To improve the reputation of a brand, it is necessary to create Advertising and Public Relations strategies appropriate to the objectives of the brand, precisely what you will work on with this program"

The main objective of all companies is to increase sales and, therefore, profits. To achieve this, strategies can be carried out in different departments, but Advertising and Public Relations campaigns have become the most effective, both for the multitude of channels in which they can be promoted, as well as for the scope of their actions. In view of this, TECH proposes an education oriented to support journalists and communicators who wish to direct their professional future towards this field, and it does so with a Hybrid Master's Degree in Advertising and Public Relations that includes the most updated and relevant theoretical information on the subject, a completely new teaching methodology and, in addition, a practical stay in a reference center in the sector. 

In this way, students will acquire the necessary skills to carry out external communication actions to build beneficial relationships with customers, promote the values and image of the company, promote awareness of its products and services, and create positive opinions in the market. In short, to be more competitive.

For all these reasons, studying this Hybrid Master's Degree becomes a golden opportunity not only to improve the skills of professionals, but also to demonstrate them through a degree that focuses on practice. Thus, the student will already have access to the labor market with the experience that will provide the intensive 3-week stay in a company of the sector, which will be an added value to the student's curriculum in the labor market. 

But, in addition, as for the theoretical studies, these have the advantage of being taken in a 100% online format, so it will be the student themself who decides from where and when to study. To do so, the student only needs to have a computer or mobile device with an Internet connection. This advantage makes this Hybrid Master's Degree one of the most competitive in the current market, offering the opportunity to study it completely online, but also with the added value of being able to demonstrate what you have learned with a real work team, in a leading company in the sector.

The teaching materials of this program, elaborated by these specialists, have contents that are completely applicable to your professional experiences”

This Hybrid Master's Degree in Advertising and Public Relations contains the most complete and up-to-date program on the market. The most important features include: 

• 100 practical cases presented by experts in Advertising and Public Relations 
• The graphic, schematic and practical contents with which they are conceived, gather specific information on those disciplines that are essential for professional practice 
• Comprehensive plans of systematized action in the field of journalism and communication
• Algorithm-based interactive learning system for decision-making in the situations that are presented to the student
• Practical guides for the use of the main Advertising and Public Relations tools
• Its special emphasis on the most innovative methodologies for the application of leadership techniques in business
• 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 
• In addition, you will be able to complete an internship in one of the best photography companies in the sector

A theoretical and practical program that will allow you to rediscover your passion for Advertising and Public Relations"

This program, of a hybrid professionalizing modality, is aimed at the updating of journalism and communication professionals who require a high level of qualifications. The contents are based on the latest technical evidence, and oriented in a didactic way to integrate theoretical knowledge into practice, and the theoretical-practical elements will facilitate the updating of knowledge and will allow for decision making in the real world of public relations.  

Thanks to its multimedia content elaborated with the latest educational technology, they will allow the Journalism professional to acquire a situated and contextual learning, that is to say, a simulated environment that will provide an immersive learning programmed to train in real situations. This program is designed around Problem-Based Learning, whereby the professional must try to solve the different professional practice situations that arise throughout the program. For this purpose, the student will be assisted by an innovative interactive video system created by renowned experts.

This Hybrid Master's Degree will help you to be more creative and design those advertising actions that will be remembered for years to come"

Learn how to analyze advertising campaigns and make a difference with your proposals"

The syllabus prepared by a specialized teaching team will delve into the theory of Advertising and the fundamentals of Public Relations during the 12-month duration of this Hybrid Master's Degree, in order to unravel in each of the 10 modules that make up this degree the most important characteristics of each of them, with content that will delve into the latest communicative developments. Case studies, video summaries and the Relearning system, based on the reiteration of content, will provide students with solid knowledge that is easy to understand.

