Learn to express yourself with the competence of a communication specialist and apply all the linguistic tools at your disposal in the advertising messages you design”

Acquiring an advanced knowledge in Social Communication is essential for advertising and public relations professionals, as they acquire an excellent command of the language, adapted to the needs of the messages and the target audience. Therefore, TECH’s Postgraduate diplomain Social Communication is designed to offer journalists a comprehensive knowledge of this field, which will be essential for their professional development.

Specifically, this program aims to sensitize and train students in the understanding and critical analysis of social reality, based on the conceptual and theoretical contributions of Sociology. The qualification of professionals in this area requires providing them with an adequate knowledge of the structures, processes and relationships present in the social contexts where the daily life of individuals, groups and organizations takes place. Their specialized intervention in these areas must take into account the influence and limitations that introduce in people's behavior and in the evolution of societies, the socio-political, economic and cultural dimensions.

TECH will conduct an interdisciplinary study of the basic concepts of communication sciences and subsequently, will address the research performed on the symbolic process of human communication. From there, the public function of information and the structure of the communicative system are analyzed, with special attention paid to the responsibility that communicators have with society. This learning involves the study of the effects of the media on public opinion and the control of the information process.

In this way, this Postgraduate diploma aims to provide a complete and concrete review of Social Communication, which will enable students to work in the advertising area, whether at a technical or managerial level, with greater security and precision in the use of language adapted to the communicative messages to be addressed to the target audiences. 

The completion of this Postgraduate diploma will allow you to understand, in a clear way, the importance of communication in society”

This ##ESTUDIO## in Social Communication contains the most complete and up-to-date program on the market. The most important features include:

• The use of the latest technology in e-learning software
• The intensely visual teaching system, supported by graphic and schematic contents that are easy to assimilate and understand
• Practical case studies presented by practising experts
• State-of-the-art interactive video systems
• Teaching supported by telepractice
• Continuous updating and recycling systems
• Self-regulated learning, which makes the program completely compatible with other commitments
• Practical exercises for self-assessment and learning verification
• Support groups and educational synergies: questions to the expert, debate and knowledge forums
• Communication with the teaching team and individual reflection work
• Content that is accessible from any fixed or portable device with an Internet connection
• Complementary resource banks that are permanently available

Studying at TECH means studying at a 21st century university that is committed to an online modality to promote the knowledge of its students”

The teaching staff of this program is made up of professionals from different fields related to this specialty. As such, TECH can fulfill its academic updating objective. A multidisciplinary team of experienced professionals in different environments, who will develop theoretical knowledge efficiently, but above all, will put their practical knowledge derived from their own experience at the students’ service. 

This mastery of the subject matter is complemented by the effectiveness of the methodological design. Developed by a multidisciplinary team of e-learning experts, it integrates the latest advances in educational technology. As a result, students will be able to study with a range of comfortable and versatile multimedia tools that will give them the operational capacity they need in their study process.  

The design of this program focuses on Problem-Based Learning. An approach that conceives learning as a highly practical process. To achieve this remotely, telepractice is used. Therefore, with the help of an innovative interactive video system, and Learning from an Expert, the students will be able to acquire the knowledge as if they were facing real cases. A concept that will allow students to integrate and memorize what they have learnt in a more realistic and permanent way. 

Specialize in Social Communication and apply what you have learned to your daily practice”

The didactic methodology of this program will allow you to obtain a much more realistic vision of Social Communication”

This program has a comprehensive syllabus that covers the most relevant aspects of Social Communication, a fundamental area of knowledge in advertising and public relations. A syllabus created by a first class teaching team with a clear objective: to improve the qualification of professionals to help them achieve a positive change in their profession. Undoubtedly, the best program that professionals in this field can find in the market.

