Be part of the change and train yourself in the fields of advertising and public relations and their processes and organizational structures"

Why Study at TECH?

TECH is the world's largest 100% online business school. It is an elite business school, with a model based on the highest academic standards. A world-class centre for intensive managerial skills training.   

TECH is a university at the forefront of technology, and puts all its resources at the student's disposal to help them achieve entrepreneurial success"

At TECH Global University

Innovation

The university offers an online learning model that combines the latest educational technology with the most rigorous teaching methods. A unique method with the highest international recognition that will provide students with the keys to develop in a rapidly-evolving world, where innovation must be every entrepreneur’s focus.

"Microsoft Europe Success Story", for integrating the innovative, interactive multi-video system.  

The Highest Standards

Admissions criteria at TECH are not economic. Students don't need to make a large investment to study at this university. However, in order to obtain a qualification from TECH, the student's intelligence and ability will be tested to their limits. The institution's academic standards are exceptionally high...  

95% of TECH students successfully complete their studies.

Networking

Professionals from countries all over the world attend TECH, allowing students to establish a large network of contacts that may prove useful to them in the future.  

100,000+ executives trained each year, 200+ different nationalities.

Empowerment

Students will grow hand in hand with the best companies and highly regarded and influential professionals. TECH has developed strategic partnerships and a valuable network of contacts with major economic players in 7 continents.  

500+ collaborative agreements with leading companies.

Talent

This program is a unique initiative to allow students to showcase their talent in the business world. An opportunity that will allow them to voice their concerns and share their business vision. 

After completing this program, TECH helps students show the world their talent. 

Multicultural Context

While studying at TECH, students will enjoy a unique experience. Study in a multicultural context. In a program with a global vision, through which students can learn about the operating methods in different parts of the world, and gather the latest information that best adapts to their business idea. 

TECH students represent more than 200 different nationalities.   

Learn with the best

In the classroom, TECH teaching staff discuss how they have achieved success in their companies, working in a real, lively, and dynamic context. Teachers who are fully committed to offering a quality specialization that will allow students to advance in their career and stand out in the business world. 

Teachers representing 20 different nationalities. 

TECH strives for excellence and, to this end, boasts a series of characteristics that make this university unique:   

Analysis

TECH explores the student’s critical side, their ability to question things, their problem-solving skills, as well as their interpersonal skills.  

Academic Excellence

TECH offers students the best online learning methodology. The university combines the Relearning method (a postgraduate learning methodology with the highest international rating) with the Case Study. A complex balance between tradition and state-of-the-art, within the context of the most demanding academic itinerary.  

TECH is the world’s largest online university. It currently boasts a portfolio of more than 10,000 university postgraduate programs. And in today's new economy, volume + technology = a ground-breaking price. This way, TECH ensures that studying is not as expensive for students as it would be at another university.  

At TECH, you will have access to the most rigorous and up-to-date case studies in the academic community”

The Postgraduate diploma in Communication has been designed to meet the high standards that companies and organizations demand from their employees, which can be transformed into an increase in the possibilities of students to access positions of greater responsibility in the communication departments of companies in different sectors. The program can be completed in 6 months of learning in a unique and stimulating way, following practical examples and the guidance of specialist faculty in this area.  

Be part of the change with a 100% online program that will help you better understand corporate Communication" 

Syllabus

The way in which corporate communication has become an important pillar for any company is the reason why they generate trust and confidence in users. For this reason, all entities want to be present in the media or have better communication with their customers, suppliers and employees. On many occasions, this eagerness to communicate at any cost does not follow any tactic to achieve a defined strategy, but involves an improvisation that a company cannot afford. 

As a result, there is a need for professionals who are capable of managing and developing a communication team that will enhance the results and messages to be conveyed. In this sense, the Postgraduate diploma in Communication meets all the demands and requirements of this sector.  

Throughout 600 hours of learning, the students will analyze a multitude of practical cases through individual work. In this way, they will be able to understand and assimilate the process of creating a corporate image, paying special attention to persuasive communication. 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 diploma takes place over 6 months and is divided into 4 modules:   

Module 1. Structure of the Communication
Module 2. Institutional Communication
Module 3. Creativity in Communication
Module 4. Advertising and Public Relations Company

Where, When and How is it Taught?

TECH offers its students the possibility of taking this program completely online. Over the course of the 6 months, the student will be able to access all the contents of this program at any time, allowing them to self manage their study time. 

Module 1. Structure of the Communication

1.1. Theory, Concept and Method of the Communication Structure

1.1.1. Introduction
1.1.2. Autonomy of the Discipline and Relationships with other Subjects
1.1.3. The Structuralist Method
1.1.4. Definition and Purpose of the Communication Structure
1.1.5. Guide to the Analysis of Communication Structure

1.2. International Communication Order

1.2.1. Introduction
1.2.2. State Control: Monopolies 
1.2.3. Communication Marketing
1.2.4. Cultural Dimension of Communication 

1.3. Major Information Agencies

1.3.1. Introduction
1.3.2. What is an Information Agency?
1.3.3. News and Information
1.3.4. Before the Internet
1.3.5. News Agencies Can Be Seen Thanks to the Internet
1.3.6. The World's Major Agencies

1.4. The Advertising Industry and its Relationship with the Media System 

1.4.1. Introduction
1.4.2. Advertising Industry
1.4.3. The Need of Advertising for the Media
1.4.4. La Structure of the Advertising Industry
1.4.5. The Media and its Relationship with the Advertising Industry
1.4.6. Advertising Regulations and Ethics