Specialize in a Sector with a wide range of professional movement. Be part of the best advertising and creative teams"

Module 1. Advertising Theory 

1.1. Advertising Theory 

1.1.1. Introduction 
1.1.2. Basic Notions on Advertising and Marketing 

1.1.2.1. Marketing 
1.1.2.2. Advertising 

1.1.3. Advertising, Public Relations and Publicity 
1.1.4. Dimensions and Social Scope of Contemporary Advertising 
1.1.5. Successful Advertising: KFC 

1.2. History of Advertising 

1.2.1. Introduction 
1.2.2. Origin 
1.2.3 The Industrial Revolution and Advertising 
1.2.4. The Development of the Advertising Industry 
1.2.5. Advertising in the Internet World 
1.2.6. Successful Advertising: Coca- Cola Case Study 

1.3. Advertising and its Protagonists I: The Advertiser 

1.3.1. Introduction 
1.3.2. How the Advertising Industry Works 
1.3.3. Types of Advertisers 
1.3.4. Advertising in the Company's Organization Chart 
1.3.5. Successful Advertising: Facebook Case Study 

1.4. Advertising and its Protagonists II: Advertising Agencies

1.4.1. Introduction 
1.4.2. The Advertising Agency: Advertising Communication Professionals 
1.4.3. The Organizational Structure of Advertising Agencies 
1.4.4. Types of Advertising Agencies 
1.4.5. Fee Management in Advertising Agencies 
1.4.6. Successful Advertising: Nike 

1.5. Advertising and its Protagonists III: The Advertising Receiver

1.5.1. Introduction 
1.5.2. The Advertising Recipient and its Context 
1.5.3. The Advertising Recipient as a Consumer 
1.5.4. Needs and Desires in Advertising 
1.5.5. Advertising and Memory: on Advertising Effectiveness 
1.5.6. Successful Advertising: Ikea Case Study 

1.6. The Advertising Creation Process I: From Advertiser to Media 

1.6.1. Introduction 
1.6.2. Preliminary Aspects of the Advertising Creation Process 
1.6.3. The Advertising Brief or Communication Brief 
1.6.4. Creative Strategy 
1.6.5. Media Strategy 

1.6.5.1. Successful Advertising: Apple 

1.7. The Process of Advertising Creation II: Creativity and Advertising 

1.7.1. Introduction 
1.7.2. Fundamentals of Advertising Creative Work 
1.7.3. Advertising Creativity and its Communicative Statute 
1.7.4. Creative Work in Advertising 
1.7.5. Successful Advertising: Real Madrid Case Study 

1.8. The Process of Advertising Creation III: Ideation and Development of the Advertising Manifesto 

1.8.1. Introduction 
1.8.2. Creative Conception and Strategy 
1.8.3. The Creative Conception Process 
1.8.4. The ten basic Paths of Creativity According to Lluis Bassat: Advertising Genres 
1.8.5. Advertising Formats 
1.8.6. Successful Advertising: McDonald’s 

1.9. Advertising Media Planning 

1.9.1. Introduction 
1.9.2. Media and Planning 
1.9.3. Advertising Media and their Classification 
1.9.4. Media Planning Tools 
1.9.5. Successful Advertising: Pepsi 

1.10. Advertising, Society and Culture 

1.10.1. Introduction 
1.10.2. The Relationship between Advertising and Society 
1.10.3. Advertising and Emotions 
1.10.4. Advertising, Subjects and Things 
1.10.5. Successful Advertising: Burger King 

Module 2. Fundamentals of Public Relations 

2.1. Theoretical Framework of Public Relations 

2.1.1. Introduction 
2.1.2. Public Relations Research 
2.1.3. Main Public Relations Theorists 
2.1.4. Public Relations and Related Items 
2.1.5. Definition of Public Relations 

2.2. Evolution Over Time 

2.2.1. Stages 
2.2.2. The Origin of Public Relations 
2.2.3. Public Relations Trends 

2.3. External Communication 

2.3.1. Characteristics and Audiences 
2.3.2. Media Relations 
2.3.3. Provision of Information 

2.4. Internal Communication 

2.4.1. Introduction 
2.4.2. Functions and Objectives 
2.4.3. Types of Internal Communication 
2.4.4. Internal Communication Tools 

2.5. Public Relations and Public Opinion 

2.5.1. Powerful Media Image 
2.5.2. The limited Influence of the Media 
2.5.3. Structural Effects on the Company 

2.6. International Public Relations 

2.6.1. Characteristics of the International Society 
2.6.2. Definition 
2.6.3. The Role of International Public Relations 
2.6.4. Types of Actions 

