By knowing how companies communicate with their public, you will be able to assume greater responsibilities within an organization, being able to take care of its most important aspect, its public image" 

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”

This Postgraduate Diploma in Corporate Communication, Brand Strategy and Reputation is taught completely online, so it is the student who adapts the teaching material to their own schedule and availability. During the 6 months that the course lasts, the most important foundations of the professional will be laid, allowing them to adopt positions such as those of head of communication and corporate image. 

A complete program of high interest for the professional, which will allow them to compete among the best in the sector"

Syllabus

The Postgraduate diploma in Corporate Communication, Brand Strategy and Reputation is an intensive program that prepares students to face communication challenges of all kinds related to the business environment. Its content is designed to promote the development of managerial skills that enable more rigorous decision-making in uncertain environments. 

Throughout 375 hours of study, you will analyze a multitude of practical cases through individual work, which will allow you to acquire the necessary skills to develop successfully in your daily practice. It is, therefore, an authentic immersion in real business situations. 

This program deals in depth with different areas of the company and is designed to specialize managers who understand Corporate Communication from a strategic, international and innovative perspective. 

A plan designed for you, focused on improving your career and preparing you to achieve excellence in the field of brand management and business communication. A program that understands your needs and those of your company through innovative content based on the latest trends, and supported by the best educational methodology and an exceptional faculty, which will provide you with the skills to solve critical situations in a creative and efficient way. 

This Postgraduate Diploma takes place over 6 months and is divided into 4 modules:

Module 1. Corporate Communication, Brand Strategy and Reputation
Module 2. Strategic Planning in Corporate Communication
Module 3. Managing Aspects of Corporate Communication
Module 4. Ethics and Corporate Social Responsibility

Where, When and How is it Taught?

TECH offers 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. Corporate Communication, Brand Strategy and Reputation

1.1. Corporate Identity and Strategic Vision

1.1.1. Identity and Redefining Business Values
1.1.2. Corporate Business Culture
1.1.3. Communication Department Challenges
1.1.4. Public Image and Projection

1.2. Corporate Brand Strategy

1.2.1. Public Image and Stakeholders
1.2.2. Corporate Branding Strategy and Management
1.2.3. Corporate Communication Strategy in Line With Brand Identity

1.3. Reputation Theory

1.3.1. Reputation as a Paradigm of a Good Company
1.3.2. The Concept of Corporate Reputation
1.3.3. Internal Reputation
1.3.4. Influence of Internationalization on Corporate Reputation

1.4. Reputation Evaluation

1.4.1. Corporate Reputation Audit
1.4.2. Listed Companies Reputation Monitor 
1.4.3. Reputational Good Governance Index
1.4.4. Analysis of Sectorial Reputation

1.5. Reputation Management 

1.5.1. Corporate Reputation Management
1.5.2. Focus on Brand Reputation
1.5.3. Leadership Reputation Management

1.6. Reputation Risk and Crisis Management

1.6.1. Listening to and Managing Feedback
1.6.2. Procedures, Crisis Manual and Contingency Plans
1.6.3. Spokesperson Training in Emergency Situations

1.7. Ethical Sustainability

1.7.1. Sustainable Criteria and Strategies
1.7.2. Communication Campaigns with Sustainability Criteria
1.7.3. Sustainable Brand Positioning and Image

1.8. Brand Metrics and Analysis and Reputation

1.8.1. Introduction to the Metrics of Corporate Branding
1.8.2. Internal and External Measurement Indexes
1.8.3. Brand Management Tools
1.8.4. Brand Assessment and Ranking

Module 2. Strategic Planning in Corporate Communication

2.1. Strategic Planner

2.1.1. Strategic Planner: Origins and Functions
2.1.2. The Strategic Planner in Public Businesses, Strategic Consultancies and Communication Companies
2.1.3. Stakeholder Management

2.2. Planning Models and Schools

2.2.1. Models for Intangibles Management
2.2.2. Intangibles and Strategic Plans
2.2.3. Evaluation of Intangibles
2.2.4. Reputation and Intangibles

2.3. Qualitative Research in Strategic Planning

2.3.1. Insight Detection
2.3.2. Focus Groups for Strategic Planning
2.3.3. Planning of Strategic Interviews

2.4. Quantitative Research in Strategic Planning

2.4.1. Data Analysis and Drawing Conclusions
2.4.2. Use of Psychometric Techniques
2.4.3. Challenges of Applied Research in Business Communication

2.5. Creative Strategy Formulation 

2.5.1. Explore Alternative Strategies
2.5.2. Counter Briefing or Creative Briefing
2.5.3. Branding and Positioning

2.6. Strategic Use of Different Media

2.6.1. 360º Campaigns
2.6.2. Launching of New Products
2.6.3. Social Trends
2.6.4. Evaluation of Effectiveness

