Universitat Internacional de Catalunya - Barcelona

Communication Management

• code 10083
• course 3
• term Semester 1
• type OB
• credits 6

Main language of instruction: English

Other languages of instruction: Catalan, Spanish

Head instructor

Dra. Pilar BUIL - pbuil@uic.es

Office hours

Pilar Buil (pbuil@uic.es)

Se recomienda escribir un corre electrónico para concertar una hora de reunión, de todos modos, los viernes de 9.00 a 10.00 h. se atenderá a los alumnos que así lo precisen.

The direction of communication has gained in recent years great importance within organizations. Both public institutions and private, have increased with the figure of professional communication to convey its mission and corporate identity. The latest studies in this area confirms that institutional communication has become in recent years in an essential area of organizations.

At the same time, not always correctly understand this profession. This is due, among other factors, there is a wide variety of terms to refer to this field of activity. Notions such as propaganda, publicity, corporate communications, public affairs, institutional advertising, organizational communication and business communication, among others, have tried to explain the object and purpose of this function. Moreover, the level of development is very different across countries and still notable deficiencies are also observed in some companies and organizations. At the same time, the presence of these contents in school administration and business management remains inadequate.

Moreover, the communication address is experiencing a new cycle with the incorporation of new technologies. Thus, the need to communicate with all stakeholders (employees, customers, the public, customers, shareholders, suppliers, partners, journalists, user associations, sector organizations, etc.) has been heightened with the explosion of social networks and platforms for online publication. In the end, the relationship with brands is building a more participatory than in times past mode.

The classes will have a very significant practical component. In this regard, it is important you to attend class and fellowship as actively as possible in discussions and activities that will be proposed along the course.

• Knowing the direction of communication.
• Understanding communication programs.
• Become familiar with the various tools and tactics.
• Addressing the strategic vision of communication.
• Develop a communication program.

• 01 CG - Capacity for self-evaluation and professional order
• 02 CG - The ability to learn and act an autonomously and responsibly
• 03 CG - The ability to work in a group
• 04 CG - The ability to organise time and workspace
• 09 CG - The ability to innovate
• 13 CG - Positive and entrepreneurial spirit
• 14 CE - The ability to plan technical and human resources
• 15 CE - Lingustic ability in Catalan, Spanish and English
• 17 CE - The ability to produce spoken and written texts for journalistic projects
• 33 CE - Knowledge and mastery of financing systems of different communication media
• 43 CE - The ability and capacity to take responsibility for the communication area of an organization
• 44 CE - The ability and capacity to establish a plan of communication
• 47 CE - The ability and capacity to expertly and strategically manage of corporate communications
• 54 CE - The ability to analyze and understand audiences

• They will be able to analyze the audience and know the peculiarities of the various media and means in order to manage and plan the dissemination corporate business optimization criteria.
• They will study the design and implementation of corporate communication strategies.
• They will dominate the strategies and processes for the creation and production of advertising, public relations and marketing in different media.
• They will manage communicative relationships with the environment and encourage the participation of citizens in institutions.

• Topic 1: Introduction to the communications
• Topic 2: Main theoretical
• Topic 3: Historical synthesis.
• Topic 4: Communication strategy
• Topic 5: Crisis communication
• Topic 6: Internal communication
• Topic 7: Relations with the media

• Topic 8: Lobby
• Tema 9: Sponsorship

Las sesiones de coaching tendrán lugar en la sala de reunión que se encuentra en la planta 3 del edificio beta.

Students who are in 1st and 2nd call will follow this evaluation system:

• 40% final exam. Students must pass the final exam in order to pass the subject.
• 60% practical exercises. (40% ejercicios de los "focused praxis" y 20% plan de comunicación). En el caso de que se hayan suspendido los ejercicios en las entregas establecidas durante la primera convocatoria, se deberán repetir para la 2ª convocatoria.

Students who are in 3rd, 4th and 5th convocation will follow this evaluation system:

• 100% final exam.

BEL, José Ignacio (coord.). Comunicar para crear valor. Edit. Eunsa. Pamplona, 2004.

FERRER, Joan. La comunicación interna y externa en la empresa. Edición privada, Barcelona, 2000.

MARTÍN MARTÍN, Fernando. Comunicación Empresarial e Institucional. Edit. Universitas, Madrid 2003.

MEDINA, P. y BUIL, P., La publicidad sí vende, Ed. Ediciones B, 2013.

MORA, J.M., 10 ensayos de comunicación institucional, Ed. Eunsa, 2009.

POZO, Marisa del. Gestión de la comunicación interna en las organizaciones. Casos de empresa. Edit. Eunsa. Pamplona, 2000.

SOTELO, Carlos. Introducción a la comunicación institucional. Ariel. Barcelona, 2001.

XIFRA, J. Tècniques de les relacions Púliques, Ed. UOC, 2007.