2.7. Public Relations and Crisis 

2.7.1. The Organization in the Face of a Crisis 
2.7.2. Characteristics of Crises 
2.7.3. Crisis Typologies 

2.8. Stages of Crisis 

2.8.1. Preliminary Phase 
2.8.2. Acute Phase 
2.8.3. Chronic Phase 
2.8.4. Post-traumatic Phase 

2.9. Preparation of a Crisis Plan 

2.9.1. Analysis of Possible Problems 
2.9.2. Planning 
2.9.3. Adequacy of Personnel 

2.10. Communication Technologies in Crises 

2.10.1. Advantages 
2.10.2. Disadvantages 
2.10.3. Data Science 

Module 3. History of Advertising and Public Relations

3.1. Advertising Activity before the Printing Press 

3.1.1. Advertising in its Most Primitive Forms 
3.1.2. First Manifestations 
3.1.3. The Ancient World 

3.2. From the Printing Press to the Industrial Revolution 

3.2.1. Some Aspects that Contributed to the Emergence of the Printing Press in Europe 
3.2.2. First Expressions: Brochures and Posters 
3.2.3. Brands and Labels 
3.2.4. The Loud and Talkative Advertisements 
3.2.5. The Sign and the Commercial Mural 
3.2.6. The Birth of a New Media 
3.2.7. Communication and Power: Controlling Persuasion 

3.3. The Revolutions 

3.3.1. Advertising and the Industrial Revolution 
3.3.2. The Long and Tortuous Road to Press Freedom 
3.3.3. From Propaganda to Advertising 
3.3.4. Propaganda and Political Advertising: Concepts 
3.3.5. Characteristics of this Advertisement 
3.3.6. The Industrial Revolution in the Birth of Commercial Advertising 

3.4. Birth of Advertising 

3.4.1. The Origin of Commercial Advertising 
3.4.2. The Technological Revolution 
3.4.3. Printing Systems 
3.4.4. The Paper 
3.4.5. Photography 
3.4.6. The Telegraph 
3.4.7. Print Advertising 
3.4.8. Posters 

3.5. Consolidation of Advertising Activity 

3.5.1. Economic Factors between 1848-1914 
3.5.2. New Forms of Commercialization 
3.5.3. Newspapers 
3.5.4. Magazines 
3.5.5. The Art of the Poster 
3.5.6. Fundamentals of Modern Advertising 
3.5.7. American Advertising Agencies 
3.5.8. Advertising Technique and Craftsmanship 

3.6. Advertising Between Two Wars 

3.6.1. Characteristics of the Period 1914-1950 
3.6.2. Advertising in World War I 
3.6.3. Consequences of World War I on Advertising 
3.6.4. Advertising Campaigns in the Second World War 
3.6.5. Consequences of World War II on Advertising 
3.6.6. Advertising Media 
3.6.7. Poster and Advertising Graphic Design 
3.6.8. Outdoor Advertising 
3.6.9. The Cinema 
3.5.10. Cinema as a Means of Persuasion 
3.5.11. The Radio 
3.5.12. Commercial Radio 

3.7. The Development of the Advertising Technique 

3.7.1. Advertising Activity between 1914 and 1950 
3.7.2. Advertising Organization 
3.7.3. Agencies and Styles 

3.8. Electronic Advertising 

3.8.1. T.V. The Third Dimension of Advertising 
3.8.2. Advertising in the 1950s and 1960s 
3.8.3. The Arrival of Television 

3.9. Current Advertising 

3.9.1. Introduction 
3.9.2. The Current Advertising Context: A Technological Perspective 
3.9.3. Main Challenges of Today's Advertising Communication 
3.9.4. Main Opportunities in Today's Advertising Communication 

3.10. History of Public Relations 

3.10.1. The Origins 
3.10.2. Bernays and His Contributions 
3.10.3. Expansion: RR. PP. In the Second Half of the 20th Century

Module 4. Advertising and Public Relations Company 

4.1. Structure of Advertising and/or Public Relations Agencies

4.1.1. Structure
4.1.2. Functions
4.1.3. Agency Selection 

4.2. Economic Management of the Agency

4.2.1. Types of Legal Form 
4.2.2. Business Model
4.2.3. Project Development and Control

4.3. Economic Relations in the Advertising Business 

4.3.1. Economic Relationships with Advertisers 
4.3.2. Economic Relationships with Employees and Partners
4.3.3. Individual Entrepreneur and Self-Employed 

4.4. The Operating Account of the Advertising Agency 

4.4.1. Investment, Revenue and Turnover 

4.4.1.1. Expenses 
4.4.1.2. Personal 
4.4.1.3. Rent 
4.4.1.4. Amortization 
4.4.1.5. Non-billable Expenses 
4.4.1.6. Prospecting 
4.4.1.7. Delinquency 
4.4.1.8. Financial Expenses 