This syllabus will enable you to conduct an immersive study on the main aspects of Postgraduate diploma”

Module 1. General Sociology  

1.1. Sociological Perspective 

1.1.1. Sociology as a Science 
1.1.2. Origins of Sociology: The First Sociologists 

1.2. Action, Structure and Social Change 

1.2.1. Social Action 
1.2.2. Social Structure 
1.2.3. Social Change 

1.3. Person , Culture and Society 

1.3.1. Normative Bases of Social Action 
1.3.2. Ideal and Bases of Social Action 
1.3.3. The Culture: Essential Component of the Society 
1.3.4. Cultural Diversity 
1.3.5. Ethnocentrism and Cultural Relativity 

1.4. The Socialization Process 

1.4.1. Socialization 
1.4.2. The Socialization Process 
1.4.3. Mechanisms of Socialization 
1.4.4. Phases in the Research Process 
1.4.5. Agents Traditional of Socialization 
1.4.6. New Socialization Agents of the Global Society 

1.5. Adaptation and Social Deviation 

1.5.1. Adaptation and Social Conformity 
1.5.2. Social Deviation 
1.5.3. Main Deviations Theories 

1.6. Social Inequality, Stratification and Exclusion 

1.6.1. Social Inequality 
1.6.2. Social Inequality and Stratification 
1.6.3. Social Inequality and Stratification Theories 
1.6.4. Social Exclusion 

1.7. Family and Couple’s Relationship 

1.7.1. Basic Basic Concepts for Families Analysis 
1.7.2. Evolution Historical of Family Institution 
1.7.3. Theoretical Perspectives about Family 
1.7.4. Violence in the Family 
1.7.5. Family Change in Spain 

1.8. Society and Politics 

1.8.1. Society and Politics: A Multidimensional Relationship 
1.8.2. Politics, State, Power and Authority 
1.8.3. Political Regimes 
1.8.4. Political Stakeholders 

1.9. Media 

1.9.1. The Social Importance of the Media 
1.9.2. Cultural Stages in the Evolution of the Media 
1.9.3. Theories on the Media 
1.9.4. Main Dimensions of the Media Analysis 
1.9.5. Media Content, Audience and Globalization 

1.10. Globalization 

1.10.1. What is Globalization? 
1.10.2. The Debate around Globalization 
1.10.3. Acceleration of the Process of Globalisation: Main Causes 
1.10.4. Some Consequences of Globalization 

Module 2. Social Communication Theory

2.1. Introduction. Communication Science as a Social Science 

2.1.1. Introduction: The Study of Communication as a Social Science 
2.1.2. Knowledge 
2.1.3. The Scientific Method 
2.1.4. Common Concepts in Scientific Research 

2.2. Elements of Communication. Scientific Fields of Social Communication 

2.2.1. Empirical Research on Communicative Phenomena 
2.2.2. Communication Concept 
2.2.3. Scientific Fields of Communication 

2.3. Trajectories of Research in Social Communications 

2.3.1. The Origins of the Study of Communication 
2.3.2. The Modern Period: the Split Between the Theory of Argumentation and the Art of Pronunciation 
2.3.3. The 20th Century: The Rhetoric of the Mass Media 

2.4. Communicative Behavior 

2.4.1. An Outline of the Concept of Communicative Behavior 
2.4.2. Animal Ethology and the Study of Human Communication 
2.4.3. The Biological Background of Communication 
2.4.4. Intrapersonal Communication 
2.4.5. Patterns of Communicative Behavior 
2.4.6. The Study of Non-Verbal Communicative Behavior 

2.5. The Communicative Transaction 

2.5.1. Symbolic Exchange and Human Culture 
2.5.2. Transactional Analysis 

2.6. Identity, Self-Concept and Communication 

2.6.1. Transactional Micropolitics and Self-Concept: Interaction as Negotiation of Identities 
2.6.2. The Presentation of Oneself in Everyday Rituals 
2.6.3. The Construction of the Self-Concept and its Expression 
2.6.4. Self-Concept Motivated to Interact 
2.6.5. Conversational Pragmatics 

