Universitat Internacional de Catalunya
Specialised Institutional Communication
Teaching staff
Cita previa a través del correo electrónico
Introduction
Esta asignatura pretende dotar a los alumnos de un conocimiento práctico de las claves de funcionamiento de la comunicación institucional, uno de los pilares de la comunicación junto a la comunicación corporativa, centrándonos en las estrategias, metodologías y reconocimiento de procesos comunicativos políticos, público-administrativos, organizaciones sin ánimo de lucro, instituciones culturales, educativas, sanitarias etc.
Pre-course requirements
There are no prerequisites to take this course.
Objectives
The goal is that students learn what are the tools to work on political communication, that differences between political communication and institutional communication as communication equipment are organized in political, institutional and public sector.
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
Una vez cursada la asignatura, los alumnos dispondrán de los siguientes resultados de aprendizaje:
Conocerá cuales son las funciones de un departamento de comunicación institucional y las herramientas necesarias para cumplir los objetivo del departamento.
Tendrá capacidad para asumir campañas y acciones globales de comunicación, como externo, de una institución.
Podrá diseñar estrategias y equipos de profesionales eficaces dentro del departamento de comunicación de una institución.
Syllabus
1. Institutional communication management of the 21st century and the e-institution.
2. Public communication. Government and public administration. Advertising, 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, surveys. Political marketing and social networks. From the spin doctor and the speech writer to the director of communication. Lobbies
4. Foundations and NGOs: social function, evolution and communication management. Strategies, materials, communication campaigns 2.0. Management of informative relationships: thematic introduced into the media, tools, materials, etc. Relationship between NGOs-companies and CSR communication.
5. Institutional communication to health organizations and management of the brand. The consumption of health information. The promotion and treatment of health from Public Administrations and the 2.0 environment. Marketing and advertising health.
6. Communication to educational institutions: audiences and channels (formal and informal). Identity, reputation and crisis: management and elaboration of the institutional story in the offline and online environment. Promotion and educational marketing.
Teaching and learning activities
In blended
| 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. | 1 |
| 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. | 0,6 |
| 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 |
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.