4.4.2. Results 
4.4.3. Annual Budget 

4.5. The Link Between Advertising and Public Relations 

4.5.1. In Relation to the Objectives 
4.5.2. Regarding the Target Audience of the Activity 
4.5.3. On the Selection of Media and Supports 

4.6. Remuneration Systems

4.6.1. Remuneration of Agencies 
4.6.2. Accounting Dimension of the Agency
4.6.3. Determination of the Budget

4.7. Relations with External Stakeholders

4.7.1. Advertising Agency Relations
4.7.2. Media Agency Relations
4.7.3. End Consumer Agency Relations

4.8. Types of Growth Strategies

4.8.1. Holdings
4.8.2. Value Chain
4.8.3. Challenges of Organizational Growth

4.9. Internal Organization Chart of an Advertising Agency

4.9.1. Agency Management Model
4.9.2. Accounts Department
4.9.3. Creative Department 
4.9.4. Media Department 
4.9.5. Production Department 

4.10. Team Management

4.10.1. Motivation
4.10.2. Change Management and Leadership
4.10.3. Internal Communication 

Module 5. Introduction to the Psychology of Communication 

5.1. History of Psychology 

5.1.1. Introduction 
5.1.2. We Begin with the Study of Psychology 
5.1.3. Science in Evolution. Historical and Paradigmatic Changes 
5.1.4. Paradigms and Stages in Psychology 
5.1.5. Cognitive Science 

5.2. Social Psychology 

5.2.1. Introduction 
5.2.2. Beginning with the Study of Social Psychology: The Influence of Social Psychology 
5.2.3. Empathy, Altruism and Helping Behavior 

5.3. Social Cognition 

5.3.1. Introduction 
5.3.2. Thinking and Knowing, Vital Necessities 
5.3.3. Social Cognition 
5.3.4. Organizing Information 
5.3.5. Prototypical or Categorical Thinking 
5.3.6. The Mistakes We Make in Thinking: Inferential Biases 
5.3.7. Automatic Information Processing 

5.4. Personality Psychology 

5.4.1. Introduction 
5.4.2. What is the Self? Identity and Personality 
5.4.3. Self-awareness 
5.4.4. Self-esteem 
5.4.5. Self-knowledge 
5.4.6. Interpersonal Variables in Personality Shaping 
5.4.7. Macro-social Variables in the Configuration of Personality 
5.4.8. A New Perspective in the Study of Personality. Narrative Personality 

5.5. Emotions 

5.5.1. Introduction 
5.5.2. What do we Talk about When we Get Excited? 
5.5.3. The Nature of Emotions 

5.5.3.1. Emotion as Preparation for Action 

5.5.4. Emotions and Personality 
5.5.5. From another Perspective. Social Emotions 

5.6. Psychology of Communication. Persuasion and Attitude Change 

5.6.1. Introduction 
5.6.2. Attitudes 
5.6.3. Historical Models in the Study of Persuasive Communication 
5.6.4. The Probability of Elaboration Model 
5.6.5. Communication Processes through the Media 
5.6.5.1. A Historical Perspective 

5.7. The Sender 

5.7.1. Introduction 
5.7.2. The Source of Persuasive Communication 
5.7.3. Source Characteristics. Credibility 
5.7.4. Source Characteristics. The Appeal 
5.7.5. Emitter Characteristics. The Power 
5.7.6. Processes in Persuasive Communication. Mechanisms Based on Primary Cognition 
5.7.7. New Processes in Communication. Mechanisms Based on Secondary Cognition 

5.8. The Message 

5.8.1. Introduction 
5.8.2. We Begin by Studying the Composition of the Message 
5.8.3. Types of Messages: Rational vs. Emotional Messages 
5.8.4. Emotional Messaging and Communication: Fear Inducing Messages 

5.9. The Receiver 

5.9.1. Introduction 
5.9.2. The Role of the Recipient according to the Elaboration Probability Model 
5.9.3. Recipient Needs and Motives: Their Impact on Attitude Change 
5.9.4. Need for Esteem and Communication 

5.10. New Approaches to the Study of Communication 

5.10.1. Introduction 
5.10.2. Non-conscious Processing of Information. Automatic Processes 
5.10.3. Measuring Automatic Processes in Communication 
5.10.4. First Steps in the New Paradigms 
5.10.5. Theories of Dual Processing Systems 

