations communication
- Encourage creativity and persuasion through different formats and communication media
- Recognize the elements, forms and processes of advertising languages and other forms of persuasive communication
- Recognize significant and appropriate tools for the study of advertising and public relations
- Gain knowledge about the fields of advertising and public relations and their processes and organizational structures
- Know how to describe the structure of advertising agencies
- Delineate each of the functions for the management of the advertising and public relations company, highlighting their main applications
- Identify the internal organization chart of an advertising agency, in order to delimit the functions of each department
Postgraduate Certificate in Advertising and Public Relations Companies.
The advertising company plays a fundamental role in Public Relations (PR), being responsible for designing, planning and executing the communication strategies of an organization in order to improve its image and reputation. In fact, PR is postulated as a crucial tool to achieve this goal, and the company is responsible for managing and carrying them out effectively. In this sense, this Postgraduate Certificate in Advertising and Public Relations focuses on the importance of PR for organizations and how it contributes to strategic communications management.
Lead organizational growth strategies through Public Relations.
Public Relations departments are responsible for knowing, researching and managing the different audiences of a company, which makes them fundamental to its success. Therefore, a Postgraduate Certificate in Advertising and Public Relations has been developed to provide students with a global vision of the fundamentals and structure of advertising and PR agencies, as well as the economic and human resources management in this sector. Thus, the specialization provided by this program will help the student to meet the professional profile required for effective PR management in any organization. In addition, being a 100% online program, the graduate has the flexibility to study on his/her own schedule and from anywhere, which makes it perfectly compatible with his/her personal and professional occupations.