1.5. Cinema and the Culture and Leisure Market

1.5.1. Introduction
1.5.2. The Complex Nature of Cinema
1.5.3. The Origin of the Industry
1.5.4. Hollywood, the Film Capital of the World

1.6. Political Power and the Media

1.6.1. Introduction
1.6.2. Influence of the Media in the Formation of Society
1.6.3. Media and Political Power

1.7. Media Concentration and Communication Policies

1.7.1. Introduction  
1.7.2. Media Concentration 
1.7.3. Communication Policies

1.8. Communication Structure in Latin America

1.8.1. Introduction
1.8.2. Communication Structure in Latin America
1.8.3. New Trends

1.9. Media System in Latin America and the Digitization of Journalism

1.9.1. Introduction
1.9.2. Historical Approach
1.9.3. Bipolarity of the Latin American Media System
1.9.4. U.S. Hispanic Media

1.10. Digitalization and the Future of Journalism

1.10.1. Introduction
1.10.2. Digitalization and the New Media Structure
1.10.3. The Structure of Communication in Democratic Countries

Module 2. Institutional Communication

2.1. Communication Management

2.1.1. Introduction
2.1.2. History of Institutional Communication
2.1.3. Main Characteristics of Institutional Communication
2.1.4. Communication Management
2.1.5. Guide to the Analysis of Communication Structure

2.2. Ethics, Culture and Values

2.2.1. Introduction
2.2.2. Ethics in Institutional Communication 
2.2.3. Culture in Institutional Communication
2.2.4. Values in Institutional Communication

2.3. Identity and Corporate Image

2.3.1. Introduction
2.3.2. Brand Image
2.3.3. Identity
2.3.4. Errors in the Corporate Image

2.4. Advertising and Communication

2.4.1. Introduction
2.4.2. Advertising Industry
2.4.3. The Importance of Communication

2.5. Digital Communication

2.5.1. Introduction
2.5.2. The Role of Digital Communication
2.5.3. Advantages of Digital Communication

2.6. Management of Events

2.6.1. Introduction 
2.6.2. Definition
2.6.3. Management of Events

2.7. Sponsorship and Patronage

2.7.1. Introduction
2.7.2. Sponsorship
2.7.3. Patronage

2.8. Lobbies

2.8.1. Introduction
2.8.2. Definition
2.8.3. Communication Lobbies

2.9. Internal Communication

2.9.1. Introduction
2.9.2. Definition
2.9.3. Characteristics of Internal Communication

2.10. Crisis

2.10.1. Introduction
2.10.2. Crisis of Institutional Communication
2.10.3. New Challenges of Institutional Communication

2.11. Financial Communication

2.11.1. Introduction
2.11.2. Financial Communication
2.11.3. The Importance of Financial Communication

2.12. Business Protocol

2.12.1. Introduction
2.12.2. Definition
2.12.3. Business Protocol

Module 3. Creativity in Communication

3.1. To Create is to Think

3.1.1. The Art of Thinking
3.1.2. Creative Thinking and Creativity
3.1.3. Thought and Brain
3.1.4. The Lines of Research on Creativity: Systematization

3.2. Nature of the Creative Process

3.2.1. Nature of Creativity
3.2.2. The Notion of Creativity: Creation and Creativity
3.2.3. The Creation of Ideas for Persuasive Communication
3.2.4. Nature of the Creative Process in Advertising

3.3. The Invention

3.3.1. Evolution and Historical Analysis of the Creation Process
3.3.2. Nature of the Classical Canon of the Invention
3.3.3. The Classical View of Inspiration in the Origin of Ideas
3.3.4. Invention, Inspiration, Persuasion

3.4. Rhetoric and Persuasive Communication

3.4.1. Rhetoric and Advertising
3.4.2. The Rhetorical Parts of Persuasive Communication
3.4.3. Rhetorical Figures
3.4.4. Rhetorical Laws and Functions of Advertising Language

3.5. Creative Behavior and Personality

3.5.1. Creativity as a Personal Characteristic, as a Product and as a Process
3.5.2. Creative Behavior and Motivation
3.5.3. Perception and Creative Thinking
3.5.4. Elements of Creativity

3.6. Creative Skills and Abilities

3.6.1. Thinking Systems and Models of Creative Intelligence
3.6.2. Three-Dimensional Model of the Structure of the Intellect According to Guilford
3.6.3. Interaction Between Factors and Intellectual Capabilities
3.6.4. Creative Skills
3.6.5. Creative Capabilities

3.7. The Phases of the Creative Process

3.7.1. Creativity as a Process
3.7.2. The Phases of the Creative Process
3.7.3. The Phases of the Creative Process in Advertising

3.8. Troubleshooting

3.8.1. Creativity and Problem Solving
3.8.2. Perceptual Blocks and Emotional Blocks
3.8.3. Methodology of Invention: Creative Programs and Methods

3.9. The Methods of Creative Thinking

3.9.1. The brainstorming as a Model for the Creation of Ideas
3.9.2. Vertical Thinking and Lateral Thinking
3.9.3. Methodology of Invention: Creative Programs and Methods

3.10. Creativity and Advertising Communication

3.10.1. The Creative Process as a Specific Product of Advertising Communication
3.10.2. Nature of the Creative Process in Advertising: Creativity and the Creative Advertising Process
3.10.3. Methodological Principles and Effects of Advertising Creation
3.10.4. Advertising Creation: From Problem to Solution
3.10.5. Creativity and Persuasive Communication

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

Count on a program that focuses on the management and development of a communications team and position yourself globally in a highly demanded area"