The perfect degree to strengthen you as a corporate communications professional, both theoretically and practically, enabling you to apply for the most prestigious management positions"

The development of the Internet and new technologies has also boosted the digital market. This has opened a successful front for many entities that have found in the online network a space to sell their products and services worldwide. In fact, there are thousands of cases in which almost bankrupt businesses have resurfaced thanks to its implementation in the field of the World Wide Web. However, although it may seem like an unparalleled opportunity, it also has negative connotations, as increased competition has turned the sector into a constant struggle to occupy the top positions in search engines, as well as to maintain a reputation worthy of the best and most committed to ethics and social responsibility.

That is why Corporate Communication has been gaining importance as time has passed, and the market has become an increasingly larger showcase in which transparency and business policy are significant assets that can determine the success and durability of an entity. Based on this, TECH has developed a complete degree through which the graduate will be able to specialize in this field through the exhaustive knowledge of the main strategies of communication planning in the business environment.

This Hybrid Master's Degree is divided into two sections: first, 1,500 hours of theoretical and multidisciplinary content, thanks to which the student will be able to catch up on the latest advances in this field, learn the guidelines of ethics and corporate social responsibility, delve into the management of organizations and delve into communication techniques for specialized sectors. They will also be able to place special emphasis on the most effective digital strategies, as well as on the mastery of the necessary tools.

Once this period is over, the graduate will have access to 3 weeks of practical stay in a reference entity in the Corporate Communication panorama, where they will be able to work actively with a group of professionals of the highest level. In this way, they will be able to consolidate the information acquired in the first section and develop the skills required by the current market.

A unique opportunity to add to your resume a practical experience of 120 hours in a reference company in the international panorama of Corporate Communication"

This Hybrid Master's Degree in MBA in MBA in Corporate Communications Management (CCO, Chief Communications Officer) contains the most complete and up-to-date educational program on the market. The most important features include:

• Development of more than 100 case studies presented by corporate communication professionals and university professors with extensive experience in the sector
• The graphic, schematic, and practical contents with which they are created, provide scientific and practical information on the disciplines that are essential for professional practice
• Management of organizations from a strategic point of view through innovative guidelines in the national and international context
• Mastery of ethics and corporate social responsibility through a comprehensive approach to the most innovative guidelines related to business commitment
• All of this will be complemented by theoretical lessons, questions to the expert, debate forums on controversial topics, and individual reflection assignments
• Content that is accessible from any fixed or portable device with an Internet connection
• Furthermore, you will be able to do an internship in one of the best corporate communications companies

The theoretical section is made up of 1,500 hours of the best content, in which, in addition to the syllabus, you will have access to high-quality multidisciplinary material"

This Professional Master's Degree program is aimed at updating information professionals who work in the Corporate Communication sector. The contents are based on the latest technical evidence and oriented in a didactic way to integrate theoretical knowledge into journalistic practice, and the theoretical-practical elements will facilitate the updating of knowledge and allow decision-making in strategic planning.

Thanks to the multimedia content, developed with the latest educational technology, Marketing professionals will benefit from situated and contextual learning, i.e., a simulated environment that will provide immersive learning programmed to train in real situations. This program is designed around Problem-Based Learning, whereby the physician must try to solve the different professional practice situations that arise during the course. For this purpose, the student will be assisted by an innovative interactive video system created by renowned experts.

You will work intensively on acquiring the necessary knowledge to implement branding and reputation strategies at the highest level”

During the 12 months of training, you will have unlimited access to the Virtual Campus, where all the content will be hosted from the beginning of the academic activity” 

A team of experts in Corporate Communication has worked together with TECH to elaborate the content of this Hybrid Master's Degree. Thanks to this, it has been possible to select the most comprehensive and innovative information related to this field and organizational management from the point of view of public image. In addition to the syllabus, the graduate will find on the Virtual Campus a multitude of additional high-quality materials presented in different formats. They will also be able 
to access it without limits, as well as from any device with an internet connection.