5.10.5.1. Main Limitations of Dual Systems Theories 

Module 6. Public Opinion 

6.1. The Concept of Public Opinion 

6.1.1. Introduction 
6.1.2. Definition 
6.1.3. Public Opinion as a Rational Phenomenon and as a Form of Social Control 
6.1.4. Phases in the Growth of Public Opinion as a Discipline 
6.1.5. The 20th Century 

6.2. Theoretical Framework of Public Opinion 

6.2.1. Introduction 
6.2.2. Perspectives on the Discipline of Public Opinion in the 20th Century
6.2.3. Twentieth Century Authors 
6.2.4. Walter Lippmann: Biased Public Opinion 
6.2.5. Jürgen Habermas: the Political-Value Perspective 
6.2.6. Niklas Luhmann: Public Opinion as a Communicative Modality 

6.3. Social Psychology and Public Opinion 

6.3.1. Introduction 
6.3.2. Psychosocial Variables in the Relationship of Persuasive Entities with their Public 
6.3.3. The Name 
6.3.4. Conformism 

6.4. Media Influence Models 

6.4.1. Introduction 
6.4.2. Media Influence Models 
6.4.3. Types of Media Effects 
6.4.4. Research on Media Effects 
6.4.5. The Power of the Media 

6.5. Public Opinion and Political Communication 

6.5.1. Introduction 
6.5.2. Electoral Political Communication. Propaganda 
6.5.3. Government Political Communication 

6.6. Public Opinion and Elections 

6.6.1. Introduction 
6.6.2. Do Election Campaigns Influence Public Opinion? 
6.6.3. The Effect of the Media in Election Campaigns as a Reinforcement of Opinions 
6.6.4. Bandwagon and Underdog Effects 

6.7. Government and Public Opinion 

6.7.1. Introduction 
6.7.2. Representatives and their Constituents 
6.7.3. Political Parties and Public Opinion 
6.7.4. Public Policies as an Expression of the Government's Action 

6.8. The Political Intermediation of the Press 

6.8.1. Introduction 
6.8.2. Journalists as Political Intermediaries 
6.8.3. Dysfunctions of Journalistic Intermediation 
6.8.4. Reliance on Journalists as Intermediaries 

6.9. Public Sphere and Emerging Models of Democracy 

6.9.1. Introduction 
6.9.2. The Public Sphere in the Information Society 
6.9.3. Emerging Models of Democracy 

6.10. Methods and Techniques for Public Opinion Research 

6.10.1. Introduction 
6.10.2. Opinion Polls 
6.10.3. Types of Surveys 
6.10.4. Analysis 

Module 7. Advertising Language 

7.1. Thinking and Writing: Definition 

7.1.1. Definition of Copywriting 
7.1.2. Historical Background of Advertising Copywriting and Phases of Professionalization 

7.2. Copywriting and Creativity

7.2.1. Conditions of the Copywriting Process 
7.2.2. Linguistic Competence 
7.2.3. Functions of the Copywriter 

7.2.3.1. Definition of the Functions of the Copywriter 

7.3. The Principle of Coherence and Campaign Conceptualization 

7.3.1. The Principle of Campaign Unity 
7.3.2. The Creative Team 
7.3.3. The Conceptualization Process: Hidden Creativity 
7.3.4. What is a Concept? 
7.3.5. Applications of the Conceptualization Process 
7.3.6. The Advertising Concept 
7.3.7. Utility and Advantages of the Advertising Concept 

7.4. Advertising and Rhetoric 

7.4.1. Copywriting and Rhetoric 
7.4.2. Placing Rhetoric 
7.4.3. The Phases of Rhetoric 

7.4.3.1. Advertising Discourse and Classical Rhetorical Discourse 
7.4.3.2. Topoi and Reason Why as Argumentation 

7.5. Fundamentals and Characteristics of Copywriting 

7.5.1. Correction 
7.5.2. Adaptation 
7.5.3. Efficiency 
7.5.4. Characteristics of Copywriting 
7.5.5. Morphological: Nominalization 
7.5.6. Syntactics: Destructuring 
7.5.7. Graphics: Emphatic Punctuation 

