Universitat Internacional de Catalunya
Specialised Institutional Communication
Teaching staff
Cita previa a través del correo electrónico
Introduction
This course aims to provide students with a practical knowledge of the functioning of institutional communication, one of the pillars of communication together with corporate communication. It focuses on the strategies, methodologies and recognition of the communication processes involved in political, public and administrative bodies, non-profit organisations, and cultural, educational and health institutions..
Pre-course requirements
There are no prerequisites for this course
Objectives
The objective is for students to learn the tools for working in political communication, the differences between political communication and institutional communication and how to organise communication teams in the political, institutional and public spheres.
Competences/Learning outcomes of the degree programme
- 18 - The ability to work under pressure
- 64 - Knowledge and mastery of bibliographic repertories
- 73 - Knowledge and mastery of techniques to analyze sources of information.
- 77 - The ability and capacity to take responsibility for the communication area of an organisation
- 78 - The ability and capacity to establish a plan of communication
- 85 - The ability and skill to act as experts in the strategic management of corporate image
- 89 - The ability to create synergy in a working team
- 91 - Preparation to assume risks
- 94 - The ability to act freely and responsibly
- 95 - The ability for economic and budgetary management in the field of activity
- 96 - The ability to objectively analysis reality and the extraction of valid considerations
Learning outcomes of the subject
Upon completion of the course, students will:
- Know the functions of an institutional communication department and the tools necessary to achieve the objectives of the department.
- Be able to undertake an institution’s global communication campaigns and actions, externally.
- Be able to design effective strategies and teams within the communication department of an institution.
Syllabus
1. Management of institutional communication in the 21st century and the e-institution.
2. Public communication. Government and public administration. Publicity, propaganda and public service. Legislation, subsidies, sponsorship and electoral periods. Functions of public advertising.
3. Political communication. Electoral campaigns, government and opposition. Political parties and political leaders. The language of political advertising. Public opinion, polls and surveys. Political marketing and social networks. From spin doctor and speech writer to Communication Director. Lobbies.
4. Foundations and NGOs: social function, evolution and communication management. Strategies, materials, campaigns and communication 2.0. Management of information relations: themes introduced in the media, tools, materials, etc. NGO-company relations and CSR communication.
5. Institutional communication in health organisations and brand management. Consumption of health information. The promotion and treatment of health from Public Administrations and in the 2.0 environment. Health marketing and advertising.
6. Communication in educational institutions: audiences and channels (formal and informal). Identity, reputation and crisis: management and elaboration of the institutional story in the off and online environment. Promotion and educational marketing.
In addition to the areas exposed in the content section, the following practical workshops will be developed:
- Campaigns and effective narrative in the communication strategy of NGOs.
- Political communication: public institution vs parties. Dircom, cabinets and advice.
- Strategy and tools for public institutional communication: health, culture and education.
Teaching and learning activities
In person
| TRAINING ACTIVITY | ECTS CREDITS |
| Coaching. Monitoring how students learn the content of the subject, either individually or in groups. In the coaching sessions, mistakes will be corrected, queries answered, and exercises and activities to achieve the established objectives will be suggested. | 0,6 |
| Seminar. This activity will consist of taking an in-depth look at specific up-to-date topics in a monographic manner-in some cases these topics will have been debated socially-, via active work in small groups. | 0,8 |
| Meeting Point. Meetings will be organised with notable people from the professional and scientific fields or the international field, and students. These sessions will take the form of conferences, work sessions, discussions, or interviews, etc. | 0,8 |
| Workshop. Advanced and intensive workshops of a longer duration, led by lecturers and/or foreign professionals, in which the language used is English. These culminate in the creation of a professional or semi-professional product which is also produced in English. | 1 |
| Lectures. In lectures, lecturers/professors not only transmit content or knowledge, but also, and above all else, attitudes, motivation, skills and values, etc. They also ensure that participants can express their opinions and arguments to the other students. | 0,8 |
Evaluation systems and criteria
In person
The final mark for the course comprises:
- A theoretical exam at the end of the course: 60% (it is necessary to pass the exam).
- Work and participation in seminars/workshops: 40%.
Bibliography and resources
Túnez López, Miguel, La gestión de la comunicación en las organizaciones, Comunicación social Ediciones y Publicaciones, 2012.
Polo, Fernando, Polo, José Luís. #socialholic, Ediciones Gestión 2000, 2012.
Monzón, Cándido, Opinión pública, comunicación y política, Tecnos, 2006
Balas, Montserrat, La gestión de la comunicación en el Tercer Sector, ESIC Editorial, 2012
Riorda, Mario, Elizalde, Luciano, Comunicación gubernamental 360, La Crujía Ediciones, 2014
Herrero, J.César, El Candidato. Manual de relaciones con los medios, Comunicación social Ediciones y Publicaciones, 2013.