In the Virtual Campus, you will find diverse additional material of the highest quality so that you can expand the syllabus in a personalized way and based on your needs"

Module 1. Organizations Management

1.1. Strategic Management

1.1.1. Organisational Design
1.1.2. Strategic Position of the Business
1.1.3. Competitive and Corporate Strategies

1.2. Corporate Finance

1.2.1. Financial Policy and Growth
1.2.2. Company Valuation Methods
1.2.3. Capital Structure and Financial Leverage
1.2.4. Finance for the Global Communications Officer

1.3. Strategic Leadership for Intangible Asset Economy

1.3.1. Cultural Alignment Strategies
1.3.2. Corporate and Differentiating Leadership
1.3.3. Change and Transformation Agent

1.4. Economic Situation

1.4.1. The Fundamentals of the Global Economy
1.4.2. The Globalization of Companies and Financial Markets
1.4.3. Entrepreneurship and New Markets

1.5. Innovation and Digital Transformation

1.5.1. Management and Strategic Innovation
1.5.2. Creative Thinking and Design Thinking
1.5.3. Open Innovation
1.5.4. Sharing Economy

1.6. International Context

1.6.1. Geopolitics
1.6.2. Divisive Markets and Types of Change
1.6.3. Hedging with Currency Exchange Contracts
1.6.4. Foreign Investments and Exportation Financing

Module 2. Managerial Skills

2.1. Public Speaking and Spokesperson Education

2.1.1. Interpersonal Communication
2.1.2. Communication Skills and Influence
2.1.3. Communication Barriers

2.2. Communication and Leadership

2.2.1. Leadership and Leadership Styles
2.2.2. Motivation
2.2.3. Skills and Abilities of the Leader 2.0

2.3. Personal Branding

2.3.1. Strategies to Develop Personal Branding
2.3.2. Personal Branding Laws
2.3.3. Tools for Creating Personal Brands

2.4. Team Management

2.4.1. Work Teams and Management Meetings
2.4.2. Managing Change Processes
2.4.3. Managing Multicultural Teams
2.4.4. Coaching

2.5. Negotiation and Conflict Resolution

2.5.1. Effective Negotiation Techniques
2.5.2. Interpersonal Conflicts
2.5.3. Intercultural Negotiation

2.6. Emotional Intelligence

2.6.1. Emotional Intelligence and Communication
2.6.2. Assertiveness, Empathy, and Active Listening
2.6.3. Self-Esteem and Emotional Language

2.7. Relational Capital: Co-working

2.7.1. Managing Human Capital
2.7.2. Performance Analysis
2.7.3. Managing Equality and Diversity
2.7.4. Innovation in People Management

2.8. Time Management

2.8.1. Planning, Organisation and Control
2.8.2. The Methodology of Time Management
2.8.3. Action Plans
2.8.4. Tools for Efficient Time Management

Module 3. Ethics and Corporate Social Responsibility

3.1. The Managerial Role and CSR

3.1.1. Strategic Vision and Corporate Social Responsibility
3.1.2. Balanced Scorecard
3.1.3. Systems and Models for Implementing CSR
3.1.4. Organization of CSR Roles and Responsibilities

3.2. Corporate Responsibility

3.2.1. Value Creation in an Economy of Intangibles
3.2.2. CSR: Corporate Commitment
3.2.3. Social, Environmental, and Economic Impact

3.3. Responsible Finance and Investment

3.3.1. Sustainability and Responsibility of the Financial Manager
3.3.2. Transparency in Information
3.3.3. Finance and Responsible Investment
3.3.4. Social Economy, Cooperativity and Corporate Social Responsibility

3.4. Business and Environment

3.4.1. Sustainable Development
3.4.2. Legislative Development in Environmental Responsibility
3.4.3. Response of Companies to Environmental Problems
3.4.4. Waste and Emissions

3.5. Packaging and Environment

3.5.1. Packaging as a Differentiation Business Strategy
3.5.2. Encouragement and Communication at the Point of Sale
3.5.3. Packaging Design and Future Trends

3.6. Systems and Tools for Responsable Management

3.6.1. Social Responsibility Management Systems
3.6.2. Integration Systems
3.6.3. Quality Management Systems, the Environment and Occupational Health and Safety
3.6.4. Audits