7.6. Argumentation Strategies 

7.6.1. Description 
7.6.2. The Enthymeme 
7.6.3. Narration 
7.6.4. Intertextuality 

7.7. Styles and Slogans in Copywriting 

7.7.1. The Length of the Sentence 
7.7.2. The Styles 
7.7.3. The Slogan 
7.7.4. A Phrase of Wartime Origin 
7.7.5. The Characteristics of the Slogan 
7.7.6. The Elocution of the Slogan 
7.7.7. The Forms of the Slogan 
7.7.8. The Functions of the Slogan 

7.8. Principles of Applied Copywriting and the Reason Why+ USP Pairing

7.8.1. Rigor, Clarity, Accuracy 
7.8.2. Synthesis and Simplicity 
7.8.3. Advertising Text Constraints 
7.8.4. Application of the Reason Why+USP Binomial

7.9. Copywriting in Conventional and Non-Conventional Media 

7.9.1. The Division Above-the-line/Below-the-line
7.9.2. Integration: Overcoming the ATL- BTL Controversy 
7.9.3. Television Copywriting 
7.9.4. Radio Copywriting 
7.9.5. Press Copywriting 
7.9.6. Copywriting for Outdoor Media 
7.9.7. Copywriting in Non-Conventional Media 
7.9.8. Direct Marketing Advertising Copywriting 
7.9.9. Interactive Media Copywriting 

7.10. Criteria for the Evaluation of an Advertising Text and Other Writing Cases 

7.10.1. Classical Models of Advertising Analysis 
7.10.2. Impact and Relevance 
7.10.3. The Checklist of the Writer 
7.10.4. Translation and Adaptation of Advertising Texts 
7.10.5. New Technologies, New Languages 
7.10.6. Writing in Web 2.0 
7.10.7. Naming, Guerrilla Advertising and Other Copywriting Cases 

Module 8. Fundamentals of Communication in the Digital Environment 

8.1. Web 2.0 or the Social Web 

8.1.1. Organization in the Age of Conversation
8.1.2 Web 2.0 Is All About People
8.1.3. Digital Environment and New Communication Formats

8.2. Digital Communication and Reputation 

8.2.1. Online Reputation Report
8.2.2. Etiquette and Best Practices in Social Networking
8.2.3. Branding and 2.0 Networks

8.3. Online Reputation Plan Design and Planning 

8.3.1. Overview of the Main Social Media
8.3.2. Brand Reputation Plan
8.3.3. General metrics, ROI, and Social CRM
8.3.4. Online Crisis and Reputational SEO

8.4. General, Professional, and Microblogging Platforms 

8.4.1. Facebook
8.4.2 LinkedIn
8.4.3. Google+
8.4.4. Twitter

8.5. Video, Image, and Mobility Platforms 

8.5.1. YouTube
8.5.2 Instagram
8.5.3. Flickr
8.5.4. Vimeo
8.5.5. Pinterest

8.6. Content and Storytelling Strategy 

8.6.1. Corporate Blogging
8.6.2. Content Marketing Strategy
8.6.3. Creating a Content Plan
8.6.4. Content Curation Strategy

8.7. Social Media Strategies 

8.7.1. Corporate PR and Social Media
8.7.2. Defining the Strategy to be Applied in Each Medium
8.7.3. Analysis and Evaluation of Results

8.8. Community Administration 

8.8.1. Roles, Tasks and Responsibilities of the Community Administration
8.8.2. Social Media Manager
8.8.3. Social Media Strategist

8.9. Social Media Plan 

8.9.1. Designing a Social Media Plan
8.9.2 Schedule, Budget, Expectations and Follow-up
8.9.3. Contingency Protocol in Case of Crisis

8.10. Online Monitoring Tools 

8.10.1. Management Tools and Desktop Applications
8.10.2. Monitoring and Research Tools

Module 9. Corporate Identity 

9.1. The Importance of Image in Businesses 

9.1.1. What is Corporate Image? 
9.1.2. Differences between Corporate Identity and Corporate Image 
9.1.3. Where can the Corporate Image be Manifested? 
9.1.4. Corporate Image Change Situations. Why Achieve a Good Corporate Image? 