2.7. Communication in Groups and Organizations 

2.7.1. The Social Group 
2.7.2. Social Networks, Sociometry and Intra- and Intergroup Communication 
2.7.3. Units and Levels of Analysis of Group Communication 
2.7.4. The Theory of Diffusion of Innovations 
2.7.5. Communication in Organizations 

2.8. Media Communication (I) Theories on the Powerful Effects of the Media 

2.8.1. Media Communication 
2.8.2. Characteristics of the Media and its Messages 
2.8.3. The Powerful Effects of the Mass Media 

2.9. Media Communication (II) Limited Effects 

2.9.1. General Approach to the Relative Safety of the Media 
2.9.2. Selective Processing 
2.9.3. The Uses and Gratifications of Mass Communications 

2.10. Computerized Communication and Virtual Reality as Emerging Objects of Study 

2.10.1. Computer-Mediated Communication: the Problem of its Theoretical Integration 
2.10.2. Progress Towards the Consolidation of a Theoretical Corpus of Computer-mediated Communication 
2.10.3. Evolution of the Theory of Uses and Gratifications 
2.10.4. Virtual Reality as an Emerging Object of Study 

Module 3. Introduction to the Psychology of Communication 

3.1. History of Psychology 

3.1.1. We Begin with the Study of Psychology 
3.1.2. Science in Evolution. Historical and Paradigmatic Changes 
3.1.3. Paradigms and Stages in Psychology 
3.1.4. Cognitive Science 

3.2. Introduction to Social Psychology 

3.2.1. Beginning with the Study of Social Psychology: The Influence of Social Psychology 
3.2.2. Empathy, Altruism and Helping Behavior 

3.3. Social Cognition: the Processing of Social Information 

3.3.1. Thinking and Knowing, Vital Necessities 
3.3.2. Social Cognition 
3.3.3. Organizing Information 
3.3.4. Prototypical or Categorical Thinking 
3.3.5. The Mistakes We Make in Thinking: Inferential Biases 
3.3.6. Automatic Information Processing 

3.4. Personality Psychology 

3.4.1. What is the Self? Identity and Personality 
3.4.2. Self-awareness 
3.4.3. Self-esteem 
3.4.4. Self-knowledge 
3.4.5. Interpersonal Variables in Personality Shaping 
3.4.6. Macro-social Variables in the Configuration of Personality 

3.5. Emotions 

3.5.1. What do we Talk about When we Get Excited? 
3.5.2. The Nature of Emotions 
3.5.3. Emotions and Personality 
3.5.4. From another Perspective. Social Emotions 

3.6. Psychology of Communication. Persuasion and Attitude Change 

3.6.1. Introduction to the Psychology of Communication 
3.6.2. Attitudes 
3.6.3. Historical Models in the Study of Persuasive Communication 
3.6.4. The Elaboration Probability Model (elm) 
3.6.5. Communication Processes through the Media 

3.7. The Sender 

3.7.1. The Source of Persuasive Communication 
3.7.2. Source Characteristics. Credibility 
3.7.3. Source Characteristics. The Appeal 
3.7.4. Emitter Characteristics. The Power 
3.7.5. Processes in Persuasive Communication. Mechanisms Based on Primary Cognition 

3.8. The Message 

3.8.1. We Begin by Studying the Composition of the Message 
3.8.2. Types of Messages: Rational vs. Emotional Messages 
3.8.3. Emotional Messaging and Communication: Fear Inducing Messages 
3.8.4. Rational Messages and Communication 

3.9. The Receiver 

3.9.1. The Role of the Recipient according to the Elaboration Probability Model 
3.9.2. Recipient Needs and Motives: Their Impact on Attitude Change 

3.10. New Perspectives in the Study of Communication 

3.10.1. Non-conscious Processing of Information. Automatic Processes 
3.10.2. Measuring Automatic Processes in Communication 
3.10.3. First Steps in the New Paradigms 
3.10.4. Theories of Dual Processing Systems 

A unique, key, and decisive educational experience to boost your professional development”