3.7. Business ethics

3.7.1. Ethical Behavior in Companies
3.7.2. Deontology and Ethical Codes
3.7.3. Fraud and Conflicts of Interest

3.8. Multinationals and Human Rights

3.8.1. Globalization, Human Rights and Multinational Companies
3.8.2. Multinational Companies and International Law
3.8.3. Specific Legal Instruments

3.9. Legal Environment and Corporate Governance

3.9.1. International Rules on Importation and Exportation
3.9.2. Intellectual and Industrial Property
3.9.3. International Labor Law

Module 4. Corporative Communication, Brand Strategy and Reputation

4.1. Coporate Identity and Strategic Vision

4.1.1. Identity and Redefining Business Values
4.1.2. Corporate Business Culture
4.1.3. Communication Department Challenges
4.1.4. Public Image and Projection

4.2. Corporate Brand Strategy

4.2.1. Public Image and Stakeholders
4.2.2. Corporate Branding Strategy and Management
4.2.3. Corporate Communication Strategy in Line with Brand Identity

4.3. Reputation Theory

4.3.1. Reputation as a Paradigm of a Good Company
4.3.2. The Concept of Corporate Reputation
4.3.3. Internal Reputation
4.3.4. Influence of Internationalization on Corporative Reputation

4.4. Reputation Evaluation

4.4.1. Corporative Reputation Audit
4.4.2. Listed Companies Reputation Monitor
4.4.3. Reputational Good Governance Index
4.4.4. Analysis of Sectorial Reputation

4.5. Reputation Management

4.5.1. Corporative Reputation Management
4.5.2. Focus on Brand Reputation
4.5.3. Leadership Reputation Management

4.6. Reputation Risk and Crisis Management

4.6.1. Listening to and Managing Feedback
4.6.2. Procedures, Crisis Manual and Contingency Plans
4.6.3. Spokesperson Training in Emergency Situations

4.7. Ethical Sustainability

4.7.1. Sustainable Criteria and Strategies
4.7.2. Communication Campaigns with Sustainability Criteria
4.7.3. Sustainable Brand Positioning and Image

4.8. Brand Metrics and Analysis and Reputation

4.8.1. Introduction to the Metrics of Corporative Branding
4.8.2. Internal and External Measurement Indexes
4.8.3. Brand Management Tools
4.8.4. Brand Assessment and Ranking

Module 5. Strategic Planning in Corporate Communication

5.1. Strategic Planner

5.1.1. Strategic Planner: Origins and Functions
5.1.2. The Strategic Planner in Advertising Companies, Strategic Consultancies and Communication Companies
5.1.3. Stakeholder Management

5.2. Planning Models and Schools

5.2.1. Models for Intangibles Management
5.2.2. Intangibles and Strategic Plans
5.2.3. Evaluation of Intangibles
5.2.4. Reputation and Intangibles

5.3. Qualitative Research in Strategic Planning

5.3.1. Insights Detection
5.3.2. Focus Groups for Strategic Planning
5.3.3. Planning of Strategic Interviews

5.4. Quantative Research in Strategic Planning

5.4.1. Data Analysis and Drawing Conclusions
5.4.2. Use of Psychometric Techniques
5.4.3. Challenges of Applied Research in Business Communication

5.5. Creative Strategy Formulation

5.5.1. Explore Alternative Strategies
5.5.2. Counter Briefing or Creative Briefing
5.5.3. Branding and Positioning

5.6. Strategic Use of Different Media

5.6.1. 360º Campaigns
5.6.2. Launching of New Products
5.6.3. Social Trends
5.6.4. Evaluation of Effectiveness

5.7. Trends in Business Communication

5.7.1. Generation and Distribution of Corporate Content
5.7.2. Business Communication on the Web 2.0
5.7.3. Implementation of Metrics in the Communication Process

5.8. Sponsorship and Patronage

5.8.1. Sponsorship, Patronage and Social Advertising Action Strategies
5.8.2. Communication Opportunities and Tangible and Intangible Returns
5.8.3. Hospitality and Collaboration Actions

Module 6. Managing Aspects of Corporate Communication

6.1. Communication within Organizations

6.1.1. Organizations, People and Society
6.1.2. Historical Evolution of Organizational Behavior
6.1.3. Bidirectional Communication
6.1.4. Communication Barriers