9.2. Research Techniques in Corporate Image 

9.2.1. Introduction 
9.2.2. The study of the Company's Image 
9.2.3. Corporate Image Research Techniques 
9.2.4. Qualitative Image Study Techniques 
9.2.5. Types of Quantitative Techniques 

9.3. Image Audit and Strategy 

9.3.1. What is Image Audit? 
9.3.2. Guidelines 
9.3.3. Audit Methodology 
9.3.4. Strategic Planning 

9.4. Corporate Culture 

9.4.1. What is Corporate Culture? 
9.4.2. Factors Involved in Corporate Culture 
9.4.3. Functions of Corporate Culture 
9.4.4. Types of Corporate Culture 

9.5. Corporate Social Responsibility and Corporate Reputation 

9.5.1. CSR: Concept and Application of the Company 
9.5.2. Guidelines for Integrating CSR into Businesses 
9.5.3. CSR Communication 
9.5.4. Corporate Reputation 

9.6. Corporate Visual Identity and Naming

9.6.1. Corporate Visual Identity Strategies 
9.6.2. Basic Elements 
9.6.3. Basic Principles 
9.6.4. Preparation of the Manual 
9.6.5. The Naming 

9.7. Brand Image and Positioning 

9.7.1. The Origins of Trademarks 
9.7.2. What is a Brand? 
9.7.3. The Need to Build a Brand 
9.7.4. Brand Image and Positioning 
9.7.5. The Value of Brands 

9.8. Image Management through Crisis Communication 

9.8.1. Strategic Communication Plan 
9.8.2. When it All Goes Wrong: Crisis Communication 
9.8.3. Cases 

9.9. The Influence of Promotions on Corporate Image 

9.9.1. The New Advertising Industry Landscape 
9.9.2. The Marketing Promotion 
9.9.3. Features 
9.9.4. Dangers 
9.9.5. Promotional Types and Techniques 

9.10. Distribution and Image of the Point of Sale 

9.10.1. The Main Players in Commercial Distribution 
9.10.2. The Image of Retail Distribution Companies through Positioning 
9.10.3. Through its Name and Logo 

Module 10. Creativity in Communication 

10.1. To Create is to Think 

10.1.1. The Art of Thinking 
10.1.2. Creative Thinking and Creativity 
10.1.3. Thought and Brain 
10.1.4. The Lines of Research on Creativity: Systematization 

10.2. Nature of the Creative Process 

10.2.1. Nature of Creativity 
10.2.2. The Notion of Creativity: Creation and Creativity 
10.2.3. The Creation of Ideas for Persuasive Communication 
10.2.4. Nature of the Creative Process in Advertising 

10.3. The Invention 

10.3.1. Evolution and Historical Analysis of the Creation Process 
10.3.2. Nature of the Classical Canon of the Invention 
10.3.3. The Classical View of Inspiration in the Origin of Ideas 
10.3.4. Invention, Inspiration, Persuasion 

10.4. Rhetoric and Persuasive Communication 

10.4.1. Rhetoric and Advertising 
10.4.2. The Rhetorical Parts of Persuasive Communication 
10.4.3. Rhetorical Figures 
10.4.4. Rhetorical Laws and Functions of Advertising Language 

10.5. Creative Behavior and Personality 

10.5.1. Creativity as a Personal Characteristic, as a Product and as a Process 
10.5.2. Creative Behavior and Motivation 
10.5.3. Perception and Creative Thinking 
10.5.4. Elements of Creativity 

10.6. Creative Skills and Abilities 

10.6.1. Thinking Systems and Models of Creative Intelligence 
10.6.2. Three-Dimensional Model of the Structure of the Intellect According to Guilford 
10.6.3. Interaction Between Factors and Intellectual Capabilities 
10.6.4. Creative Skills 
10.6.5. Creative Capabilities 

10.7. The Phases of the Creative Process 

10.7.1. Creativity as a Process 
10.7.2. The Phases of the Creative Process 
10.7.3. The Phases of the Creative Process in Advertising 

10.8. Troubleshooting 

10.8.1. Creativity and Problem Solving 
10.8.2. Perceptual Blocks and Emotional Blocks 
10.8.3. Methodology of Invention: Creative Programs and Methods 

10.9. The Methods of Creative Thinking 

10.9.1. Brainstorming as a Model of Idea Creation 
10.9.2. Vertical Thinking and Lateral Thinking 
10.9.3. Methodology of Invention: Creative Programs and Methods 

10.10. Creativity and Advertising Communication 

10.10.1. The Creative Process as a Specific Product of Advertising Communication 
10.10.2. Nature of the Creative Process in Advertising: Creativity and the Creative Advertising Process 
10.10.3. Methodological Principles and Effects of Advertising Creation 
10.10.4. Advertising Creation: From Problem to Solution 
10.10.5. Creativity and Persuasive Communication

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