2.7. Trends in Business Communication

2.7.1. Generation and Distribution of Corporate Content
2.7.2. Business Communication on the Web 2.0
2.7.3. Implementation of Metrics in the Communication Process

2.8. Sponsorship and Patronage

2.8.1. Sponsorship, Patronage and Social Advertising Action Strategies
2.8.2. Communication Opportunities and Tangible and Intangible Returns
2.8.3. Hospitality and Collaboration Actions

Module 3. Managing Aspects of Corporate Communication

3.1. Communication in Organizations

3.1.1. Organizations, People and Society
3.1.2. Historical Evolution of Organizational Behavior
3.1.3. Bidirectional Communication
3.1.4. Communication Barriers

3.2. Structure, Control and Challenges in Communication Management

3.2.1. Departmental Structure in Communication Management
3.2.2. Current Trends in Management Models
3.2.3. Integration of Intangibles
3.2.4. Communication Department Challenges

3.3. Integral Communication Plans

3.3.1.  Audit and Diagnosis
3.3.2. Elaboration of Communication Plan
3.3.3. Measuring results: KPIs and ROI

3.4. Effects of the Media

3.4.1. Efficiency of Commercial and Advertising Communication
3.4.2. Theories on the Effects of the Media
3.4.3. Social and Co-creation Models

3.5. Press Offices and Their Relationship with Communication Media

3.5.1. Identifying Opportunities and Information Needs
3.5.2. Management of Reports and Spokesperson Interviews
3.5.3. Virtual Press Room and e-Communication
3.5.4. Buying Advertising Space

3.6. Public Relations

3.6.1. PR Strategy and Practice
3.6.2. Protocol and Ceremonial Rules
3.6.3. Event Organization and Creative Management

3.7. Lobbies and Pressure Groups 

3.7.1. Opinion Groups and Their Actions in Businesses and Institutions
3.7.2.  Institutional Relations and Lobbying
3.7.3. Areas of Intervention, Regulatory Instruments, Diffusion Strategies and Media

3.8. Internal Communication

3.8.1. Motivational Programs, Social Action, Participation and Training with HR
3.8.2. Internal Communication Support and Tools
3.8.3. Internal Communication Plan

3.9. Branding & Naming

3.9.1. Brand Management and Coordination in Launching of New Products
3.9.2. Brand Repositioning

3.10. Audience Forecasting and Data Sources

3.10.1. Measurement Units and Audience Profiles
3.10.2. Affinity, Sharing, Rating and GrP's
3.10.3. Current Suppliers in the Advertising Market

Module 4. Ethics and Corporate Social Responsibility

4.1. The Managerial Role and CSR

4.1.1. Strategic Vision and Corporate Social Responsibility
4.1.2. Balanced Scorecard
4.1.3. Systems and Models for Implementing CSR
4.1.4. Organization of CSR Roles and Responsibilities

4.2. Corporate Responsibility 

4.2.1. Value Creation in an Economy of Intangibles
4.2.2. CSR: Corporate Commitment
4.2.3. Social, Environmental, and Economic Impact

4.3. Responsible Finance and Investment

4.3.1. Sustainability and Responsibility of the Financial Manager
4.3.2. Transparency in Information
4.3.3. Responsible Financing and Investment
4.3.4. Social Economy, Cooperativity and Corporate Social Responsibility

4.4. Business and Environment

4.4.1. Sustainable Development
4.4.2. Legislative Development in Environmental Responsibility
4.4.3. Response of Companies to Environmental Problems
4.4.4. Waste and Emissions

4.5. Packaging and Environment

4.5.1. Packaging as a Differentiation Business Strategy
4.5.2. Encouragement and Communication at the Point of Sale
4.5.3. Packaging Design and Future Trends

4.6. Responsible Management Systems and Tools

4.6.1. Social Responsibility Management Systems
4.6.2. Integration Systems
4.6.3. Quality Management Systems, the Environment and Occupational Health and Safety
4.6.4. Audits 

4.7. Business ethics

4.7.1. Ethical Behavior in Companies
4.7.2. Deontology and Ethical Codes
4.7.3. Fraud and Conflicts of Interest

4.8. Multinationals and Human Rights

4.8.1. Globalization, Human Rights and Multinational Companies
4.8.2. Multinational Companies and International Law
4.8.3. Specific Legal Instruments

4.9. Legal Environment and Corporate Governance 

4.9.1. International Rules on Importation and Exportation
4.9.2. Intellectual and Industrial Property
4.9.3. International Labor Law

A unique specialization program that will allow you to acquire advanced training in this field"