6.2. Structure, Control and Challenges in Communication Management

6.2.1. Departmental Structure in Communication Management
6.2.2. Current Trends in Management Models
6.2.3. Integration of Intangibles
6.2.4. Communication Department Challenges

6.3. Integral Communication Plans

6.3.1. Audit and Diagnosis
6.3.2. Elaboration of Communication Plan
6.3.3. Measuring results: KPIs and ROI

6.4. Effects of the Media

6.4.1. Efficiency of Commercial and Advertising Communication
6.4.2. Theories on the Effects of the Media
6.4.3. Social and Co-creation Models

6.5. Press Offices and Their Relationship with Communication Media

6.5.1. Identifying Opportunities and Information Needs
6.5.2. Management of Reports and Spokesperson Interviews
6.5.3. Virtual Press Room and e-Communication
6.5.4. Buying Advertising Space

6.6. Public Relations

6.6.1. PR Strategy and Practice
6.6.2. Protocol and Ceremonial Rules
6.6.3. Event Organization and Creative Management

6.7. Lobbies and Pressure Groups

6.7.1. Opinion Groups and their Actions in Businesses and Institutions
6.7.2. Institutional Relations and Lobbying
6.7.3. Areas of Intervention, Regulatory Instruments, Diffusion Strategies and Media

6.8. Internal Communication

6.8.1. Motivational Programs, Social Action, Participation and Training with HR
6.8.2. Internal Communication Support and Tools
6.8.3. Internal Communication Plan

6.9. Branding & Naming

6.9.1. Brand Management and Coordination in Launching of New Products
6.9.2. Brand Repositioning

6.10. Audience Forecasting and Data Sources

6.10.1. Measurement Units and Audience Profiles
6.10.2. Affinity, Sharing, Rating and GRPs
6.10.3. Current Suppliers in the Advertising Market

Module 7. Communication in Specialized Sectors

7.1. Financial Communication

7.1.1. Value of Intangibles
7.1.2. Financial Communication in Listed Companies
7.1.3. The Issuers of the Financial Communication
7.1.4. Public Objective in Financial Operations

7.2. Political and Electoral Communication

7.2.1. Image in Political and Electoral Campaigns
7.2.2. Political Advertising
7.2.3. Political and Electoral Communication Plan
7.2.4. Electoral Communication Audits

7.3. Communication and Health

7.3.1. Journalism and Health Information
7.3.2. Interpersonal and Group Communication the Field of Health
7.3.3. Communication Risk and Communicative Management in Health Crisis

7.4. Digital Culture and Hypermedia Museography

7.4.1. Production and Diffusion of Art in the Digital Era
7.4.2. Cultural Spaces as a Paradigm of Hypermedia and Transmedia Convergences
7.4.3. Constructive Participation in the Digital Culture

7.5. Communication at the Forefront of Public Organizations

7.5.1. Communication in the Public Sector
7.5.2. Strategy and Creation in Public Organization Communications
7.5.3. Intangible Assets in the Public Sector
7.5.4. Information Policy of Public Organizations

7.6. Communications in Non-Profit Organizations

7.6.1. NPO and Relationship with Government Agencies
7.6.2. Corporative Reputation in NonProfit Organizations
7.6.3. Diagnosis, Evaluation and Development in Communication Plans for These Types of Organizations
7.6.4. Different Figures and Communication Media

Module 8. Marketing and Communication

8.1. Product Placement and Branded Content

8.1.1. Unique Forms of Communication and Brand Placement
8.1.2. Concepts, Products and Services in User-Friendly Media

8.2. Digital Media Planning and Contracting

8.2.1. Real Time Bidding
8.2.2. Integrated Digital Campaign Planning
8.2.3. Advertising Investment Control Scorecard

8.3. Promotional Marketing

8.3.1. Consumer Promotions
8.3.2. Sales Force, Channel, Point of Sale and Special Promotions
8.3.3. Success and Cost Effectiveness of Promotional Actions

