With this Postgraduate Diploma, you will develop in the advertising sphere as an experienced professional and you will acquire the knowledge to proceed to the application of the processes and vicissitudes of the advertising system with total success" 

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 Advertising and Public Relations comprises a complete program structured into 4 modules, whose content has been elaborated by experts of the sector so that the student enters into all the concepts in a concise and real way, knowing in depth the power of advertising and the management of the communication approach. In this way, the professionals will master all aspects of advertising language and corporate identity, through quality content, so that their profile stands out in a competitive environment

Delineating each of the functions for the management of the Advertising and Public Relations firm, highlighting their main applications, will be one of the objectives of this program" 

Syllabus

The Postgraduate diploma in Advertising and Public Relations of TECH Global University is an intensive program that prepares students to master the fundamentals of the advertising system and communication in the field of public relations

Its content is designed to promote the development of managerial skills that allow students to make decisions with greater rigor in uncertain environments, facing the business challenges that may arise in the advertising field

Throughout 600 hours of preparation, the student will analyze a multitude of practical cases through individual work. It is, therefore, an authentic immersion in real business situations, which will position the professional's profile 

In this way, the Postgraduate diploma focuses on the Advertising and Public Relations system from its history and theory to its management in companies, agencies and organizations with a global and up-to-date approach. A curriculum designed to improve the skills of professionals and orient them towards this sector from a strategic, international and innovative perspective

Therefore, this program is designed for students, focused on their professional improvement, preparing them to achieve excellence in a competitive and creative environment, with innovative content based on the latest trends, and supported by the best educational methodology and an exceptional faculty, which will provide them with the skills to develop successfully in this environment 

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

Module 1. Fundamentals of Public Relations 
Module 2. Advertising Theory 
Module 3. History of Advertising and Public Relations 
Module 4. Advertising and Public Relations Company

A unique, key, and decisive educational experience to boost your professional development and make the definitive leap"

Where, When and How is it Taught?

TECH offers the possibility of taking this program completely online. During the 6 months of the specialization, the students will be able to access all the contents at any time, which will allow them to self-manage their study time 

Module 1. Fundamentals of Public Relations

1.1. Theoretical Framework of Public Relations  

1.1.1. Introduction   
1.1.2. Public Relations Research  
1.1.3. Main Public Relations Theorists  
1.1.4. Public Relations and Related Items  
1.1.5. Definition of Public Relations 

1.2. Evolution Over Time  

1.2.1. Stages  
1.2.2. The Origin of Public Relations 
1.2.3. Trends in Public Relations  

1.3. External Communication  

1.3.1. Characteristics and Audiences  
1.3.2. Media Relations  
1.3.3. Provision of Information 

1.4. Internal Communication  

1.4.1. Introduction  
1.4.2. Functions and Objectives 
1.4.3. Types of Internal Communication  
1.4.4. Internal Communication Tools  

1.5. Public Relations and Public Opinion  

1.5.1. Powerful Media Image  
1.5.2. The Limited Influence of the Media  
1.5.3. Structural Effects on the Company  

1.6. International Public Relations  

1.6.1. Characteristics of the International Society  
1.6.2. Definition  
1.6.3. The Role of International Public Relations  
1.6.4. Types of Actions  

1.7. Public Relations and Crisis  

1.7.1. The Organization in the Face of a Crisis  
1.7.2. Characteristics of Crises 
1.7.3. Crisis Typologies 

1.8. Stages of Crisis  

1.8.1. Preliminary Phase 
1.8.2. Acute Phase 
1.8.3. Chronic Phase 
1.8.4. Post-Traumatic Phase 

1.9. Preparation of a Crisis Plan 

1.9.1. Analysis of Possible Problems 
1.9.2. Planning
1.9.3. Adequacy of Personnel 

1.10. Communication Technologies in Crises 

1.10.1. Advantages 
1.10.2. Disadvantages 
1.10.3. Tools

Module 2. Advertising Theory

2.1. Advertising Theory 

2.1.1. Introduction 
2.1.2. Basic Notions on Advertising and Marketing 
2.1.3. Advertising, Public Relations and Publicity 
2.1.4. Dimensions and Social Scope of Contemporary Advertising 
2.1.5. Successful Advertising: KFC 

2.2. History of Advertising  

2.2.1. Introduction 
2.2.2. Origin 
2.2.3. The Industrial Revolution and Advertising 
2.2.4. The Development of the Advertising Industry 
2.2.5. Advertising in the Internet World 
2.2.6. Successful Advertising: Coca- Cola Case Study 

2.3. Advertising and its Protagonists I: The Advertiser 

2.3.1. Introduction 
2.3.2. How the Advertising Industry Works 
2.3.3. Types of Advertisers 
2.3.4. Advertising in the Company’s Organization Chart 
2.3.5. Successful Advertising: Facebook Case Study 

2.4. Advertising and its Protagonists II: Advertising Agencies

2.4.1. Introduction 
2.4.2. The Advertising Agency: Advertising Communication Professionals 
2.4.3. The Organizational Structure of Advertising Agencies 
2.4.4. Types of Advertising Agencies 
2.4.5. Fee Management in Advertising Agencies 
2.4.6. Successful Advertising: Nike 

2.5. Advertising and its Protagonists III: Advertising Receiver 

2.5.1. Introduction 
2.5.2. The Advertising Recipient and its Context 
2.5.3. The Advertising Recipient as a Consumer 
2.5.4. Needs and Desires in Advertising 
2.5.5. Advertising and Memory: on Advertising Effectiveness 
2.5.6. Successful Advertising: Ikea Case Study 

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

2.6.1. Introduction 
2.6.2. Preliminary Aspects of the Advertising Creation Process 
2.6.3. The Advertising Brief or Communication Brief 
2.6.4. Creative Strategy 
2.6.5. Media Strategy 
2.6.5.1. Successful Advertising: Apple

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

2.7.1. Introduction  
2.7.2. Fundamentals of Advertising Creative Work 
2.7.3. Advertising Creativity and its Communicative Statute 
2.7.4. Creative Work in Advertising 
2.7.5. Successful Advertising: Real Madrid Case Study 

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

2.8.1. Introduction 
2.8.2. Creative Conception and Strategy 
2.8.3. The Creative Conception Process 
2.8.4. The Ten Basic Ways of Creativity According to Luis Bassat: Advertising Genres 
2.8.5. Advertising Formats 
2.8.6. Successful Advertising: McDonalds 

2.9. Advertising Media Planning 

2.9.1. Introduction 
2.9.2. Media and Planning 
2.9.3. Advertising Media and their Classification 
2.9.4. Media Planning Tools 
2.9.5. Successful Advertising: Pepsi 

2.10. Advertising, Society and Culture 

2.10.1. Introduction 
2.10.2. The Relationship between Advertising and Society 
2.10.3. Advertising and Emotions 
2.10.4. Advertising, Subjects and Things 
2.10.5. Successful Advertising: Burger King 

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 Old 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 World War II  
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  
3.6.10. Cinema as a Means of Persuasion  
3.6.11. The Radio  
3.6.12. 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: PR. 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 
4.4.2. 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

In this Postgraduate diploma you will learn to relate advertising with other cultural manifestations such as literature, art or cinema, creating successful links"