Universitat Internacional de Catalunya
Corporate Communication
Teaching staff
By appointment. In order to make an appointment, please request one. These will take place after class time.
Introduction
This subject is conceived as a complement of Institutional Communication. Its aim is to give an overview of skills applied to corporate communication work in a company, an institution or PR and Communications agency.
It takes on account the social, geographic, economic and cultural factors that have influence on the communication process, as well as the expectations of different audiences and the timing, among other circumstances.
The way people understand and manage their own comunication (our tastes and preferences, our cultural background or even our lifestyle) underlies in all these factors.
This subject will address the common practices that allow effective management of corporate communication, from a theoretical and practical point of view.
Pre-course requirements
Without pre-course requeriments
Objectives
1. to provide a theoretical and practical knowledge on the main elements that imply the task of corporate communication.
2. to give a comprehensive view of the context, with particular emphasis on those factors related to decision making, negotiation and leadership skills.
Competences/Learning outcomes of the degree programme
- 08 - The ability of critical analysis, synthesis, concretion and abstraction
- 09 - The ability to objectify, quantify and interpret (data, statistics, empirical evidence )
- 10 - The ability to confront difficulties and resolve problems
- 11 - The ability to generate debate and reflection
- 12 - The ability to meet deadlines, develop the ability to be punctual and respect for human, technical and material resources
- 16 - The ability to manage, analysis and reflect on content
- 20 - Knowledge and mastery of bibliographic media
- 24 - The ability to plan and organize both short term and long term projects
- 28 - Knowledge and mastery of principle economic concepts.
- 29 - The ability to budget projects of differing magnitude
- 31 - The ability to understand the financial systems of media groups and companies.
- 35 - The ability to contextualize and critically analyze the products of the audiovisual industry
- 36 - The ability to create, direct and manage audiovisual companies
- 37 - The ability to contextualize and critically analyze the organizational structure of global communication
- 38 - The ability to understand and apply the structure of the audiovisual system
- 41 - The ability to know how the distinct elemental agencies of the audio visual sector function
- 45 - The ability to know and dominate the techniques of audiovisual narrative.
- 51 - Knowledge and mastery of the functioning of Corporate and Institutional Communication.
- 52 - The ability to apply audiovisual knowledge and techniques for commercial purposes in any form
- 53 - Lingustic ability in Catalan, Spanish and English
Learning outcomes of the subject
- Acquire basic knowledge of the management of corporate communication.
Syllabus
1.- Communication and reputation
- Strategic management
- Stakeholders
- Leadership
2.- Inside the corporation:
- Corporate culture
- Key terms in corporate communication
- Communications directing
3.- Internal communication:
- From identity to image
- Discourse elaboration
- IC tools management
4.- External communication:
- Corporate discourse system
- Reputation and corporate image
- Corporate social responsibility
5.- Communication plan:
- Conceptualization
- Audience segmentation and analysis
- Programmation and budgets
- Result analysis. Parameterization
Teaching and learning activities
Online
| Clases Magistrales. En las clases magistrales, el profesor, no sólo transmite contenidos o conocimientos, sino también, y sobre todo, actitudes, motivación, aptitudes, valores, etc. También facilita que los asistentes puedan manifestar sus opiniones y sus argumentos frente al resto de estudiantes. | 1,4 |
| Taller. Espacio de trabajo eminentemente práctico, en el que se adquieren competencias pertenecientes a materias prácticas o también teóricas (capacidades intelectuales, lógicas, críticas, de aprendizaje intelectual, estudio, citación, etc.). | 1,4 |
| Coaching. Seguimiento, individual o en grupos muy reducidos, de cómo los alumnos asimilan los contenidos de la asignatura. En las sesiones de coaching, se corregirán defectos, se aclararán dudas, se propondrán ejercicios y actividades necesarias para conseguir los objetivos fijados. | 0,2 |
| TRAINING ACTIVITY | ECTS CREDITS |
|---|---|
| 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. | 1,4 |
| Practical workshop. A highly practical working activity, where students can acquire skills that are practical or also theoretical (intellectual skills, logical skills, critical skills, intellectual learning skills, study skills, quoting skills, etc). | 1,4 |
| 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. | 0,2 |
Evaluation systems and criteria
Online
Final grade will be earned:
On first convocation:
• Continuous evaluation and class practice (50%).
• Final written exam (50%).
On second convocation, 100% theoric exam.
Bibliography and resources
Bibliography will be announced in each lesson.