8.4. Planning, Execution and Measurement of SEM Campaigns

8.4.1. Search Engine Marketing
8.4.2. Conversion of Traffic to Qualified Traffic
8.4.3. SEM Project Management

8.5. Metrics and Results Analysis in Public Digital Campaigns

8.5.1. Ad servers
8.5.2. Traditional Metrics in Digital GRPs
8.5.3. Cross-Media and Interactions

8.6. Display Advertising, Rich Media and Viral Publicity

8.6.1. Media, Formats and Supports
8.6.2. The Conversion Cycle
8.6.3. Buzz Marketing and WOM

8.7. Mobile Marketing, Geo-Localization and Internet TV

8.7.1. New Mobile Marketing Applications
8.7.2. Geo-localization
8.7.3. Applications which Integrate Websites, Geotagging and Mobile

8.8. Advertising Effectiveness

8.8.1. Research Techniques and Tracking Campaigns
8.8.2. Coverage and Effective Frequency Analysis
8.8.3. Notoriety and Time Distribution Patterns of Advertising Pressure

Module 9. Customer Relationship Management

9.1. CRM and Relational Marketing

9.1.1. Business Philosophy or Strategic Orientation
9.1.2. Customer Identification and Differentiation
9.1.3. The Company and its Stakeholders
9.1.4. Clienting Clienteling

9.2. Database Marketing and Customer Relationship Management

9.2.1. Database Marketing Applications
9.2.2. Laws and Regulations
9.2.3. Information Sources, Storage, and Processing

9.3. Consumer Psychology and Behavior

9.3.1. The Study of Consumer Behavior
9.3.2. Internal and External Consumer Factors
9.3.3. Consumer Decision Process
9.3.4. Consumerism, Society, Marketing, and Ethics

9.4. Consumer Centric Marketing

9.4.1. Segmentation
9.4.2. Profitability Analysis
9.4.3. Customer Loyalty Strategies

9.5. CRM Management Techniques

9.5.1. Direct Marketing
9.5.2. Multichannel Integration
9.5.3. Viral Marketing

9.6. Advantages and Risks of Implementing CRM

9.6.1. CRM, Sales and Costs
9.6.2. Customer Satisfaction and Loyalty
9.6.3. Technology Implementation
9.6.4. Strategic and Management Errors

Module 10. Communication Strategy in the Digital World

10.1. Web 2.0 or the Social Web

10.1.1. Organization in the Age of Conversation
10.1.2. Web 2.0 Is All About People
10.1.3. Digital Environment and New Communication Formats

10.2. Digital Communication and Reputation

10.2.1. Online Reputation Report
10.2.2. Etiquette and Best Practices in Social Networking
10.2.3. Branding and Networking 2.0

10.3. Designing and Planning an Online Reputation Plan

10.3.1. Overview of the Main Social Media in Spain
10.3.2. Brand Reputation Plan
10.3.3. General metrics, ROI, and Social CRM
10.3.4. Online Crisis and Reputational SEO

10.4. Generalist, Professional and Microblogging Platforms

10.4.1. Facebook
10.4.2. LinkedIn
10.4.3. Google+
10.4.4. Twitter

10.5. Video, Image, and Mobility Platforms

10.5.1. YouTube
10.5.2. Instagram
10.5.3. Flickr
10.5.4. Vimeo
10.5.5. Pinterest

10.6. Content Strategy and Storytelling

10.6.1. Corporate Blogging
10.6.2. Content Marketing Strategy
10.6.3. Creating a Content Plan
10.6.4. Content Curation Strategy

10.7. Social Media Strategies

10.7.1. Corporate PR and Social Media
10.7.2. Defining the Strategy to be Applied in Each Medium
10.7.3. Analysis and Evaluation of Results

10.8. Community Management:

10.8.1. Functions, Duties and Responsibilities of the Community Manager
10.8.2. Social Media Manager
10.8.3. Social Media Strategist

10.9. Social Media Plan

10.9.1. Designing a Social Media Plan
10.9.2. Schedule, Budget, Expectations and Follow-up
10.9.3. Contingency Protocol in Case of Crisis

10.10. Online Monitoring Tools

10.10.1. Management Tools and Desktop Applications
10.10.2. Monitoring and Research Tools

After completing this Hybrid Master's Degree, you will stand out from the rest of your professional peers for your ethics and corporate social responsibility"